Summary: It's been clear to many of us in the #JTBD world that having a better understanding of the emotion that a consumer experiences related to a purchase will not only help us develop better products, but will also help us message better, market better, and design advertisements better. This week <a href="https://twitter.com/matthewgunson">Matthew Gunson</a>, Senior Strategist at <a href="http://www.laneterralever.com/">Lane-Terralever</a>, joins us on Jobs-to-be-Done Radio to talk about his experience applying Jobs-to-be-Done in an ad agency."I sat down and started designing something, and it was one of the most amazing experiences I've had designing because every question that I had was answered." Matthew walks us through how he came to discover Jobs-to-be-Done, and shares tips on how others in the advertising industry might think about learning it and taking the first steps towards applying it. He also tells a great story of how he applied JTBD to a project in the education space related to Charter Schools, and how it helped him quickly lay out a clear course of action for the client. Show Notes <a href="https://twitter.com/matthewgunson">Follow Matthew Gunson on Twitter</a> <a href="http://www.laneterralever.com/">Lane-Terralever</a>
