But before you build and grow a product-led business, you need to first take a step back to understand your users. Because ultimately, knowing and understanding your users' motivations and anxieties is the foundation of delivering value to your end users.
In this course, you will:
Ramli John:
So let's talk about desired outcome. I would argue that as sales and marketing as strategy folks, we actually only focus on one out of three aspects of users' desired outcome. It's the idea of why they will really want your product. And so let me share with you the three types of customer jobs that motivate users to purchase products. The very first one is the one that we're used to. When you think about customer jobs and desired outcome, the first one is functional jobs. It is the specific desired outcome that they want to accomplish. Classic example of this is from Theodore Levitt. He said, people don't want quarter inch drills, definitely want quarter inch holes to hang a picture frame. So the desired outcome is to hang a picture frame. And the quarter inch drill is just a way or a means to get to that end.
Ramli John:
Intercom, we've already talked about this. That their desired outcome for somebody who might want to purchase Intercom, is fuel acquire customers faster. Here's a specific example of a job story. When prospects surf my website, they have questions, want to be able to respond to that question right away. So I can acquire customers faster and close deals and meet my sales quota. So let me ask you, just type it in the comments. If you already notice, what is your products functional job? What is that functional upgrade? Specifically, what is the reason why a customer is signing up for your product? Step into the comments. That's the first one, super simple. There's two other ones. Actually, I would argue that they might be more subliminal, but more important.
Ramli John:
The second and important one is emotional jobs. Is how customers want to feel or avoid feeling as a result of achieving that core functional outcome. Let me give you an example with this program, it's brought up like transformer program. Now, functionally, a lot of you sign up for this because you want to know how to I actually implement product led growth in your business. But there's a big emotional component to that that we've actually repeated in the line pages and emails and it's the word confidence. The idea is that, sure you're going to get there to learn product led growth. But what we're providing you emotionally is to give you the confidence to implement product led growth so that you can avoid feeling uncertainty-witted. There's a lot of unknowns product led. It might be a new concept and West wrote the book and he's giving you confidence and helping you avoid uncertainty with that.
Ramli John:
Think about it for a second. And I'm going to ask this later, and if you already have it type into the comments, but I want you to think about it and share it with the rest of the class. How do you want your customers to feel as a result of using your product? And as I think about that, like I said, if you're open to it, share it with the rest of people in this class, but let me give you some examples. This whole concept is actually a key part of helping people to adopt your product, or really convince them. Emotional Triggers Are Very Powerful. This is college of influence by Robert Cialdini, that he talks all about emotional triggers. Is that, emotion helps people to move from where they used to be, to where they will be with your product.
Ramli John:
Let me give you an example. First is Revlon. Revlon is this makeup company and the founder of Revlon Charles Revson, he had this insightful quote. He said in the factory, we make cosmetics, but in the drug store, we sell hope. In one of their campaigns in 1952 with his fire and ice, it's clear Revlon is selling transformation with a product in your life. So this is woman she's wearing, what is that? Like nail polish and she's wearing makeup and lipstick. And really there's this idea of hope that Charles Revson is talking about and look at this ad, particularly for this 1952 campaign is that the product image is on the bottom right. I'm not sure if he even know this is the very bottom right of that image, it's probably one eighth off the whole ad is the product, but the rest is just image of transformation through emotion.
Ramli John:
Another big example is Walt Disney. Walt Disney, he said this once that we create happiness by providing the best entertainment for people of all ages everywhere. He's not selling cartoons, he's not selling the Disneyland, Oh, he's actually, they're selling happiness. That's the core emotion they want their people to feel, even if you're a B2B or B2C or e-commerce, there is that emotional part to accomplishing that desired outcome. So let me ask you and to share it with the class. What emotions do you want your customers to feel or avoid feeling as a result of your product? Is it happiness? Is it belief? Is it inspired? What is that emotion? Is it powerful? Just type into the comments I'd love to hear it. And the third aspect of end user success is a social job. It's how customers want to be perceived by using your product.
Ramli John:
So there's several different examples of this. One thing I can think of is Harley Davidson actually have a motorcycle. And one of my dream motorcycles is Harley Davidson. And with that, you can join this group called Harley owner's group or H.O.G, where they just welcome you and they have monthly meetups and this exactly user organized. So it's something that Harley Davidson didn't plan on having, but now they have been sponsoring. Another example is HubSpot where the term HubSpotter, I thought it was only for employees of HubSpot, but really it's also for anybody who is a heavy user of HubSpot or any agencies that primarily support HubSpot. Another more broad example is when you have a business intelligence tool, it's easy to say the functional job is to create nice reports to present to executives. But the social job to this is to have those people who create those reports to be able to look professional and co-worker saying, wow, this person really brought an incredible visual presentation that looks like they spent a lot of money or time on building this visualization.
Ramli John:
A big word for this is the word professional. Like this is wave where you can send professional invoices. The word professional is actually a very social term because it might not be you who call you a soft professional, but it's how you want your customers, your colleagues to look at you. Oh, look at Wes. He's very professional. I it's a perception of your colleagues or customers seeing on you, and one of the big aspect of that is sending an invoice. How many of you have received the invoice? And it looks like it was made with Excel or something that looks like it was hacked together. And it has a designer that might not be a great way to show that you are actually a visual person.
Ramli John:
So having those visually professional invoice is directly key to a social job for your service. So let me just ask you that and just type it in the comments again. What is the social, how do you want your customers to be perceived by colleagues, by customers, by their friends, by using your product? Do you want them to be seen more knowledgeable? Do you want them to be seen more professional? You want them to come across as the hero in the workplace? Or is it something completely different? Just type in the comments. I would love to hear what is that for you? What is that for your product.
