Lodestar Completes Jobs-To-Be-Done Customer Validation Research for Shipley Energy and Energy Objective

Lodestar Completes Jobs-To-Be-Done Customer Validation Research for Shipley Energy and Energy Objective

Lodestar Advisory Partners has just completed a customer validation of a Jobs- To-Be-Done framework for Shipley’s Energy Objective B2B brokerage division.  Based on Anthony Ulwick’s well-known methodology, JTBD requires a company team to first establish or hypothesize all of the primary, secondary, and tertiary “jobs” a prospective buyer is attempting to complete in an integrated framework and then, second, conduct external customer research to validate the “goodness of fit” of the framework.

The research involved a series of 16 in-depth interviews with senior/final energy procurement executives in manufacturing and warehousing companies with annual revenues of $50-$250mm and which purchase more than >1m kwh in electricity annually across six targeted energy deregulated states, including Pennsylvania, New Jersey, and Ohio.

Lodestar CEO Dr. Tom Nelson commented, “Ulwick’s Jobs To Be Done is one of several methodologies our clients use to help detail and dimensionalize their various buyers’ journeys.  JTBD is also very helpful in understanding unmet and underserved customer needs as a means of accelerating innovation and better calibrating standards of customer care. We were very happy to have the chance to partner with the Shipley Energy Objective sales and marketing teams in validating JTBD in the rapidly expanding field of B2B energy brokerage”.


About Lodestar

Lodestar is an advisory services firm that helps clients create, manage, and utilize information and intelligence of all kinds to solve complex business problems.  Our work has two goals: improve business performance and drive growth.

The firm is built around six major practice areas – marketing research and decision sciences, information management, innovation, marketing effectiveness, customer experience management, and strategy acceleration.  We also offer specialized services in areas such as competitive intelligence, technology scouting, intellectual property assessment, future forecasting, performance measurement, marketing effectiveness, ROI assessment, strategic planning, sales force effectiveness, and go-to-market strategy.

Lodestar works with Fortune 1000 and SMB clients across a variety of industries, including financial services, healthcare and life sciences, media, publishing, technology, professional services, manufacturing, and the public sector.

For more information visit us at www.lodestarAP.com or via Donatella Monaco at Donatella.Monaco@LodestarAP.com.