Cohen: B2B purchasing is highly emotional and stressful, not just feature-based
Tomer Cohen · Tomer Cohen: Why LinkedIn Stories Failed; How LinkedIn's Feed Was Born; AI Startups | E1019 · 20VC with Harry Stebbings · May 27, 2023 · at 12:35
Tomer Cohen is the Chief Product Officer at LinkedIn. He explains how product managers should analyze user needs using the 'Job to Be Done' framework.
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“When you buy a B to B product, it's actually a highly emotional, stressful job, because if you're going to buy a widget for a company, for your company, that's going to cost 50,000 dollars, a 100,000 dollars, a million dollars, and it's going to take months to implement, you better know what you're doing. You better do a good job. You know, it could be a career ending decision for you. So what happens with buying B to B product is that they usually, all they want is consensus. They want people to agree with them that this is the right product to buy. It's a highly emotional job. It's a really stressful job. You're trying to get people to agree with you in the company. It's almost like a committee, unofficial committee. You assemble people who agree with you that this is the right product to buy. So it's not about the features. It's really about getting your peers to align with you. It's a social job that you can actually get this done.”
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