One of the things I love most about being part of Network in Action (NIA) here in Denver is how intentional we are about building real relationships. Our meetings aren’t just about swapping business cards or giving surface-level referrals—they’re about digging deeper, learning what makes each other tick, and figuring out how we can truly add value to one another’s networks.
But here’s the thing: the quality of our referrals starts with the quality of our conversations. And that’s exactly where the Jobs to Be Done (JTBD) framework comes in.
JTBD: The Missing Link to Better Networking Conversations
The JTBD framework helps us move beyond generic titles and industry jargon to uncover what really drives our clients' decisions. When you’re clear about the job your clients are hiring you to do, you give your fellow NIA members the tools they need to refer you with confidence and precision.
Why Does This Matter in NIA?
In our NIA meetings—whether we’re gathered in downtown Denver, Lakewood, or Englewood—we don’t just want to know what you do; we want to know why it matters. When we understand the real challenges you solve and how you make your clients feel, we can actively listen for those needs in our own networks.
JTBD Questions to Supercharge Your Next NIA Meeting
Here’s how you can use JTBD to make your contributions at NIA even more impactful:
1. What ‘job’ are your clients hiring you to do?
Don’t stop at “I’m a CPA” or “I’m a realtor.” Instead, say something like, “I help small business owners eliminate financial uncertainty so they can confidently grow their companies.”
2. How do your clients want to feel as a result?
Maybe your clients want to feel peace of mind, empowered to make big decisions, or less overwhelmed. Helping your NIA group understand this emotional win makes your story memorable.
3. What challenges or pain points do you solve?
This is where the lightbulbs go off. If you’re a marketing consultant, instead of just saying you do “lead generation,” say, “I help companies who feel stuck getting quality leads stop wasting money on marketing that isn’t working.”
How JTBD Makes You More Referrable Within NIA
When you articulate your business using JTBD, you’re making it easier for your fellow NIA members to spot opportunities for you. You’re giving them the exact language to listen for when talking to their clients, family, and friends.
For example:
Instead of “I need a business coach,” someone might say, “I feel like I’m constantly working but not making progress.”
Instead of “I need a financial advisor,” someone might say, “I’m worried I don’t have a solid plan for my retirement.”
If we know the “jobs” you solve and the emotions you help create or prevent, we’ll recognize these signals more easily—and send quality referrals your way.
Quality Over Quantity: The NIA Way
At NIA, we believe in quality over quantity when it comes to referrals. The JTBD approach helps us have deeper, more meaningful conversations, leading to referrals that are not just frequent but highly aligned. It’s not just about handing out business—it’s about creating connections that stick because we truly understand each other’s value.
Ready to Experience This in Action?
If you’re a business owner or professional in the Denver area who values deeper relationships and high-quality referrals, I invite you to join us at one of our upcoming Network in Action meetings. Come experience firsthand how conversations rooted in frameworks like Jobs to Be Done help us build trust, sharpen our messaging, and create a community where everyone wins.
Whether you’re looking to grow your business, connect with trusted advisors, or simply engage in meaningful dialogue with like-minded professionals, there’s a seat at the table for you.
Reach out to me directly, and let’s get you connected to the power of NIA Denver!
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