EPISODE SUMMARYIn this episode of SaaS-Story in the Making, B2B SaaS Coach Matt Wolach sits with CEO and Founder of Strategyn, Tony Ulwick to talk about the importance of customer-defined metrics in product innovation. As one of the pioneers of the Jobs-to-be-Done theory, he shares important points on shifting mindsets in innovation, getting ahead of the problem, and how businesses can discover hidden opportunities along the way towards growth. PODCAST-AT-A-GLANCEPodcast: SaaS-Story in the MakingEpisode: Episode No. 210, “Fast Growth Through Better Knowledge of Your Customers”Host: Matt Wolach, a B2B SaaS Sales Coach, Entrepreneur, and InvestorGuest: Tony Ulwick, Founder & CEO of StrategynTOP TIPS FROM THIS EPISODEDefine Your Market CorrectlyConsider the Job Map Understand the Three Categories of CustomersEPISODE HIGHLIGHTSJobs-To-Be-Done (JBTD) Outcome-Driven Innovation Process (ODI)TOP QUOTESTony Ulwick[06:06] “Necessity is the mother of invention.”[07:49] “Instead of studying the product that people are using, let’s study what they’re trying to do with the product; let’s study the process.”[14:32] “The unmet needs of today represent the breakthrough products of tomorrow.”[16:02] “If you know where all people are struggling to get the job done, and there are 25 unmet needs that you could address to get the job done, better go address all 25 of them… don’t go out with incremental improvement.”Matt Wolach[09:54] “We’re trying to figure out, not how do we make the competitors’ products and make ours better, but how do we figure out what is the actual problem that they’re trying to solve?”Get even more tips by following Matt elsewhere: Sales Tips LinkedIn Twitter Instagram

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