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In 2004, McDonald’s had a frustrating problem.
They’d spent countless hours tinkering with their milkshake recipe. It was thicker, creamier, and sweeter. But, sales were flat. They were frustrated.
Then, along came Clayton Christensen with one revolutionary question:
“What job are customers hiring the milkshake to do?”
The answer wasn’t “to taste better.”
It turned out morning commuters wanted milkshakes. They were easy to sip while driving and filled them up until lunch.
When McDonald’s focused on the job instead of the milkshake, sales surged.
And here’s the twist: this same mindset can transform how you connect with architects.
Tom’s JTBD breakthrough
Meet Tom. A seasoned product rep stuck in a rut.
He’d pitched his high-performance window system to a firm. It had impressive specs, a competitive price, and a gorgeous design. But no dice.
Frustrated, Tom stumbled upon the Jobs To Be Done (JTBD) framework. And he realized the issue wasn’t his product. It was his pitch.
The architects weren’t “hiring” his windows for their features. They were hiring solutions to cut liability risks while preserving design flexibility.
Once Tom framed his product around those jobs, his specs went from “meh” to “must-have.”
Why JTBD works
JTBD, pioneered by Harvard’s Clayton Christensen, flips traditional selling on its head. It’s not about demographics or features. It’s about knowing the jobs clients “hire” your product to do.
For architects, those jobs might look like this:
- Insulation isn’t just for R-value. It’s for peace of mind—no delays, no litigation.
- Curtain walls aren’t just aesthetic. They’re tools to win prestige projects.
- Technical reps aren’t just sources of info. They’re time savers in a packed schedule.
Brands like Intuit and LinkedIn used JTBD to skyrocket success. Now, many architecture firms use it to choose materials. And for product reps like you? It’s a secret weapon to deepen relationships and lock in specifications.
How to crack the JTBD code
Here’s how you can use JTBD to win specs:
- Research like a detective: Ask architects about their biggest headaches and goals. Listen for their underlying jobs.
- Reframe your pitch: Stop listing specs. Start asking:
- “How can I help you create a façade that wows your client while staying on budget?”
- Get better answers: Use these JTBD-inspired questions:
- “What’s the biggest challenge you’re solving on this project?”
- “What would make specifying this easier for you?”
- “What risks worry you about material selections?”
- Position your product as a multitasker: Show how it addresses functional, emotional, and social jobs simultaneously.
- Functional: “Meets every spec.”
- Emotional: “Feel confident about your choice.”
- Social: “Earn recognition for your cutting-edge design.”
- Stay top-of-mind.
- Follow up with helpful resources aligned to their project phases.
- Share case studies proving how you’ve nailed their jobs in similar projects.
What it means for you
You’re not just selling products.
You’re solving the complex jobs your clients face daily. When you identify why an architect is “hiring” your product, you stop being a vendor.
You become an indispensable partner.
And that’s when specifications stop feeling like a battle. And become inevitable.
Need help uncovering your clients’ JTBD? Reply to this email with your biggest challenge, and I’ll share an idea to solve it.
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil Sutton Architect | Speaker | Coach to Building Product Reps
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P.S. Want to really get inside an architect’s head?
When you’re ready, here are 3 ways you can work with me:
- Product reps: If you’re serious about getting better at connecting with architects — Book a 1-on-1 call with me.
- Business owners or Sales Team Leaders: You can Book an Architect Connections Training Call for you and your team. Reach out and I can send you details ASAP.
- Speaking: If you’d like me to present at an upcoming sales meeting or event, reach out, and let’s talk!
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