Understanding Human Behavior for Marketing

In this episode, I talk to Jonathan Pathuis, from Cast and Hue. We discuss the concept of jobs-to-be-done and why understanding human behavior and the way they choose to ‘hire’ a product or service is fundamental to good marketing. In our conversation, we touch on:

  • How understanding the functional, emotional and social needs of audiences helps get to the “why” behind your product and how to leverage that.
  • Understanding the four forces that impact change (or choice) which includes
    • Push of old solution
    • Pull of new solution
    • Anxiety of switching
    • Habits causing inertia

Tune in and learn the different ways you can improve your marketing and have a bigger impact on the bottom line.