Money & Work
Marketing
Make people want things, ethically
Novice
Mastery0%
Novice
Money & Work
Make people want things, ethically
Novice
Subdomain
Why people actually buy: jobs to be done, status, emotion, and the moments of decision. The buyer's why is rarely what the brief says.
Jobs-to-be-Done
Nobody buys a drill, they buy a hole. Really, they buy a picture on the wall, hung straight, by tonight.
Open
Social proof
We copy people who look like us, especially when we're unsure.
Open
Mental + physical availability (Byron Sharp)
Be easy to remember. Be easy to buy. The rest is mostly noise.
Open
Permission, not interruption
Earn the right to send the next message. Then keep earning it.
Open
Decoy effect
A pricing or choice phenomenon where adding a deliberately inferior third option makes one of the original options look more attractive by comparison.
Open
Positioning
Owning one clear idea in the customer's mind.
CAC
Customer Acquisition Cost, total cost to land one paying customer.
LTV
Lifetime Value, total gross profit a customer brings over their lifetime with you.
Jobs-to-be-Done (JTBD)
The frame that buyers hire products to do a job in their life.
Mental availability
How easily the brand comes to mind in a buying moment.
Physical availability
How easily the brand can be bought, distribution, shelf, search results.
Distinctive asset
A logo, colour, sound, character that's owned and recognisable in 200ms.
Funnel
A model of prospect drop-off from awareness to purchase (e.g. AIDA).