One of the classic strategic questions often asked is, "What business are we really in?" This question is crucial because it helps us focus our efforts on what truly matters and what people genuinely value.
𝗦𝗼, 𝘄𝗵𝗮𝘁 𝗶𝘀 𝗼𝘂𝗿 𝗷𝗼𝗯?
A thought prompt I frequently use is the idea that when someone buys a product, like a power drill, they don't want the drill itself—they want a hole in the wall. This concept extends to all buying decisions: people seek solutions, not products.
𝘉𝘶𝘵, 𝘐 𝘵𝘩𝘪𝘯𝘬, 𝘪𝘯 𝘵𝘰𝘥𝘢𝘺'𝘴 𝘸𝘰𝘳𝘭𝘥, 𝘪𝘵’𝘴 𝘯𝘰𝘵 𝘫𝘶𝘴𝘵 𝘢𝘣𝘰𝘶𝘵 𝘱𝘳𝘰𝘥𝘶𝘤𝘵𝘴 𝘰𝘳 𝘦𝘷𝘦𝘯 𝘵𝘩𝘦 𝘩𝘰𝘭𝘦 𝘪𝘯 𝘵𝘩𝘦 𝘸𝘢𝘭𝘭. 𝘗𝘦𝘰𝘱𝘭𝘦 𝘸𝘢𝘯𝘵 𝘵𝘰 𝘭𝘪𝘷𝘦 𝘣𝘦𝘵𝘵𝘦𝘳 𝘭𝘪𝘷𝘦𝘴.
𝗧𝗵𝗲 𝗿𝗲𝗮𝗹 '𝗷𝗼𝗯𝘀 𝘁𝗼 𝗯𝗲 𝗱𝗼𝗻𝗲'
Clayton Christensen's 'Jobs-to-be-Done' theory suggests that people 'hire' products or services to fulfill specific needs in their lives. For instance, with sports events, understanding why individuals attend or participate reveals they 'hire' tickets not just for entertainment, but for socializing, experiencing community, and belonging. Similarly, someone might join a social sport for health, stress relief, and that same sense of belonging.
𝘞𝘩𝘺 𝘪𝘴 𝘵𝘩𝘪𝘴 𝘶𝘴𝘦𝘧𝘶𝘭?
Recognizing these 'jobs to be done' allows us to enhance experiences, offer engaging activities, and provide more value, ensuring greater attendee satisfaction and loyalty.
𝗦𝗼, 𝘄𝗵𝗮𝘁'𝘀 𝘆𝗼𝘂𝗿 '𝗷𝗼𝗯 𝘁𝗼 𝗯𝗲 𝗱𝗼𝗻𝗲'?
What are your sports and activities really providing for people? What do they truly want and need?
While sport is at the heart of what we offer, it’s not all about the sport itself. 'Running', 'Triathlon', 'Football', 'Basketball', 'Tennis', 'the Gym'—these labels define what we sell, but people seek more than just the activity.
It's not just the event, league, program, or membership. It's much more.
As experience providers, we're in a strong position today. Despite financial struggles, people are willing to invest in experiences rather than just more products they don't need.
Don’t get me wrong—we shouldn't overcomplicate things. Yes, people seek sports and activities, but it's also about fulfilling other needs they have. Each sport and activity is unique, with its own rules, rituals, and culture, but there are common needs across all sports activities.
It’s about understanding what needs you’re fulfilling and ensuring people realize they can achieve them with you.
That’s the job we need to be doing.
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This mindset has helped my clients better serve their customers' needs and stay ahead in their market.
👟🎾⚽🏏🚴⛵ 🏉 🏀 🏐 🏓 🏑 🤸🏽♀️
𝘋𝘦𝘴𝘪𝘨𝘯𝘪𝘯𝘨 𝘦𝘹𝘱𝘦𝘳𝘪𝘦𝘯𝘤𝘦𝘴 𝘸𝘦 𝘤𝘢𝘯 𝘢𝘭𝘭 𝘣𝘦 𝘱𝘳𝘰𝘶𝘥 𝘰𝘧.
𝘐𝘧 𝘺𝘰𝘶 𝘯𝘦𝘦𝘥 𝘩𝘦𝘭𝘱 𝘸𝘪𝘵𝘩 𝘵𝘩𝘪𝘴, 𝘱𝘭𝘦𝘢𝘴𝘦 𝘭𝘦𝘵 𝘮𝘦 𝘬𝘯𝘰𝘸.
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