JTBD, ODI, Demand Side Sales, mental models, cognitive biases and product laws. Each chapter explores an idea with real examples and rigorous analysis. No fluff. Published on LinkedIn.
There's a lot of noise around innovation. Buzzwords, trendy frameworks and generic advice that doesn't survive first contact with reality. This newsletter was born from frustration with that noise.
Each chapter starts from a concrete concept — a book, a framework, a real experience — and develops it with the depth it deserves. Readers are executives, founders and product teams who want to truly understand how customer-centric innovation works.
The common thread: Jobs To Be Done, ODI and Demand Side Sales as lenses to analyse the business world. But also mental models, cognitive biases and behavioural laws like Hick's Law (more options = longer decision time) or Brooks's Law (adding people to a late project makes it later). Thinking tools to make better decisions.
Subscribe on LinkedInFrom JTBD fundamentals to practical ODI applications and innovation strategy.
When a market accumulates too many features, the next winner isn't the most complete product: it's the most convenient. The overserved market concept and how to exploit it.
Bob Moesta's framework on selling from the demand side: when someone enters your funnel, the mental process has already been underway for a while. How to reconstruct that journey.
A step-by-step practical case: how to apply Outcome-Driven Innovation to identify the most valuable improvement opportunities in a hotel guest experience.
Companies sell the whole sandwich, but the customer only wants the mayonnaise. Why aligning your offer with the customer's specific job reduces friction in sales and onboarding.
The three schools of JTBD: Clayton Christensen (the philosopher), Anthony Ulwick (the engineer) and Bob Moesta (the storyteller). Their differences, similarities and the common thread.
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See all chaptersFundamentals and practical application of Jobs To Be Done in product, sales and strategy.
How to apply Outcome-Driven Innovation to prioritise innovation with real customer data.
Growth, PMF, retention and product strategy applied to growing B2B startups.
Disruption, overserved markets, latent demand and competitive positioning.
Cognitive biases, logical fallacies and behavioural laws like Hick's, Brooks's or Goodhart's applied to product and innovation.