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045: “There’s No Such Thing As An Impulse Purchase,” Apply The Jobs To Be Done Framework To Your Ecommerce Store For More Sales – Chris Spiek, The Re-Wired Group

Posted by Austin Brawner on October 30, 2014

The attributes of your buyer persona are not why a customer buys.

It’s the situation they currently find themselves in and need your product to complete a “job.” Scrap the buyer persona and apply the jobs to be done framework to your ecommerce store.

Chris Spiek is a Partner and Co-Founder at The Re-Wired Group, where he helps companies use the Jobs To Be Done (JTBD) framework to enable people to develop products that consumers love to buy and use.

He’s a technology executive with a background in Product Development & Innovation, Interactive Marketing Strategy, Disruptive Innovation, Sales & Marketing Strategy, and Web Application Development.


Chris has been studying, refining, and applying Jobs To Be Done across a variety of industries for over 10 years including software, education, consumer-packaged-goods, healthcare, e-commerce, and more.

He has taught Jobs to be done to teams in small startups and huge Fortune 500s, including a few companies you might know, MailChimp, Basecamp, and Intercom.

In this episode, Chris teaches you how to apply the jobs to be done framework to your ecommerce store.

Topics Discussed:

  • How the Jobs To Be Done framework contrasts with the “buyer persona”
  • Why there’s no such thing as an impulse buy, and what that means to your business
  • People “higher” products for a “situation”, not because of who they are
  • Using JTBD to add situational context to your online advertising
  • How to apply the Jobs To Be Done framework to your ecommerce store today, and start seeing results immediately


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Austin & Chad!

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