JTBD: Jobs To Be Done - extra

Emotions All problems comes from some emotions like frustrations, anger, sadness, guilt Emotions help to think to highlight a problem, to move you attention towards something, so you can fix it. Emotions give energy to act. 90% of decisions are automatic Internal narrator and conflict resolution Internal narrator is a conflict resolution mechanism or a consensus protocol. It stitches the pieces of really when something is done in a conflict and explains why it is ok. “I decided not to drink BUT today is ok because it was a tough day.” This reminds how LLM works they predict w Brain predict future and uses senses to correct its predictions. When something is not going at it was predicted it generates signals to correct it though “pain”, pleasure OR lies. It reminds me of LLMs with their hallucinations and predictions of next character they need to produce. Lisa Feldman Barrett wrote a book How Emotions Are Made where she explains how brain constantly hallucinate of future, lies, and use emotions to correct human behavior. Internal investor The brain acts like an investor, it observes the available options and tries to invest effort/resources in things which more likely will give higher-return. The brain tries to reduce costs which is associated with “pain” centers in the brain and increase the reward which is associated with “pain”. See: Neural Predictor of Purchases Purchase == (pleasure from purchase - “pain” of losing money) > 0 In the product management we have the same process persuasion of pleasure (positive emotions) and “pain” avoidance (negative emotions). It will be interesting to see if these mechanism can be used to improve kids performance at school by tweaking how much “pain” they get to receive a reward. Like doing less for the same reward, or doing the same amount but for higher reward. It is also interesting is there some level of “pain” which practically block the path forward. Could it be that kids are not doing something till the very last moment because only at the very last moment the negative impact of not doing something finally lower than effort of doing something. Or how can we use it in other aspects of our life? ![[Consistency-Theory.png.webp]] ...

Strategy and business value OODA loop - Wikipedia Good Strategy Bad Strategy: The Difference and Why It Matters by Richard Rumelt RICE Prioritization Framework for Product Managers [+Examples] Idea Prioritization With ICE and The Confidence Meter ABCDX segmentation: a guide to product growth and optimization. | by Ivan Davydenko | Clarity Supply Co | Medium Why people buy Must read - How People Change - The Body Keeps the Score - The Molecule of More ...

personal goals go first new product new challenges teach, train, hire, fire explore internal kitchen showing useful to the potential customer information in advance 3x increases probability of success personal contact is more important than a product. people perceive familiar people as more reliable so more likely to provide support in the future and so secure the position of a decision maker who buys the product personal jobs is a sales driver - 90% personal goal of a decision maker (promotion, status, job security) and only 10% business goal for decision makes who has higher personal connection to the business goals, like CEOs, the distribution is 50/50 between personal and business goals. Personal goal of decision makers job security - personal contact, remember? status - “I’m better at something”, “Look how cool I’m” fun - “I really like that thing” support in the future and risk mitigation - related to job security insight -an expensive product can be 8x likely to be bought if it is aligned with the decision maker personal goals you need to understand that is the decision making process and who is involved in the process so you know who else you need to talk to. also try to understand that are the decision making criteria so you can focus on meeting those criteria types of people in B2B Decision makers - talk to them first the rest are less important or sometimes irrelevant Budget holders - they can block the decision don’t hesitate to ask about the budget and make sure you understand the process Influencers - people inside (or outside) the company who can influence the decision one way or another. Work with then if you can Recommenders - people who can be asked for their opinion about your product Saboteurs - people who can be strongly against your product - like a decision maker who bought previous solution talk to decision makers first What to take out of a B2B interview jobs and goals both business and personal problems decision making process, people involved and their roles, evaluation criteria budget - first establish contact with your respondent before asking this question - mid or end of an interview can be a good point to ask How to find an decision maker work as a team send some that personalized email like “you were recommended to us by …” recommendations from real people work the best ask for people you can talk to bring some value with you LinkedIn is a good place to start

Before an interview in a customer interview studying the reality not their imagination. you should have a goal before an interview so: come prepared have a hypothesis know your customer segment unless you are looking for one preparation steps: research the topic if you are not familiar with it - it will help you to earn the interviewee’s trust and so get more insights out of the interview know the domain specific language talk to experts if needed decide what the duration of the interview should be. It is usually between 30-90 minutes. 30 minutes maybe too short since you may need to earn some trust first or you may want to go deeper into the details. 90 minutes may be mentally and physically hard. prepare an interview script but remember that it is a blueprint and you can adjust it as you go recording and notes video recording is nice to have if you want to review but it is better to use notes so you don’t need to spend another hour which you can use for an interview to view the recording ask for permission to record a video even if you asked it before the interview inform that you will be taking notes avoid any distraction it is important for establishing the contact and trust video is preferred since 55% of information is non-verbal prepare a notes template to fill in you need to feel comfortable during the interview: meditate, find a place from which you will be comfortable to interview During an interview interview Contact smile open posture look into the camera or keep eye contact use active listening - it help to reduce the stress through affirmation Set boundaries introduction. try to switch to less formal language (for languages with different formality modalities) explain the interview process in B2C hide product details till the last moment or do not expose them at all (also you may not have a product yet) explain the timing tell that you will be taking notes tell that you may ask about their feelings and emotions let them know that they don’t have to answer questions they don’t want to answer ask if they are ok with video recording Interview don’t reveal the goal of your interview to avoid lies and hallucinations in an attempt to please you. start with simple and qualification questions to give a sense of safe space and to know better qualification factors our like their interests or life priorities etc. Those factors can be very insightful. avoid domain specific terms and slang - use general language don’t ask about the future or imaginary situations - people will lie and hallucinate ask about past experience and to tell a story if a respondent drifts towards imaginary situations carefully redirect them to the main topic - the past experience ask open questions ask problems and associated emotions and their scale be careful with wording not to shut them down by rejection or misbelieve one question at a time avoid interrupting, carefully correct the topic of discussion talk less, don’t fear the awkward pauses. The pauses can nudge the respondent to start talking about things they wouldn’t tell otherwise. People don’t like silence and will try to fill it with their thoughts. ask follow up questions like “why?”, “so what?” etc if a team want to join limit the number of participants come up with a protocol for asking questions by the team members introduce the team you may want to put team of camera if they are not actively talking After the interview Analyze the interview as soon as possible while you have all the context fresh. ...