The one question framework that helped Intercom achieve over $800M in monthly recurring revenue

Intercom’s Glow-Up: The Power of “Jobs-To-Be-Done”

Let’s spill the tea on how Intercom transformed from confusing to crushing it. When they first launched, things weren’t exactly smooth sailing:

• They rolled out a giant package of features. 😵‍💫
• The reaction? Customers were scratching their heads: “What even is Intercom?” 🤔
• The messaging was vague, and people couldn’t figure out how it solved their specific problems.

The Game-Changer: Jobs-To-Be-Done Framework

Intercom needed a new approach, so they turned to the Jobs-To-Be-Done (JTBD) framework. Here’s how it worked:

1. Flipping the Script:
   Instead of talking about features or even benefits, they asked:
   “What tasks are our customers hiring us to do?”
2. Reorganizing Around Solutions:
   They broke down their product into four key job categories based on customer needs:
   • Acquire: Help businesses get more leads and customers.
   • Engage: Keep customers engaged and active.
   • Learn: Provide insights and feedback to improve the customer experience.
   • Support: Deliver top-notch customer support.

The Results? Game-Changing.

This shift in focus:

• Made their offering clear and actionable for customers.
• Highlighted the specific problems they solved, making it easy for prospects to see the value.
• Helped them rake in $10 million in recurring revenue annually. 💰

The Lesson? Clarity Wins.

By focusing on what customers need rather than overwhelming them with features, Intercom made their product indispensable.

What About You?

Can you describe your product using the Jobs-To-Be-Done framework? Here’s how to start:

1. Ask the Big Question:
   What specific tasks are your customers “hiring” your product to accomplish?
2. Reframe Your Offering:
   Break down your product or service into clear categories that align with those tasks.
3. Communicate the Job:
   Instead of overwhelming customers with features, show them exactly how your product makes their life easier by tackling their most pressing jobs.

Why It Works:

• Clarity: Customers instantly understand your value.
• Alignment: You meet people where they are and address their real needs.
• Focus: It keeps your messaging and product development laser-targeted.

Take a page from Intercom’s playbook and ask yourself:
What job is my product doing for my customers? Answer that, and you might just be the next glow-up story. 🚀✨