When you construct an affiliate site or an affiliate program or look to optimize a site or program, the question of how and why people visiting your site or program is just as important as what they are doing on your site. Both affiliates and advertisers frequently overlook the essential question of what job people are looking to accomplish by searching for your keyword or discovering your site.
On the way to a meeting in Charlotte yesterday, I got to listen to a couple of podcasts I’ve missed. One of those was an episode of The Critical Path and it might have been the most revelatory thing I’ve heard in a long while on this very topic.
In a nutshell, Horace Dediu talks with a guest on the fascinating concept of Jobs To Be Done.
The concept is deceptively simple… people looking to buy a product or use a service (go read the Facebook post linked above) don’t actually buy the product or service as a thing, rather the customer is looking to hire the product or service to accomplish a job for them.
The example of a Snickers bar vs a Milky Way bar in the podcast makes it clear. You should seriously stop what you’re doing and go stream/download this now…
5by5 | The Critical Path #19: The hiring and firing of milkshakes and candy bars: “Horace talks with Bob Moesta, a pioneer of Job To be Done research. We go over the theory and process of understanding what products are really hired to do and ask why this understanding is so hard to come by. In a discussion rich with examples from multiple industries Bob illustrates how marketing, design and engineering are all dancing around the question of how product should be developed. Could the universally accepted compartmentalization of corporate functions be a root cause to product failure?”
Here’s the mp3 or click over to hear the stream (and subscribe to the podcast and the other great shows on the 5by5.tv network that you should be listening to!).