#JTBD Zurich Meetup - Introduction

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WELCOME

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Meetup #1 - Introduction

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[email protected] [email protected]

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- 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

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What is Jobs To Be Done?

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Why did we change?

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The desire to evolve is in our DNA

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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.

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

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#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.

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Real World Examples

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“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

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

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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. ...

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

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

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● 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

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What job are our readers hiring us to do?

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“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”

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

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JTBD gives a holistic view

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

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JTBD JTBD JTBD JTBD JTBD JTBD

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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

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

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How to apply JTBD right now?

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● 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

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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.

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Look for “workarounds” Excel Handwritten notes Evernote Whatsapp

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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

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

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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

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“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

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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

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Our Current Work

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Next Meetup

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2nd #JTBD Zurich Meetup - Performing Interviews

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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/