Book: Jobs-to-be-done #JTBD
I believe that "all roads lead back to Drucker" and how people buy benefit, not features.
People "buy" based on their Social, Functional and/ or Emotional needs
What is Jobs to be Done (JTBD)?
People Don’t Buy Features or Benefits. They Buy Emotions
HBR Article: The Customer-Centered Innovation Map
Strategyn: Jobs-To-Be-Done Framework
8 Things To Use in “Jobs-To-Be-Done” Framework For Product Development
Videos
Videos
Jobs-to-Be-Done - Prof. Clayton Christensen - The Milkshake
Mad Men - The Carousel - Kodak Pitch - people buy the Kodak Carousel for emotional needs