The power of customer-led positioning in a competitive digital arena

Using the case study of WeTransfer and JTBD to outline customer-led growth opportunities with the power of AI
Sanjna Kirtikar
Simon Marmara
Adelynne Chao

Carving a niche in an enterprise world

In the world of digital transfer and collaboration, WeTransfer has carved a niche for itself. It's not just about transferring files; it's about the seamless experience, the confidence in data security, and the empowerment of creative expression. WeTransfer has meticulously addressed both the functional and emotional 'Jobs to Be Done' (JTBD) of its users. From efficiently moving creative assets to fostering a sense of control over one's digital content, WeTransfer has been a frontrunner.

WeTransfer is accompanied by a diverse array of large multi-faceted competitors, each bringing unique strengths and perspectives to the table. Prominent among them are Dropbox, known for its robust file storage and sharing capabilities, and Google Drive (in their Workspace platform), which integrates a comprehensive suite of collaborative tools catering to a wide range of business needs. Then there are specialized platforms like Trello, focusing on project management, and not to be overlooked is Figma, carving out a niche in the design collaboration segment.

Strategic positioning based on Jobs to Be Done

Using our AI + Jobs to Be Done expertise, we delved into the marketplace to see what jobs that users are looking to solve from a functional, emotional and social perspective. To identify why WeTransfer has managed to withstand the push from enterprise solutions like Google, Microsoft and Adobe via their Creative Cloud service (which is being discontinued) and their near purchase of Figma (which will not be completed).

‍Functional Jobs (What problem this will help them solve in their life):

I want to transfer large files without hassle

I want to enhance team collaboration

I want to safeguard sensitive data

I want to customize creative interactions

Emotional Jobs (What solving this problem will help them feel):

I want to feel confident about security

I want to feel relieved about file transfer ease

I want to feel empowered to showcase creativity


Social Jobs (How they will be perceived):

Enhance reputation with efficient tools

Impress with a personalized experience

Stand out by showcasing work

Let’s delve into the numbers surrounding these organizations and what they claim to offer via their marketing channels - to understand where their strengths lie and what they are using to attract new customers.

Table Score Key: 2 = Job fully solved, 1 = Job partially solved and 0 = Job not solved.

WeTransfer Jobs to Be Done table
To view the table, please view on a desktop device.
Jobs to Be Done WeTransfer Dropbox Google MediaFire Figma Trello Slack Box
Functional Jobs (Macro)
Move creative assets efficiently 2 2 1 2 1 0 1 1
Transfer large files without hassle 2 2 1 2 0 0 0 1
Organize and send entire projects 2 2 1 2 1 2 0 1
Enhance team collaboration 2 2 2 1 2 2 2 1
Safeguard sensitive data 2 2 1 1 0 0 0 2
Customize digital interactions 2 1 1 1 1 1 1 0
Functional Jobs (Micro)
Transfer files with a button click 2 2 1 1 0 0 1 0
Keep team communication seamless 2 2 2 2 2 2 2 1
Protect files with passwords 2 1 1 0 0 0 0 1
Personalize landing pages and emails 2 1 1 0 1 0 0 0
Showcase work for feedback 2 1 1 0 1 0 0 0
Maintain clarity in feedback 2 2 1 1 1 2 1 0
Emotional Jobs
Feel confident about file security 2 2 1 1 0 0 0 2
Feel relieved about file transfer ease 2 2 2 2 1 1 1 1
Feel empowered to showcase creativity 2 2 1 0 2 1 1 0
Social Jobs
Impress with a personalized experience 2 2 1 1 1 1 1 0
Foster a collaborative team environment 2 2 2 1 2 2 2 1
Enhance reputation with efficient tools 2 2 2 2 1 1 1 1
Stand out by showcasing work 2 2 1 1 1 1 1 0
Total 38 34 24 21 18 16 15 13

This table has been generated using our AI marketing messaging analysis tool

WeTransfer: The versatile leader (100%)

WeTransfer stands out with its user-friendly, secure, and efficient service for file transfers, appealing to a wide range of users by balancing functional and creative needs. WeTransfer has carved a niche for itself. It's not just about transferring files; it's about the seamless experience, the confidence in data security, and the empowerment of creative expression. WeTransfer has meticulously addressed both the functional and emotional Jobs to Be Done of its users. From efficiently moving creative assets to fostering a sense of control over one's digital content, WeTransfer has been a frontrunner.

Dropbox: The collaborative powerhouse (89%)

Dropbox excels in team collaboration and data security, extending beyond mere storage to offer a comprehensive workspace, particularly attractive to business and enterprise users.

Google Workspace: The teamwork facilitator (63%)

Google Workspace is a strong contender for teams deeply integrated into the Google ecosystem, enhancing collaborative environments with its suite of interconnected services.

Mid-Tier Competitors: Varied functionalities (<55%)

This category includes Trello, Box, and MediaFire. Each platform serves specific market segments, from project management and team communication to secure storage and straightforward file hosting.

Figma Logo

One to watch: Figma (47%)

Figma stands out as a specialized platform for design collaboration. It offers a unique ecosystem where designers can not only create and iterate on designs but also engage in real-time feedback without having to share files directly between design teams and clients. A key part of its appeal lies in FigJam, Figma's whiteboard ideation tool, which facilitates brainstorming and early-stage design thinking. This integration of design and ideation tools in one platform makes Figma a comprehensive choice for the creative design community, addressing their specific 'Jobs to Be Done' with a focused and innovative approach.

Using AI to rapidly generate future opportunities

While WeTransfer efficiently addresses many JTBDs, there's always room for refinement. Emphasizing its role in enhancing team collaboration, safeguarding sensitive data, and offering a unique digital experience can further resonate with its audience. WeTransfer can craft a compelling narrative around being the trusted ally for all creative needs, we used our AI models to predict some future opportunities for WeTransfer.

A continuation strategy:  

"Empowering your creative flow"

The 'Empowering your creative flow' strategy by WeTransfer represents a commitment to the creative community, focusing on creating an environment where creative professionals and teams can thrive. This strategy is about more than just file transfer; it encompasses enhancing the entire creative process, emphasizing the flow of ideas, ease of collaboration, and freedom of expression. WeTransfer aims to enhance its platform with advanced features to streamline the creative process and integrate AI to offer personalized experiences, maintaining a user-centric approach.


  1. Feature Development and Platform Enhancement: Implement advanced file-sharing with feedback loops, AI-driven personalization, and integrated project management tools for seamless collaboration.
  2. Community Engagement and Support: Establish creative forums, provide educational resources and workshops, spotlight creatives using the platform, and collaborate with creative institutions.
  3. Marketing and Branding Initiatives: Launch creative flow campaigns, partner with influencers, create interactive advertisements, and sponsor creative events and awards to embed WeTransfer in the creative industry.
  4. Technical Innovation and Sustainability: Optimize mobile app functionality, emphasize security features, release a robust API for developers, and promote environmental sustainability initiatives.

Example: Collaborative Art Project

As part of the 'Empowering your creative flow' approach, WeTransfer initiates a global collaborative art project, where artists worldwide contribute diverse digital creations, facilitated by the platform's file-sharing capabilities. This project, with a theme like global creativity, culminates in a shared digital mural or collage, promoted through social media and partnerships. It exemplifies WeTransfer's seamless integration into the creative process and fosters global community engagement.

‍An enterprise approach:

"Empower your enterprise's creative collaboration"

WeTransfer aims to be an essential partner in the creative journey of businesses with its 'Empower your enterprise's creative collaboration' strategy. This approach focuses on providing a scalable, secure, and user-friendly platform that enhances creative workflows within enterprises. It's designed to cater to the unique needs of various industries, ensuring large teams can collaborate efficiently and securely.


  1. Integration and customization: Integrate WeTransfer seamlessly into the enterprise ecosystem, offering tailored solutions for different industries, with a focus on bridging gaps between various departments and facilitating smooth idea and information flow.
  2. Tailored enterprise solutions: Develop scalable solutions with enhanced security, offering seamless integration and industry-specific features.
  3. Training and dedicated support: Provide comprehensive training, workshops, and dedicated support to maximize WeTransfer’s utility in enterprise workflows.
  4. Strategic marketing and partnerships: Conduct targeted marketing campaigns, establish partnerships with software providers, and engage in industry events for credibility and relationship building.
  5. Continuous engagement and feedback: Maintain a feedback loop for product enhancement, foster an online community for enterprise users, and keep clients engaged with regular updates and success stories.

In both strategies, the focus is on understanding and fulfilling the evolving needs of users, whether they are individual creatives or large enterprises.

Key takeaways

For marketers and strategists, WeTransfer serves as a compelling case for adopting a customer-led approach. It demonstrates that understanding and addressing the needs of your users not only fuels current success but also unlocks doors to future growth. By anchoring strategies in the real jobs users are trying to get done, companies can go beyond traditional strategies and emerge as leaders in their respective domains, just as WeTransfer has in digital collaboration.

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