Your customers lead busy lives – they are likely to have many tasks they need to get done in the course of their job – and probably many more to fit in if only they had the time or resources. They are always in search of anything that would help with those tasks – whether that would be to eliminate the need for them or to help speed them up. It follows, then, that what they are looking for in a product or service is just that – something that helps with their 'jobs to be done'. When they look at a supplier, they are asking "How can your product or service make my life easier?" Your core propositions have to contribute positively to a customer's "jobs to be done".
The big question is, how can you do that? How can you ensure your offerings are going to hit the spot and trigger the customer's interest and eventual purchase?
The first step is to identify what those "jobs to be done" are. Understanding your customers through a buyer profile is step one, fundamental to the whole process of building a brand and an essential guide here. If you know your customers, their role, their responsibilities, their day-to-day activities and their aims, then you will get a handle on the essential tasks they are looking to complete.
The next step is to see how tight a fit your core proposition is to their needs – if the fit is way off, you may be targeting the wrong customers, or your core proposition may be wrong. If it's a perfect match – you are fortunate. Often elements of your products and services may match – but it might not be evident from the marketing approach taken so far. You will need to re-align your brand and its content to address that miss-match and demonstrate how your offerings can help your audience.
If your offerings are only slightly out of kilter, and you are sure that those customers are the ones you want to target, then it's time for some product or service development to make sure they are meeting the needs of your customers.
Ultimately, your ability to satisfy your customers and build growth is dependent on: