distribution

“People change what they do less because they are given an analysis that shifts their thinking than because they are shown a truth that influences their feelings.” — John Kotter

This line is pure Jobs to Be Done energy.

People don’t buy on logic. They move when something hits an emotional nerve.

That’s why knowing your ideal customer matters. You’re not just selling features—you’re speaking to the real job they’re hiring you for (and how it makes them feel).

📷 + Channel Owner /nature | Go-To-Market and Service Design Sprint Master /distribution

Absolutely spot-on insight!
Kotter captures the essence perfectly. it’s about emotion, not logic. Understanding our customers' deeper motivations - their hopes, fears, aspirations is key to crafting compelling messages that resonate deeply.
In marketing, we often focus too much on features rather than addressing the underlying emotional need behind every purchase decision. When we connect with those needs, that's where true influence happens.
Great reminder to keep digging into understanding what truly drives our audience! ✨