Understanding Moments of Truth BETTER with Jobs Theory

Hypothesis: Businesses want to be customer-centric but can’t see the trees (data) through the forest (pictures)…and we’re not helping

Hypothesis: Businesses want to be customer-centric but can’t see the trees (data) through the forest (pictures)…and we’re not helping

Isn’t it time we re-evaluated our old mental models describing why customers purchase a product or service? They have done so little to describe why our products are valued more than others; let alone provide the necessary inputs for innovative new products or services — especially those that create new platforms and markets.

Yet, even today, the emerging thought leadership tends to double down on approaches that don’t provide long-term results — to the point where we are using single statements like progress, or “new me” to describe what is ultimately a far more complex reality. You simply can’t replace worlds like “innovate” with another word that we all define differently.

The lens of a current solution does not provide a stable platform for analysis

The new Zero Moment of Truth is that we can no longer afford the luxury of well-packaged workshops that a…