Tweet
Tweet

Slide 1

Slide 1 text

WELCOME

Slide 2

Slide 2 text

Meetup #1 - Introduction

Slide 3

Slide 3 text

rodrigo@codegestalt.com buesra.coskuner@gmail.com

Slide 4

Slide 4 text

- What is Jobs To Be Done? - 2 Real world Examples - A holistic view on the product with JTBD - How can I apply JTBD right now in my own product? - Our current work - Next Meetup Agenda

Slide 5

Slide 5 text

What is Jobs To Be Done?

Slide 6

Slide 6 text

No content

Slide 7

Slide 7 text

No content

Slide 8

Slide 8 text

Why did we change?

Slide 9

Slide 9 text

No content

Slide 10

Slide 10 text

No content

Slide 11

Slide 11 text

The desire to evolve is in our DNA

Slide 12

Slide 12 text

A consumer goes along his life as he’s come to know it. Then things change. He is presented with an opportunity for self-betterment that is, make changes so he can grow. When or if he finds a product that helps him realize that growth opportunity, he can evolve to a better version of himself he had imagined.

Slide 13

Slide 13 text

No content

Slide 14

Slide 14 text

No content

Slide 15

Slide 15 text

No content

Slide 16

Slide 16 text

No content

Slide 17

Slide 17 text

“Upgrade your user, not your product. Don’t build better cameras – build better photographers.” – Kathy Sierra

Slide 18

Slide 18 text

#JTBD thinking helps us find the reasons why a person wants to evolve, which in turn allows us to provide a solution to that struggle.

Slide 19

Slide 19 text

Real World Examples

Slide 20

Slide 20 text

“Customers struggle when they try to make their life better but don't know how. We call this struggle a Job to be Done.” - Alan Klement

Slide 21

Slide 21 text

Omer and Transcendent Endeavors When Coffee and Kale Compete - Alan Klement

Slide 22

Slide 22 text

Nurses dealing with adverse events: ‘I don’t want to be that nurse that all the other nurses are talking about.’ ...nurses have a lot of things to remember. They want to get them right. There’s a lot at stake if a mistake is made. ...

Slide 23

Slide 23 text

Arm me with what I need to manage my interventions, so I can focus on helping my patients.

Slide 24

Slide 24 text

No content

Slide 25

Slide 25 text

No content

Slide 26

Slide 26 text

“The jobs that people hired traditional print newspapers to do were far better filled by other sources.”

Slide 27

Slide 27 text

● Help me find employment ● Help me to find a low-cost item I can buy this weekend ● Find someone who supports my view or who can clarify my view ● Tell me what is happening right now in my community

Slide 28

Slide 28 text

● Help me find employment ● Help me to find a low-cost item I can buy this weekend ● Find someone who supports my view or who can clarify my view ● Tell me what is happening right now in my community

Slide 29

Slide 29 text

What job are our readers hiring us to do?

Slide 30

Slide 30 text

“I want to be well-informed, feel more confident in my knowledge, and still be true to my beliefs so that I can make a difference in my home and community”

Slide 31

Slide 31 text

No content

Slide 32

Slide 32 text

“Reorienting the whole organization around that job really changed everything.” – Clark Gilbert

Slide 33

Slide 33 text

No content

Slide 34

Slide 34 text

No content

Slide 35

Slide 35 text

JTBD gives a holistic view

Slide 36

Slide 36 text

No content

Slide 37

Slide 37 text

“The trick is to look at the situation, their motivations and their desired outcomes.” - Jim Kalbach

Slide 38

Slide 38 text

JTBD JTBD JTBD JTBD JTBD JTBD

Slide 39

Slide 39 text

Problem search, finding opportunities to innovate or to optimize Channels Customer segmentation Solution research, UVP, Unfair Advantage Market Positioning / Strategy / Competitors Marketing, Branding, tone of voice, PR Design Prioritization Product decisions (improvements vs. innovations, split, merge, re-invent, re-focus, re-position) Example: chotuKool

Slide 40

Slide 40 text

& Main focus: Situation / context, motivation, outcomes Decisions based on causality Main focus: Segmentation of User Groups by demographics, behavior & goals Decisions based on correlations

Slide 41

Slide 41 text

How to apply JTBD right now?

Slide 42

Slide 42 text

No content

Slide 43

Slide 43 text

● Open a can of paint ● Scrape putty from a window ● Stab an assailant ● Wedge open a door ● Carve your initials in a tree ● Tie it to a pole and spear a fish ● Rent the spear and collect 5% of the catch Ways to use a screwdriver

Slide 44

Slide 44 text

You can’t see the uses by staring at the screwdriver. You find them by looking for situations where the screwdriver can perform a function.

Slide 45

Slide 45 text

Look for “workarounds” Excel Handwritten notes Evernote Whatsapp

Slide 46

Slide 46 text

Interview current paying customers and find out why they switched to your solution and what motivated them. In what situations are they using your product? Practical Application No. 1

Slide 47

Slide 47 text

But I’m a startup and don’t have any customers yet!

Slide 48

Slide 48 text

No content

Slide 49

Slide 49 text

No content

Slide 50

Slide 50 text

If you need a startup or product idea, interview actors in the market that you’re interested in and find out what they struggle with. Practical Application No. 2

Slide 51

Slide 51 text

No content

Slide 52

Slide 52 text

“There’s actually no new consumption. They’re already getting the job done one way or another through a different category. We help people find the analogous categories, products, or situations where people are trying to make progress, but they can’t.” – Bob Moesta

Slide 53

Slide 53 text

No content

Slide 54

Slide 54 text

No content

Slide 55

Slide 55 text

No content

Slide 56

Slide 56 text

Think about what Job your product / service is solving. Next time you make a purchase ask yourself “What am I hiring this product for?” Practical Application No. 3

Slide 57

Slide 57 text

Our Current Work

Slide 58

Slide 58 text

No content

Slide 59

Slide 59 text

Next Meetup

Slide 60

Slide 60 text

No content

Slide 61

Slide 61 text

2nd #JTBD Zurich Meetup - Performing Interviews

Slide 62

Slide 62 text

Helpful Books & Links ● Alan Klement - “When Coffee and Kale Compete” ● Des Traynor - “Intercom on Jobs-to-be-Done” ● Chris Spiek & Bob Moesta - “Jobs-to-be-Done The Handbook” ● Clayton M. Christensen - “Competing Against Luck” ● Strategyn - “Turn JTBS theory into practice” https://www.youtube.com/watch?v=G3ujSdu8mYQ ● Jobs to be Done: from Doubter to Believer by Sian Townsend - https://www.youtube.com/watch?v=VNTW_9mFM7k ● https://jtbd.info/ ● http://jobstobedone.org/ ● https://jobstobedone.ch/

Slide 63

Slide 63 text

Q & A

Slide 64

Slide 64 text

THANK YOU

Slide 65

Slide 65 text

EXCHANGE