The 4 "Modes" of Revenue Development using Jobs-to-be-Done

The Context vs. Mode thinking

The evidence shows that it’s more expensive to acquire a new customer than it is to keep and grow existing customers. Then of course, there’s that last piece where you want to leverage your customer base as vocal advocates, or brand ambassadors. This means that sub-objectives supporting the Job-to-be-Done are slightly different depending on the mode you are in, as part of revenue development.

Note: I made an oopsy in earlier posts, which I’ve corrected here, and will fix elsewhere. Determining business objectives has been replaced with developing marketing capabilities. I’m not sure how that slipped past me. Too many versions?

Mode vs. Context

Context: the circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed.

Mode: an option allowing a change in the method of operation of a device

The way I view this is that I might go running. Depending on the weather, the circumstance might be rain, freezing temperatures, …