Kobi Omenaka Argues Marketers Sell Products, Not Progress, on LinkedIn

In a recent LinkedIn post, Kobi Omenaka discusses a fundamental error he believes most marketers make: focusing on selling products rather than the progress those products enable in customers’ lives. Omenaka introduces the concept by stating that consumers do not buy products; instead, they “hire” them to accomplish specific tasks or achieve desired outcomes.

Omenaka elaborates on this idea, which he identifies as the Jobs To Be Done (JTBD) framework. He contends that the product itself is secondary to the underlying need or aspiration it fulfills. To illustrate his point, Omenaka provides several examples of well-known brands and re-frames their offerings not by what they are, but by the ‘job’ they do for the consumer.

“Your product is never the thing you sell. It’s the progress people want to make in THEIR lives.”

Understanding the ‘Job to Be Done’

According to Kobi Omenaka, this distinction is crucial because it explains why much marketing fails to resonate. He argues that by marketing the product itself, brands miss the core motivation behind a purchase. Omenaka suggests that consumers are driven by the progress they seek, and effective marketing should speak to this deeper motivation.

Reframing Brand Offerings

Omenaka uses a series of examples to highlight how brands can be perceived through the lens of JTBD:

• Netflix is not just a streaming site, but rather a tool for relaxation after a demanding day.
• Disney is framed not by its movies and parks, but as a way to facilitate a “safe return to childhood.”
• Airbnb is presented as more than accommodation; it’s about the experience of “pretending you live somewhere new.”
• Spotify’s value is in providing “instant control of your mood,” not just music.
• Uber offers the “relief of control on demand,” rather than simply being a taxi service.
• Amazon delivers the “joy of not having to wait anymore,” going beyond mere shopping.
• YouTube serves as a multi-functional space, a “classroom, a cinema stage, and a pub all in one,” rather than just video hosting.
• IKEA signifies the “rite of independence: a home you built yourself,” transcending simple furniture.
• Zoom facilitates the feeling of making “long distances disappear,” rather than just being a video call platform.

The Pitfall of Product-Centric Marketing

Kobi Omenaka points out that this product-centric approach leads to ineffective campaigns. He states:

“That’s why most marketing falls flat. It sells the thing. But people only buy the job.”

In Omenaka’s view, understanding the ‘job’ a customer is trying to get done is paramount. This involves empathizing with the customer’s situation, their desired future state, and the obstacles they face. By aligning the product’s benefits with the progress the customer seeks, marketers can create more compelling and effective messaging.

A Call for Progress-Oriented Marketing

The post concludes with a direct question to his audience, prompting reflection on their own marketing practices:

“❓Yes or no: are most brands guilty of marketing the product instead of the progress?”

Omenaka, who identifies himself as a corporate athlete aiming to prevent burnout, encourages followers to engage with his insights on professional development and marketing strategy. His core message underscores the importance of shifting marketing focus from features and specifications to the tangible progress and emotional outcomes that customers are truly seeking.