{"id":15474,"date":"2016-02-02T11:18:11","date_gmt":"2016-02-02T11:18:11","guid":{"rendered":"https:\/\/productcollective.com\/?p=15474"},"modified":"2019-06-17T10:35:57","modified_gmt":"2019-06-17T10:35:57","slug":"product-brief-8-the-art-of-saying-no-and-how-to-supercharge-your-marketing-with-jtbd","status":"publish","type":"post","link":"https:\/\/productcollective.com\/product-brief-8-the-art-of-saying-no-and-how-to-supercharge-your-marketing-with-jtbd\/","title":{"rendered":"The Art of Saying No and How to Supercharge Your Marketing with JTBD"},"content":{"rendered":"<p><strong>How to Market the Job-to-be-Done.<\/strong>\u00a0At Industry last year, Chris Spiek of the Rewired Group gave <a href=\"https:\/\/productcollective.com\/discovering-why-people-buy-your-product-and-why-they-fire-it-the-jobs-to-be-done-method\/\" target=\"_blank\" rel=\"noopener noreferrer\">a Masterclass talk<\/a> on the Jobs-to-be-Done framework. Many people there were immediately struck with the realization of how important it is. Ourselves included, who have since used the framework to better position Industry 2016. Here, Matt Hodges from Intercom outlines how marketing teams\u00a0<a href=\"https:\/\/blog.intercom.io\/marketing-the-job-to-be-done\/\" target=\"_blank\" rel=\"noopener noreferrer\">can take advantage of the information that is learned<\/a>.<\/p>\n<p><strong>The Art of Saying NO \u2014 The App Entrepreneur.<\/strong>\u00a0Great products have one thing in common: A product leader that <a href=\"https:\/\/blog.orangecaffeine.com\/the-art-of-saying-no-db012a22cd28\" target=\"_blank\" rel=\"noopener noreferrer\">says \u201cno\u201d to most ideas<\/a>. It is that focus \u2014 that relentless pursuit of mission \u2014 that achieves the impossible: products that touch millions of lives.<\/p>\n<p><strong>Why You Need to Create Buyer Personas (and How to Do It).<\/strong>\u00a0It may be hard to find the time to create and maintain buyer personas, but some powerful new research from Cintell suggests <a href=\"https:\/\/blog.visual.ly\/how-to-creating-buyer-personas\/\" target=\"_blank\" rel=\"noopener noreferrer\">it\u2019s more than worth your while<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How to Market the Job-to-be-Done.\u00a0At Industry last year, Chris Spiek of the Rewired Group gave a Masterclass talk on the Jobs-to-be-Done framework. Many people there were immediately struck with the realization of how important it is. Ourselves included, who have since used the framework to better position Industry 2016. Here, Matt Hodges from Intercom outlines [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Art of Saying No and How to Supercharge Your Marketing with JTBD - Product Collective | Organizers of INDUSTRY: The Product Conference<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/productcollective.com\/product-brief-8-the-art-of-saying-no-and-how-to-supercharge-your-marketing-with-jtbd\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Art of Saying No and How to Supercharge Your Marketing with JTBD - Product Collective | Organizers of INDUSTRY: The Product Conference\" \/>\n<meta property=\"og:description\" content=\"How to Market the Job-to-be-Done.\u00a0At Industry last year, Chris Spiek of the Rewired Group gave a Masterclass talk on the Jobs-to-be-Done framework. Many people there were immediately struck with the realization of how important it is. Ourselves included, who have since used the framework to better position Industry 2016. Here, Matt Hodges from Intercom outlines [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/productcollective.com\/product-brief-8-the-art-of-saying-no-and-how-to-supercharge-your-marketing-with-jtbd\/\" \/>\n<meta property=\"og:site_name\" content=\"Product Collective | Organizers of INDUSTRY: The Product Conference\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/productcollective\" \/>\n<meta property=\"article:published_time\" content=\"2016-02-02T11:18:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-06-17T10:35:57+00:00\" \/>\n<meta name=\"author\" content=\"Paul McAvinchey\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Paul McAvinchey\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/productcollective.com\/product-brief-8-the-art-of-saying-no-and-how-to-supercharge-your-marketing-with-jtbd\/\",\"url\":\"https:\/\/productcollective.com\/product-brief-8-the-art-of-saying-no-and-how-to-supercharge-your-marketing-with-jtbd\/\",\"name\":\"The Art of Saying No and How to Supercharge Your Marketing with JTBD - Product Collective | Organizers of INDUSTRY: The Product Conference\",\"isPartOf\":{\"@id\":\"https:\/\/productcollective.com\/#website\"},\"datePublished\":\"2016-02-02T11:18:11+00:00\",\"dateModified\":\"2019-06-17T10:35:57+00:00\",\"author\":{\"@id\":\"https:\/\/productcollective.com\/#\/schema\/person\/f34ceda9eb6237e864633ca033061c0b\"},\"breadcrumb\":{\"@id\":\"https:\/\/productcollective.com\/product-brief-8-the-art-of-saying-no-and-how-to-supercharge-your-marketing-with-jtbd\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/productcollective.com\/product-brief-8-the-art-of-saying-no-and-how-to-supercharge-your-marketing-with-jtbd\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/productcollective.com\/product-brief-8-the-art-of-saying-no-and-how-to-supercharge-your-marketing-with-jtbd\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/productcollective.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Art of Saying No and How to Supercharge Your Marketing with JTBD\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/productcollective.com\/#website\",\"url\":\"https:\/\/productcollective.com\/\",\"name\":\"Product Collective | Organizers of INDUSTRY: The Product Conference\",\"description\":\"For people who build, launch and scale world-class software products.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/productcollective.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/productcollective.com\/#\/schema\/person\/f34ceda9eb6237e864633ca033061c0b\",\"name\":\"Paul McAvinchey\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/productcollective.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/productcollective.com\/wp-content\/uploads\/2020\/12\/PLnHr3Hu_400x400-150x150.jpg\",\"contentUrl\":\"https:\/\/productcollective.com\/wp-content\/uploads\/2020\/12\/PLnHr3Hu_400x400-150x150.jpg\",\"caption\":\"Paul McAvinchey\"},\"description\":\"For over 20 years, Paul has been building and collaborating on digital products with fast-growing startups and global brands, including AOL and WMS Gaming. 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In recent years he led business development at DXY, a leading product design firm in the Midwest, and product innovation at MedCity Media, a publishing startup acquired by Breaking Media in 2015.\",\"sameAs\":[\"https:\/\/twitter.com\/https:\/\/twitter.com\/yaboya\"],\"url\":\"https:\/\/productcollective.com\/author\/newindsum\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Art of Saying No and How to Supercharge Your Marketing with JTBD - Product Collective | Organizers of INDUSTRY: The Product Conference","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/productcollective.com\/product-brief-8-the-art-of-saying-no-and-how-to-supercharge-your-marketing-with-jtbd\/","og_locale":"en_US","og_type":"article","og_title":"The Art of Saying No and How to Supercharge Your Marketing with JTBD - Product Collective | Organizers of INDUSTRY: The Product Conference","og_description":"How to Market the Job-to-be-Done.\u00a0At Industry last year, Chris Spiek of the Rewired Group gave a Masterclass talk on the Jobs-to-be-Done framework. 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In recent years he led business development at DXY, a leading product design firm in the Midwest, and product innovation at MedCity Media, a publishing startup acquired by Breaking Media in 2015.","sameAs":["https:\/\/twitter.com\/https:\/\/twitter.com\/yaboya"],"url":"https:\/\/productcollective.com\/author\/newindsum\/"}]}},"_links":{"self":[{"href":"https:\/\/productcollective.com\/wp-json\/wp\/v2\/posts\/15474"}],"collection":[{"href":"https:\/\/productcollective.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/productcollective.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/productcollective.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/productcollective.com\/wp-json\/wp\/v2\/comments?post=15474"}],"version-history":[{"count":0,"href":"https:\/\/productcollective.com\/wp-json\/wp\/v2\/posts\/15474\/revisions"}],"wp:attachment":[{"href":"https:\/\/productcollective.com\/wp-json\/wp\/v2\/media?parent=15474"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/productcollective.com\/wp-json\/wp\/v2\/categories?post=15474"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/productcollective.com\/wp-json\/wp\/v2\/tags?post=15474"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}