jobs-to-be-done framework - an introduction
TRANSCRIPT
Welcome toJobs-To-Be-Done Framework
#JTBD
The Milkshake Story
Focused on the product
Asked the customers
Profiled their targeted consumers
into market segments
Still no results!
Observed customers
Context
They interviewed them about the purchase
Discovery!
We buy because a product helps us get a job done.
We hire products to do jobs for us.
Jobs-To-Be-Done Conventional Marketing
Frames customers by attributes—using age ranges, race, marital status, and other categories.Focused on what companies want to sell, rather than on what customers actually need.
Focuses on the problem customers would like to solve.
Focuses on understanding the “job” for which customers find themselves “hiring” a product or service.
Some jobs are timeless, but the solutions may not be.
Transporting documents to far away places.
Pharaohs hired foot couriers & homing pigeons to transport documents
President Roosevelt hired trains to get his documents across the US
Today businesses hire FEDEX to fly their documents across the world.
JTBD Principles• Job: A situation someone wants to resolve• Hire: Choosing and using a job• Fire: No longer using a solution for a Job-To-Be-Done• Consideration Set: Solutions being considered to hire for the job• The Switch: The moment where there is an explicit choice towards
a new solution
• Forces: Emotional energy when using, buying, or switching to a product
The Equation of Progress
Jobs-to-be-Done forces diagram by Margaret Wilkins.
Switchers are important
By interviewing Switchers we learn
The Real Story
Trade-offs
Consideration Set
Point of Purchase
Finding the first
thought
Uncover the consideration set, emotions, and anxieties
Interview Technique
Interviews Help You
• Understand the journey your customer had to undertake in order to make the commitment to your product.
• Get a better picture of the various emotional and social aspects influencing the decision-making process.
Review• Customers find themselves with a problem they would like to solve.
• JTBD is focused on understanding the “job” for which customers find themselves “hiring” a product or service.
• Use interviews, timelines, the forces of progress to help you understand the journey your customer had to undertake in order to make the commitment to your product.
• Learn more at https://medium.com/the-job-to-be-done
“People do not want a quarter-inch drill, they want a quarter inch hole.”
Theodore Levitt American Economist and Professor at Harvard Business School
Thank You