We’ve developed a few of our own frameworks over the years based on jobs-to-be-done. It’s an approach that runs counterintuitive to classic, persona-based marketing, and does so purposefully. Focusing on customer attributes really means focusing on what you want to sell, rather than what your cus...more

Tell a compelling story. A story that resonates with your target audience. Something that speaks directly to the pain they are experiencing and/or describes a future state they want to be in.   You should aim for the right balance of cleverness, clarity, and cheekiness. That balance all depends...more