Million Dollar Mindset: Think Like a Customer
Do you ever wonder how some leaders and teams consistently innovate, differentiate, and achieve predictable revenue growth, while others seem stuck spinning their wheels?
On a recent episode of the Million Dollar Mindset podcast, I explored what it takes to think like your customers, anticipate their hidden needs, and drive meaningful innovation in your market with podcast host Kent Irwin.
Here’s a quick taste of the insights you’ll discover:
1) Why the fastest way to differentiate isn’t generating ideas, but understanding what your customers are trying to accomplish, how they measure success, and where they still struggle.
2) How to reveal hidden unmet needs—without guesswork—so innovation becomes a repeatable business process.
3) Practical ways to align your team’s focus around customer-centric innovation for measurable business results.
Ready to shift your mindset and unlock new growth?
Watch the full podcast episode and explore how Jobs-to-Be-Done (JTBD) can help you drive innovation, differentiation, and growth:
👉 Watch the Full Episode on YouTube »
Here are some of the topics that we discussed:
(0:31) Intro & Guest Introduction: Meet Urko Wood, Innovation & Growth Strategy Consultant at Reveal Growth Consultants
(1:01) How Urko Discovered Jobs to Be Done (JTBD) and Founded Reveal Growth Consultants
(1:40) Why Traditional Customer Research Fails at Identifying New Opportunities
(6:09) Ideal Clients: Leaders who Recognize Unmet Customer Needs as the Crux of Growth
(16:45) Debunking the Myth that Customers Can’t Tell You What They Want
(25:05) How to Accurately Identify Hidden Customer Needs (and Avoid Phantom Needs)
(26:15) Common Mistake: Jumping to Solutions Before Understanding Customer Needs Clearly
(32:06) Using JTBD to Create Genuine Competitive Advantage
(35:07) Real-world JTBD Success Stories (Accounting Firm, Private Airline, Education)
(50:23) Why Innovation Isn’t Inherently Risky, Messy, or Expensive—if Done Right
(56:38) Three Essential Questions Every Leader Should Ask to Reveal Hidden Customer Needs
(59:20) How to Get Started with Lean JTBD for Your Business
(59:39) Final Thoughts: How JTBD Drives 10X Differentiation and Growth
You know how companies sometimes struggle to understand what their customers really want?
In fact, misunderstanding customer needs is the leading cause of new product and business failure—turning product innovation into a costly and frustrating guessing game.
But it doesn’t have to be that way.
We help business leaders uncover their target customers’ unmet needs to create differentiated growth strategies and products with strong market fit.
We do this through training, consulting, advisory services, and our new offering: Lean JTBD OS™.
Lean JTBD OS™ is the missing piece in scaling customer-driven innovation as an enterprise-wide capability, embedding Jobs Thinking directly into your organization’s culture and daily decision-making.
Want to explore how Lean JTBD OS™ can drive differentiation and innovation for your business?
➡ Let’s connect—feel free to reach out to learn more: https://calendly.com/urko/30min
➡ Or sign up for priority access to Lean JTBD OS™ and help us shape this new offering: https://revealgrowth.com/priorityaccess/
“What’s the biggest challenge you face when trying to innovate in your business? Let’s discuss in the comments!”
