Giving New Meaning To 'Customer Focus'

Don’t Settle For Less

Understanding Customer Behaviours & Motivations

Over the past 25 years, we have gone through the single biggest change in the way we buy products and services. The internet empowered consumers to do their research, up front, before ever speaking to a salesperson.

At the same time, there have been significant advances in our understanding of the behaviours and motivations that drive us to make purchasing decisions.

So, why do we buy the things we buy? What is it that drives the decisions we make? Is there such a thing as an impulse buy, or are impulse buys driven by deep-rooted underlying (and often sub-conscious) needs?

The Secret To Why We Buy

Uncovering Customers’ Jobs to be Done

As humans, we have an innate desire to make progress through life. We often have a clear view of where we want to get to, but sometimes we face challenges and constraints that prevent us from getting there.

A job to be done is the process we go through when we aim to transform an existing situation into a desired one, but cannot because there are constraints that prevent it from happening.

We hire solutions to help us get these jobs done, but when we face constraints, we look for other solutions that we can hire instead. When we find a solution that does the job better and achieves more of our desired outcomes, we fire the incumbent.