JTBD ̶̶ Jobs to Be Done

June 2020

JTBD ̶̶ Jobs to Be Done

CHAIN REACTIONS, Bernhard Kölmel

TAKING COOPERATION FORWARD 2

JOBS TO BE DONE

WHAT IS A JOB TO BE DONE?


JOBS TO BE DONE

„People hire products to get a job done“

Clayton Christensen


JOBS TO BE DONE

A FAST-FOOD CHAIN WANTED TOIMPROVE THE SALES OF THEIRMILKSHAKES.


JOBS TO BE DONE


JOBS TO BE DONE

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.


JOBS TO BE DONE


JOBS TO BE DONE

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.


JOBS TO BE DONE

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?


JOBS TO BE DONE

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).


JOBS TO BE DONE

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.


JOBS TO BE DONE


JOBS TO BE DONE

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


JOBS TO BE DONE

I WANT TO BUY A DRILL…


JOBS TO BE DONE

“...People don’t want a quarter-inch drill,

they want a quarter-inch hole.”

THEODORE LEVITT,1960


JOBS TO BE DONE


JOBS TO BE DONE

• JTBD is about framing the problem not the solution.

• JTBD is both a theory and a toolkit .


JOBS TO BE DONE

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.


JOBS TO BE DONE

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.


JOBS TO BE DONE

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.


JOBS TO BE DONE


JOBS TO BE DONE

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.


JOBS TO BE DONE

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.


JOBS TO BE DONE

EXAMPLE

Customers buy cars to make their life better, make them feel independent, give them the choice to go wherever they want.


JOBS TO BE DONE

JTBD PRINCIPLE #1

Customers don’t want your product or what it does. They want to help making their live better (see progress).


JOBS TO BE DONE

JTBD PRINCIPLE #2

People have Jobs, products Don’t!

Products are example of solution to our struggles, motivations and aspirations.


JOBS TO BE DONE

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.


JOBS TO BE DONE

JTBD PRINCIPLE #4

Innovation opportunities exist when customers exhibit compensatory behaviours.


JOBS TO BE DONE

JTBD PRINCIPLE #6

Solutions come and go, while Jobs stay largely the same. Human motivation change slowly, therefore Jobs changeslowly!


JOBS TO BE DONE

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.


JOBS TO BE DONE

JTBD PRINCIPLE #8

Progress defines value, contrast reveals value. Products have value when customers use them on a specificcontext.


JOBS TO BE DONE

JTBD PRINCIPLE #9

Solution for Jobs deliver value beyond the moment of use.


JOBS TO BE DONE

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!


JOBS TO BE DONE

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


JOBS TO BE DONE

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


JOBS TO BE DONE

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)


JOBS TO BE DONE

#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.


JOBS TO BE DONE

#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.


JOBS TO BE DONE

#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?


JOBS TO BE DONE

FORMULATE EACH JOB INTO A STATEMENT (OR JOBSTORIES):

source: Alan Klement


CAVEAT

JTBD + ODI: Theory + Framework

Theory: Jobs as progress

Switch Interviews


JOBS TO BE DONE

JOBS-TO-BE-DONENEEDS FRAMEWORK


JOBS TO BE DONE

JTBD ̶̶ Jobs to Be Done

Documents

Transcript of JTBD ̶̶ Jobs to Be Done