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"That functional job to be done is one part of it. There's an emotional part of it as well and this is where much more of the human human comes in. Maybe the head of support is afraid of losing their job, I mean that's emotional! If you can truly understand the one level deeper (emotional part of it), you will be able to communicate with your customers in a way that makes them feel like you truly get them." -Shane Murphy-Reuter

Getting the GTM motion right for your business and market is one of the highest leverage things you can do for your business.

Shane Murphy-Reuter (SVP of Marketing at Intercom) joined Scott Britton and Andrei Newman on the Business is Human podcast. 

Interesting ideas we discussed include:

  • The jobs to be done framework applied to GTM messaging
  • The importance of understanding your buyer
  • Investing and measuring brand (and why you should!)Being vulnerable as a leader


Andrei Newman

Written by Andrei Newman

Product Manager