bourgoin-why-we-buy
Why We Buy: buyer stories to trigger tests
Based on Katelyn Bourgoin's public method. Not affiliated with or endorsed by Katelyn Bourgoin.
When to use
Use this skill to improve marketing by explaining why a buyer started looking, what progress they wanted, and what made a purchase believable. It produces a buyer-insight and trigger-test brief with usable copy and one recommended experiment. Suitable requests include positioning, offers, landing pages, ads, emails, and acquisition campaigns. Begin with behavior and context, then choose a psychological presentation that fits the evidence. [S1][S2]
Use the full loop when interviews or buying stories are available. With reviews, support notes, or sales conversations alone, use a provisional version and identify the missing evidence. For a narrow copy revision, apply the relevant insight and messaging checks without expanding the assignment into a research program. These scope adaptations are package conventions, not additional claims about Bourgoin's framework.
A finished brief must distinguish buyer evidence, interpretation, and a hypothesis awaiting testing. Do not manufacture buyer quotations, emotional motives, endorsements, urgency, or results to fill empty fields. The method generates useful possibilities from stories; it does not establish that a single story represents a whole market. See references/method.md for the evidence rules and exceptions.
Procedure
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Define the decision. Record the requested deliverable, one growth objective, the intended buyer, and available evidence. Establish the existing metric if known. Use the scope and objective rules in references/method.md, then open templates/output-template.md as the working brief.
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Select a useful informant. Prefer a recent, best-fit purchaser who obtained value. Before launch, use a recent competitor buyer or someone currently buying a solution. Demographic similarity is insufficient. Follow the recruitment and timing rules in references/method.md. [S1][S2]
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Recover the buying sequence. Trace the purchase back to the first struggling moment, then reconstruct searches, conversations, alternatives, and decisions. Ask what happened rather than what someone might do. Use the interview prompts in references/method.md. [S1][S2]