Why no one is buying your product / service

I met Sherwette 2 1/2 years ago when we did a business course together.

Sherwette has a background in consumer behaviour research and now works in management consulting in customer experience. She calls herself the ‘Consumer Behaviour Gal’.

Back then she had a blog at www.Sherwette.com and had a plan to write a book.

Sherwette website

I’ve seen the process develop until now where she has just launched her book, and asked if I could read it and review it.

It is a fascinating read…

Did you know that…

1/12 or 8% of startups succeed

1/20 products succeed

Ouch those are difficult odds to face if you are doing either.

Did you know that the number 1 reason why biz startups fail is because there isn’t a market need for their product. That might be a surprise as you could have thought the main reasons were cash flow or the state of the economy. And OFTEN IT’S NOT CLEAR AT THE START WHICH ONES WILL SUCCEED AND WHICH WILL FAIL.

If you want to offer a product or service this is a must read.

Even if you have found success, there are gems to discover to help hone your craft.

Don’t think demographics and segmenting, think about getting to understand your customer as they go about their day, and about your product or service being something that is hired to ‘get the job done.’

Sherwette refers to this ‘Jobs to be done’ concept in her book, commonly referred to as JTBD. You can see it summed up here in this short video:

Fascinating to know when the milkshakes were made thicker with thinner straws, their sales skyrocketed, because the ‘job’ they were ‘hired’ to fulfil was completed.

Other examples of those who were hired and fired in doing a job includes:

Netflix was hired and Blockbuster fired in purchasing films
Uber and Lyft were hired and regular taxis were fired
Google was hired to answer questions and Ask Jeeves search engines and others were fired

Just to name a few.

Then after that, it’s important to look at the challenges they face trying to get these jobs done. Then you will be better equipped to serve them better. You are selling solutions to your customers most pressing issues, not your brand. Hmmmmm.

There is so much in this book, it’s well worth a read.

Check it out here and grab it so you can be part of the 5% of successful launches instead of the 95% failures!

You can make the most of her offer of a free chapter…