Pascal Laliberté is a product designer, builder and customer researcher who helps founders understand one of the most important questions in business: why does a customer actually decide to buy? Through his consultancy, he works with founders and product leaders on buyer psychology, customer research and product decisions, and has written more than 100 articles exploring how buyers make choices. His background also spans UX, software development and product building, giving him a practical view of the relationship between customer insight and what a company chooses to create. He’s also active in the Ottawa community, leading the Minimum Viable Meetup group and its Projects Night events.

Pascal applies tools from the Jobs-To-Be-Done theory to uncover the forces behind purchase decisions: what causes customers to switch, what holds them back, what alternatives they are really comparing and what progress they are trying to make. That insight can influence product strategy, positioning, sales messaging and even how to sell to all who interact with and buy into the idea of business (suppliers, employees, partners, etc).

At Founder’s Lab, Pascal helps founders to make better hypotheses about what will cause their customers (and stakeholders) to sign-up, to gather evidence by interviewing customers, and to shape better products as a result.