{"id":5507,"date":"2018-01-31T12:05:52","date_gmt":"2018-01-31T11:05:52","guid":{"rendered":"https:\/\/www.red-orbit.com\/blog\/?p=5507"},"modified":"2020-02-07T12:38:11","modified_gmt":"2020-02-07T11:38:11","slug":"jtbd-and-inbound","status":"publish","type":"post","link":"https:\/\/www.red-orbit.com\/blog\/jtbd-and-inbound","title":{"rendered":"JTBD and Inbound"},"content":{"rendered":"

Thanks for visiting my post! This a brief introductory post on how inbound marketers can utilise “The Strategy of Preeminence” (TSOP) and “Jobs to Be Done” (JTBD)<\/strong> for more meaningful content creation.<\/p>\n

This post is aimed at experienced inbound marketers; for those of you who are new to inbound, I’ve created a series of posts, which goes into more detail about the\u00a0why and how of inbound<\/a>.<\/p>\n

I will be exploring this topic further at\u00a0inOrbit18<\/a>, and look forward to meeting you!<\/p>\n

As a Growth Hacker in Residence for 500 Startups and EIR for Citi Ventures<\/strong>, I get to work with lots of diverse and interesting companies. Many of these companies have challenges and opportunities which could be solved with inbound. I’m going to talk about the two areas that I come across time and time again.<\/p>\n

I’d like to emphasise that all complex issues look quite simplistic on the surface, but when you begin to peel back the layers, they can be quite nuanced.<\/p>\n

The two areas that I run into are: truly understanding your client’s goals, and our role in helping them to get there.<\/strong> These two challenges can be better understood using these two very powerful client development frameworks: “The Strategy of Preeminence” (TSOP) and “Jobs to be Done” (JTBD).<\/strong><\/p>\n

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  1. Being preeminent (giving information vs. giving helpful advice)<\/li>\n
  2. What jobs are your customers trying to get done?<\/li>\n<\/ol>\n

    The Strategy of Preeminence:<\/strong>\u00a0This is a marketing mindset popularised by Jay Abraham<\/strong>, who was a direct marketing pioneer in the 70’s. TSOP is a marketing mindset and it perfectly articulates what many of you have intuitively known for years.<\/p>\n

    TSOP states: “Preeminence extols, advocates, champions the role of the team member, supplier, prospect or customer… It focuses on the receiver and their best interest. It boils down to: ‘I’m not trying to sell you \u2013 I want to serve you.'” \u2013 Jay Abraham<\/span><\/p>\n

    It’s about taking a long-term view of your client relationship. <\/p>\n

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    What is the difference between a customer and a client?<\/a><\/div>\n

    Click To Tweet<\/a><\/p>\n

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    Why are you a customer of your supermarket and a client of your accountant? Your accountant is a trusted advisor and (hopefully) has your best interest at heart and you trust him\/her.<\/p>\n

    How can you earn trusted advisor status with your clients? “Nopadon, our business is an app for on-demand nails, how does this apply to us?” I would ask, “Who do you serve?”<\/strong> and “What are they trying to accomplish?”<\/strong><\/p>\n