JTBD - The 4 Forces of Progress

A quick review and tutorial on the 4 forces that cause consumers to switch from one product to another.

Transcript

1. #jtbd @madeinlafrance @mcsaatchi @brainmates INFLUENCING PRODUCT ACQUISITION & RETENTION WITH THE 4 FORCES OF CUSTOMER PROGRESS SYDNEY JOBS-TO-BE-DONE MEETUP CHRISTIAN LAFRANCE
2. #jtbd @madeinlafrance @mcsaatchi @brainmates JOBS-TO-BE-DONE & CUSTOMER PROGRESS - INFLUENCING THE 4 FORCES OF PROGRESS
3. #jtbd @madeinlafrance @mcsaatchi @brainmates JOBS-TO-BE-DONE & CUSTOMER PROGRESS
4. #jtbd @madeinlafrance @mcsaatchi @brainmates “ #jtbd @madeinlafrance @mcsaatchi @brainmates People don’t buy stuff, They buy what stuff does for them. Bob Moesta – Chris Spiek, The Rewired Group
5. #jtbd @madeinlafrance @mcsaatchi @brainmates adapted from UserOnboard.com + = Potential customer Your product Awesome person who can do rad shit PEOPLE ‘HIRE’ YOUR PRODUCT TO GET A ‘JOB’ DONE This is This isn’t what you sell
6. #jtbd @madeinlafrance @mcsaatchi @brainmates Stimulate my mind during a boring commute http://i.telegraph.co.uk/multimedia/archive/02474/stereoCUT_2474932 b.jpg Get in the mood for work Get up-to-date Feel connected to my community Impart good musical taste to my kids Radio is hired to…
7. #jtbd @madeinlafrance @mcsaatchi @brainmates “ #jtbd @madeinlafrance @mcsaatchi @brainmates The switch: the moment where there is an explicit choice to a new solution. Bob Moesta & Chris Spiek, The Re-Wired Group
8. #jtbd @madeinlafrance @mcsaatchi @brainmates PEOPLE SWITCH TO GET A ‘JOB’ DONE BETTER adapted from UserOnboard.com - = Old product Awesome person who can do rad shit + New product Awesome person who can do rad shit even better
9. #jtbd @madeinlafrance @mcsaatchi @brainmates TAKEAWAYS – Making progress implies switching > Evidences customer needs & goals – The switch highlights the criteria important to customers & crystalises tradeoffs > Avoids feature bloat & helps prioritisation – Is what people have done, not aspirations > Is reliable data
10. #jtbd @madeinlafrance @mcsaatchi @brainmates INFLUENCING THE 4 FORCES OF PROGRESS
11. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group THE 4 FORCES THAT DRIVE OR STOP PROGRESS Uncertainty surrounding new solution Outcomes of new solution Problem with existing situation Tug of historical allegiances
12. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group CUSTOMERS SWITCH WHEN THE BALANCE TIPS PUSH + PULL > ANXIETY + HABIT New behavi our
13. #jtbd @madeinlafrance @mcsaatchi @brainmates JTBD
14. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd #jtbd @madeinlafrance @mcsaatchi @brainmates “I installed this podcast app to listen to mentally stimulating content during my commute” B: PULL of the new solution
15. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd #jtbd @madeinlafrance @mcsaatchi @brainmates “When uni started again, I got bored with my music during the 45min bus ride” A: PUSH of the present
16. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd #jtbd @madeinlafrance @mcsaatchi @brainmates “I read the negative reviews to check if the problems they mentioned could apply to me” D: ANXIETY of the new solution
17. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd #jtbd @madeinlafrance @mcsaatchi @brainmates “I have my favourite Radio National programs...” C: HABIT of the present
18. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd #jtbd @madeinlafrance @mcsaatchi @brainmates “I emailed some questions to my bank manager about a home loan. He took 2 days to respond with vague information” A: PUSH of the present
19. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group FOCUS PRODUCT INITIATIVES BASED ON THE 4 FORCES
20. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group MAXIMISE ACQUISITION GAIN CREATORS PLACEBOS CATALYSTS PAIN RELIEVERS YOUR CUSTOMER NOT YOUR CUSTOMER
21. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group MINIMISE CHURN PAIN RELIEVERS ADDICTIONS GAIN CREATORS New behavio ur ANXIETY of the new solution YOUR CUSTOMER NOT YOUR CUSTOMER
22. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group PAIN RELIEVERS Address the issues that trigger customers to start looking passively or actively
23. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group GAIN CREATORS Deliver the product/service in a way which is more aligned to customer’s Job-To-Be-Done
24. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group Catalysers Alleviate uncertainty regarding the new solution
25. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group Placebos Onboard customers and minimise effort to sever ties with competitors
26. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group Addictions Embed product in people’s life, deliver increased value with history & relationships
27. #jtbd @madeinlafrance @mcsaatchi @brainmates TAKEAWAYS – Best ROI is achieved by grounding product initiatives on the 4 forces > Switchers help you to get to priority initiatives quickly – The 4 forces help you to link initiatives to acquisition and churn > Easier to demonstrate ROI
28. #jtbd @madeinlafrance @mcsaatchi @brainmates “ #jtbd @madeinlafrance @mcsaatchi @brainmates We only talk to people who have bought [switchers] because embedded in their choice set is the value code of what they’re willing to switch from and to, so we don’t over-engineer the product. Bob Moesta, The Rewired Group, aka ‘Milkshake Man’
29. #jtbd @madeinlafrance @mcsaatchi @brainmates REVERSE ENGINEER HOW CUSTOMERS MAKE PROGRESS - = Old product Awesome person who can do rad shit + New product Awesome person who can do rad shit even better Don’t reverse engineer your competitors’ products
30. #jtbd @madeinlafrance @mcsaatchi @brainmates References User Onboarding Features vs. Benefits www.useronboard.com/features-vs-benefits/ The Re-Wired Group Unpacking the Progress Making Forces Diagram www.jobstobedone.org/radio/unpacking-the-progress-making-forces-diagram/ The Re-Wired Group The Interview Timeline www.jobstobedone.org/radio/the-mattress-interview-part-one/