Our social and economic worlds are dominated by an overwhelming access to information, but what does it mean to organizations and the way they relate to the needs of their customers? Over the last twenty years we have seen a significant shift away from understanding customers by their characteristics, to understanding them by their motivations. In an economy predicated on getting people’s attention, it is very important to understand why people are disposed to do what they do. Adrian welcomes guest Michael Lachapelle to discuss evolving perspectives on understanding customers, the evolution and use of the Jobs-To-Be-Done frame of reference, and current methods and tools to understand customer motivation to help one design value propositions, products and services that matter to the customer.
About the Speaker Michael has more than 20 years of experience in business design, enterprise business analysis, strategic management, and business, product and service innovation. An independent consultant, Michael works with senior executives and managers, helping them better align, communicate and change the way they do business. He has worked with clients from many sectors: private, public, not-for-profit, member-based organizations and government. His clients range from established multi-national organisations and businesses to small enterprises and early-stage startups. He coaches individuals and small teams, helps organisations implement business design methods, and facilitates product, service and business innovation initiatives. Michael is a member of the core development team for Mobius Outcome Delivery and is a Strategyzer certified Business Model Canvas coach and consultant.