Peloton Bike Jobs-to-be-Done

Strengthen your interview skills and deepen your understanding about how context creates value as Kellana shares the story of purchasing her Peloton Bike.

Introduction | Interview | Analysis

It’s never easy to hear someone talk about a time when they were heartbroken, but that’s exactly where Kellana’s story starts.

Watching Kellana talk about that moment, you can can probably imagine yourself in the doctor’s office with her and feel your heart sinking. As a compassionate human, the story is hard to hear, but as people focused on building products that help others make progress, it’s a strong signal for us.

In this interview you’ll hear how Kellana came to purchase her Peloton Bike. It’s fascinating to learn that the heartbreaking moment that kicks her story off happened a full eight years before she bought her Peloton.

So what took so long?

In the interview we’ll uncover exactly why, along with the events that lead her to tip and finally make the purchase.

She’ll also share some incredible insights about how context creates value, going from a moment where the Peloton feels incredibly expensive, to one where it’s an easy purchase to justify.

Finally, in just one interview, we uncover areas for opportunity related to how Peloton’s advertising positions the product, and how drilling in deeper could help the product appeal to a different segment of the market.

This conversation was incredibly fun for me. I hope you enjoy!