jobs to be done
TRANSCRIPT
JTBD in brief
An approach to design
JTBD in brief
An approach to design
Widely applied in product, service and marketing
JTBD in brief
An approach to design
Widely applied in product, service and marketing
Explores true motivations that customers act on
Key point of JTBD
Want to innovate?
Key point of JTBD
Want to innovate?
“If I had asked people what they wanted, they would have said faster horses.”
Key point of JTBD
Want to innovate?
“How can people tell you what they want if they haven’t seen it before? If we ask them what they want, we’ll end up doing Swan Lake every year!”
Key point of JTBD
People “employ” a solution to do a job for them.
Key point of JTBD
People “employ” a solution to do a job for them.
A task tells you what the customer does with the solution.
Key point of JTBD
People “hire” a solution to do a job for them.
A task tells you what the customer does with the solution.
A job focuses on the struggles they face to improve their life.
Tasks vs Jobs
Task: I want to ride my horse to the next village.
Tasks vs Jobs
Task: I want to ride my horse to the next village.
Job: I want to move quickly and comfortably between places so I don’t get wet or killed by bandits on the way.
Tasks vs Jobs
Task: I want to listen to MP3s I downloaded from the Internet on my phone.
Tasks vs Jobs
Task: I want to listen to MP3s I downloaded from the Internet on my phone.
Job: I want to be able to listen to my favorite music whenever I feel like it.
JTBD process
1. Identify jobs - gain empathy towards target audience.
1. Identify jobs - gain empathy towards target audience.
2. Categorize - write job stories and group them in situational segments.
JTBD process
JTBD process
1. Identify jobs - gain empathy towards target audience.
2. Categorize - write job stories and group them in situational segments.
3. Define and prioritize opportunities - analyze benefit, demand and supply.
JTBD process
1. Identify jobs - gain empathy towards target audience.
2. Categorize - write job stories and group them in situational segments.
3. Define and prioritize opportunities - analyze benefit, demand and supply.
4. Prototype, validate, repeat - ship something that works and keep on improving.
Links
- Jtbd.info
- http://www.claytonchristensen.com/key-concepts/
- http://hbswk.hbs.edu/item/clay-christensens-milkshake-marketing
- https://www.youtube.com/watch?v=VmbSpTJXozk - Clayton Christensen on the gist of the milkshake study
