Live from ConveyUX: Fundamentals of JTBD

Fundamentals of JTBD, by Jillian Wells “…People don’t want a quarter-inch drill, they want a quarter-inch hole.” Theodore Wells (Harvard Marketing Professor) …but most people don’t want a hole. They want to put up their bookshelf, so that their living room that feels like their own. When we uncover goals, we can create disruptive solutions….

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