Post on 30-Apr-2023
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„People hire products to get a job done“
Clayton Christensen
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A FAST-FOOD CHAIN WANTED TOIMPROVE THE SALES OF THEIRMILKSHAKES.
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THEN A RESEARCHER IN THE TEAM REDEFINED THEPROBLEM AT HAND BY TRYING TO FIND OUT WHATJOB PEOPLE WERE TRYING TO GET DONE THATCAUSED THEM TO HIRE A MILKSHAKE.
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WHY FOCUSING ON THE PRODUCT DOESNOT WORK?
1.Adding features doesn’t mean adding value.
A feature is not used in a vacuum, it has tohelp the user achieve a real-life situation goal.
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2.Being better than direct competitors doesn’t
mean being good or relevant.
The goal of the user (not the product) definesthe competition.
WHY FOCUSING ON THE PRODUCT DOESNOT WORK?
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WHY FOCUSING ON USER CLAIMS DOES NOT WORK?
1.What users say they want (stated preferences) is
often not what they actually choose (revealed preferences).
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WHY FOCUSING ON USER CLAIMS DOES NOT WORK?
2.People think in terms of existing solutions,
not in terms of goals they try to achieve.
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WHY FOCUSING ON MARKET SEGMENTS DOESNOT WORK?
People don’t consume by conforming to particular segments but because they are looking for a
solution.“The fact that you're 18 to 35 years old with a college degree does not
cause you to buy a product. It may be correlated with the decision, but it
doesn't cause it.”
- Clayton Christensen
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“...People don’t want a quarter-inch drill,
they want a quarter-inch hole.”
THEODORE LEVITT,1960
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• JTBD is about framing the problem not the solution.
• JTBD is both a theory and a toolkit .
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WHAT IS JOBS TO BE DONE (JTBD)
JBTD is a collection of principles that help us to discover and understand the interactions between customers, their motivations, and the product they use. These insights help us deliver better results.
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JTBD
• Empathise with your users!• Customers don’t buy products or services.• They hire various solutions at various times to get an
array of jobs done.
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The product analysis, design and sale should focus on: • developing the product
• asking what users want • matching market trends
• understanding the job the users try to get done.
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WHAT IS A JTBD
o We have a JTBD when we want to make an improvement but we don’t know how.
o When a solution is found that make our life better then there is no longer a JTBD.
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WHAT IS A JOB? WHAT MAKES IT DONE?
o All consumers struggle when there is a mismatch between how their lives are now and how they would like things to be.
o This Job is Done when a customer has a solution that takes him or her from the struggle to that better life he or she imagines.
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EXAMPLE
Customers buy cars to make their life better, make them feel independent, give them the choice to go wherever they want.
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JTBD PRINCIPLE #1
Customers don’t want your product or what it does. They want to help making their live better (see progress).
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JTBD PRINCIPLE #2
People have Jobs, products Don’t!
Products are example of solution to our struggles, motivations and aspirations.
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JTBD PRINCIPLE #3
Customers don’t define or restrict competition based on the functionality or physical appearance of a product. Instead they use whatever helps them make progress agains a JTBD.
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JTBD PRINCIPLE #4
Innovation opportunities exist when customers exhibit compensatory behaviours.
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JTBD PRINCIPLE #6
Solutions come and go, while Jobs stay largely the same. Human motivation change slowly, therefore Jobs changeslowly!
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JTBD PRINCIPLE #7Favor progress over outcomes and goals!Customer measure progress along the way of using aproduct. Customers need to feel successful at every touchpoint between themselves and the business and not at the very end when they achieve their goal.
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JTBD PRINCIPLE #8
Progress defines value, contrast reveals value. Products have value when customers use them on a specificcontext.
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JTBD PRINCIPLE #9
Solution for Jobs deliver value beyond the moment of use.
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JTBD PRINCIPLE #10
Solutions and Jobs should be thought as parts of the system that work together to deliver progress to customers.Deliver solutions that work together a system and help customers making progress.Avoid local optimisation to help customers makingprogress!Customers are buying a better version of themselves!
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JOBS CAN BE STRUCTURED INHIERARCHY:
Make commute to work less boring
Prevent me from being hungry before 10AM
Refresh me in the hot weather
Related job
Related job
Mainjob
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HIRING IS A PROCESS.THERE ARE 4 FORCES IN PLAY:
Habit of the present
Anxiety of the new Magnetism of the new
Push of the situation
Behaviour change
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PEOPLE WEIGH OFF AVAILABLE SOLUTIONS(“CONSIDERATION SET”) ACCORDING TO PERFORMANCE
CRITERIA:
functional criteria(objective)
emotional criteria(subjective)
personal(how I feel about the solution)
social(how I believe I am perceived by others when using the solution)
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#1: UNLOCK NEW STRUGGLES• Unlock people’s struggles and provide solutions to get
their job done and improve their life.
• Understand how their interactions with the system of progress changes over time and what new challengesarise.
• Create a new product, add an extension to existingproducts.
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#2: THINK A COMBINATION OF PRODUCTS• Think of your products as touch points between your
business and your customers.
• Understand the interdependencies between the “producer” and “customer” demand and they way interact together to help customers make progress.
• Identify parts of the system that your business hasn’t considered. Keep your focus on the whole system of progress.
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#3: BACKWARD AND FORWARD THINKING• Think of providing solutions before and after a specific
segment.
• Whats comes after? What struggles do people have?
• What comes before that struggle? What struggles did people have prior hiring a solution?
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FORMULATE EACH JOB INTO A STATEMENT (OR JOBSTORIES):
source: Alan Klement
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CAVEAT
JTBD + ODI: Theory + Framework
Theory: Jobs as progress
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