When Coffee and Kale Compete
by Alan Klement
Klement's take on jobs-to-be-done as progress-seeking: customers switch when they want to become someone better. Opinionated, free online, and clarifying about competition.
Read it if…
you want to understand who you really compete with.
See the book →
Skip it if…
you want Ulwick's quantitative method.
Try instead: Demand-Side Sales 101 →
Three things you will actually use
- Competition is anything serving the same progress.
- Study switching moments.
- Customers want to be better.
Do this first
Interview three recent switchers about why they switched.
Our verdict
What you really compete with.
See the book →
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