070: Katelyn Bourgoin - Stop Selling Courses & Start Selling These

This interview podcast features marketing expert Katelyn Bourgoin discussing the "Jobs-to-be-Done" framework and its application to creator businesses. The conversation begins with Bourgoin's entrepreneurial journey, highlighting her experiences with an agency, a venture-backed startup, and her current consultancy, Customer Camp. Bourgoin then explains the Jobs-to-be-Done framework, emphasizing the importance of understanding customer needs and using one-on-one interviews to gain actionable insights. She provides a practical example using BarkBox, demonstrating how understanding customer triggers can lead to more effective marketing. Finally, the discussion shifts to business models for creators, advocating for actionable products like checklists and templates over lengthy video courses, illustrating this with examples from her own business and others.