Last week, I had the privilege of serving as the featured speaker at Baylor University's National Collegiate Digital Marketing Competition. The event, held on April 1, brought together bright marketing students eager to showcase their campaign strategies and receive feedback from industry professionals.
Judging Tomorrow's Marketing Talent
As both a featured speaker and judge, I stepped into the role of a CMO while students presented their marketing and advertising campaign progress and proposed improvements. It was inspiring to see their innovative approaches and fresh perspectives on digital marketing challenges.
The creativity and strategic thinking demonstrated by these students reinforced my belief that understanding your audience is at the heart of effective marketing—regardless of industry or product.
The McDonald's Milkshake Story
During my presentation, I shared the now-famous McDonald's milkshake story that launched the Jobs to Be Done framework—a classic business insight that has profoundly influenced modern marketing thinking.
For those unfamiliar with this business insight gem, McDonald's discovered something unexpected when researching how to boost milkshake sales. They found that a significant portion of their milkshakes were being purchased during morning commute hours—not exactly traditional milkshake time.
By digging deeper, they realized customers weren't buying milkshakes because they wanted a sweet treat for breakfast. They were "hiring" the milkshake to do a specific job: provide a convenient, filling breakfast option that could be easily consumed with one hand while driving to work. The thickness of the shake meant it lasted throughout their commute, and it kept them full until lunch.
This insight led McDonald's to develop smoothies as a product specifically designed for this use case—a perfect example of how truly understanding why customers "hire" your product can lead to innovation and growth.
Beyond Features: Understanding Customer Motivations
The core message I shared with the students was simple but powerful: effective marketing goes beyond highlighting features or benefits. It requires a deep understanding of what job your customers are "hiring" your product or service to accomplish in their lives.
This principle applies whether you're selling software, professional services, skilled trades, or agricultural products. When you understand the underlying motivation driving customer decisions, you can position your offerings to directly address those needs—often in ways your competition hasn't considered.
Looking Ahead
The competition was not only an opportunity to share knowledge but also to connect with Baylor professors, alumni, and local professionals. I'm excited about invitations to participate in future university initiatives and contribute to developing the next generation of marketing talent here in Waco.
Experiences like these remind me why I'm passionate about helping businesses align their operations and growth strategies with a deep understanding of their customers' needs. When businesses truly grasp why people choose their products or services, they can build systems and strategies that deliver consistent value.
I'd like to thank Baylor University and the marketing program for the opportunity to participate in this enriching event. The connections made and insights shared will certainly influence my approach to helping local businesses thrive.
Have you applied the Jobs to Be Done framework in your business? I'd love to hear how understanding your customers' "jobs" has shaped your approach to operations or growth. And if you're curious about how this framework might apply to your specific situation, let's talk about it during a free strategy consultation.