Ep. 523 | How the Jobs-to-Be-Done Framework Uncovers Customer Blind Spots

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary

In this episode of OnBase, host Chris Moody is joined by Alison Mendoza to dive into the power of the Jobs-to-be-Done (JTBD) framework and its transformative impact on innovation, marketing, and product strategy. Alison shares her non-linear journey into R&D, how her background in linguistics shapes her collaboration with engineers, and how JTBD allows companies to avoid blind spots and uncover real customer needs.

Listeners will gain insights into how Honeywell uses behavioral science and JTBD to drive meaningful product adoption, why traditional voice-of-customer methods often fall short, and how AI is unlocking strategic work by automating repetitive tasks. From uncovering misaligned innovation strategies to empowering teams through better language and observation, this episode is a masterclass in modern customer-centric thinking.

Key takeaways:

• Jobs-to-be-Done (JTBD) vs. Hypotheticals: JTBD eliminates guesswork by focusing on observable behaviors, not hypothetical customer desires.
• Behavioral Science + JTBD = Impact: The fusion of decision-making psychology with JTBD drives better adoption and product-market fit.
• Innovation Pitfalls: Over-reliance on competitor analysis or legacy processes can limit true innovation.
• Speak Their Language: Product teams must translate customer outcomes into language engineers can act on.
• AI for Strategic Work: Honeywell’s $120M in AI-driven savings shows how tech can free time for impactful, strategic work.

Quotes:

“We don’t really have to worry about product-market fit if we’ve built a product on the Jobs-to-be-Done framework.”

“If you use AI for simple tasks, it will give you simple output. Use it for complex challenges—like segmentation or positioning—and you’ll see exponential value.”Best Moments

Tech recommendations:

• ⁠⁠Notebook LM (Google)⁠⁠: A powerful AI research assistant ideal for strategic marketing and A/B testing.

Resource recommendations:

• ⁠⁠Thinking, Fast and Slow⁠⁠ by Daniel Kahneman
• Books by ⁠⁠Jonah Berger⁠⁠ – Practical marketing playbooks from the Wharton professor
• ⁠⁠321 Newsletter by James Clear⁠⁠ – Weekly insights on habits, strategy, and self-improvement

Leaders to follow:

• ⁠⁠Chandler Stillman⁠⁠– Director, Marketing & Customer Experience at ADDMAN
• ⁠⁠Liz Schmittou⁠⁠– Brand & Marketing Content Leader at ADDMAN
• ⁠⁠Emily Carr⁠⁠– Consulting Account Lead at Google
• ⁠⁠00:30⁠⁠Alison’s global career journey from flight attendant to R&D innovator

Best moments:

• ⁠⁠03:00⁠⁠JTBD explained and why most voice-of-customer methods fall short
• ⁠⁠08:30⁠⁠How to bridge engineering and customer outcomes with the right language
• ⁠⁠14:00⁠⁠The synergy between behavioral science and JTBD in shaping innovation
• ⁠⁠16:40⁠⁠Honeywell’s AI success: $120M saved through automation and productivity tools
• ⁠⁠20:20⁠⁠The evolving challenges of B2B marketing and the role of dynamic content

About the guest:

Alison is the Global Sr. Director of Innovation at Honeywell International, leading innovation and growth across the Honeywell portfolio of businesses. With over 15 years of global experience, she integrates customer-centric expertise in aerospace and advanced technology sectors. Alison is also a member of the Strategic Communications Committee at AUVSI and actively recruits for the Honeywell Political Action Committee. She shares insights on innovation, communication, persuasion, and leadership in her LinkedIn blogs.

⁠⁠Connect with Alison⁠⁠.