Selling more isn’t always about selling. You need to understand what customers want to get done

Here’s a classic 10-minute video of the late great Harvard Business School Professor, Clayton Christensen, explaining how the jobs-to-de-done (JTBD) innovation approach can help any business sell more. His speech is a little stilted due to a stroke, but still clear and brilliant. And note: this breakthrough approach for driving sales has nothing to do with selling. 3 takeaways First, being “customer-focused” is not enough. Companies are wasting a lot of time gathering demographic information,…