When Coffee & Kale Compete

I thought I understood JTBD, but Alan BLEW MY MIND with this book. - Justin Jackson @mijustin

'Customers don't have needs, they just want to make progress within the system they belong.' Eye-opening statement from Alan Klement's book. - Jérémie Pottier @dzey

Customers struggle when they try to make their life better but don't know how. We call this struggle a Job to be Done.

When Coffee and Kale Compete by Alan Klement will help you become better at creating and selling products that people will buy. Your joy at work will grow. You will know how to help companies increase profits, reduce waste, and remain competitive. In doing so, you will help economies prosper, and help provide stable jobs for employees and the families that depend on them.