Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Georgia_Diaconescu_Monese.pdf

 Georgia_Diaconescu_Monese.pdf

Product Marketing Alliance
PRO

July 14, 2021
Tweet

More Decks by Product Marketing Alliance

Other Decks in Education

Transcript

  1. Personas with Jobs
    GEORGIA DIACONESCU

    View Slide

  2. DIGITAL TRANSFORMATION
    (BEAUTY & LUXURY)
    AUGMENTED REALITY
    (B2B, B2C)
    FINTECH

    View Slide

  3. Personas have a job.

    View Slide

  4. The blind men &
    the elephant

    View Slide

  5. It’s a fan
    It’s a spear
    Wall
    Trust me,
    it’s a rope
    Tree
    Snake

    View Slide

  6. They were focused on their
    own perspective.

    View Slide

  7. Value proposition
    brainstorming

    View Slide

  8. It ain’t what you don’t know
    that gets you into trouble.
    It’s what you know for sure
    that just ain’t so.
    LEO TOLSTOY


    View Slide

  9. 7 out of 10 businesses fail
    in the first 10 years.
    US BUREAU OF LABOR STATISTICS, 2019

    View Slide

  10. Personas are great
    A single perspective amongst many.

    View Slide

  11. Our users are dynamic
    They are always on a journey.

    View Slide

  12. Personas have a
    job to get done.

    View Slide

  13. People don’t just buy your product
    they hire it to get a job done.
    THEY FIRE IT, IF IT DOESN’T.
    CLAY CHRISTENSEN,
    Harvard Business School
    “The Innovator’s Dillemma”

    View Slide

  14. Jobs are functional actions, with
    social & emotional components.
    STABLE OVER TIME
    SOLUTION AGNOSTIC

    View Slide

  15. Sharon and Jay need
    to get somewhere on time.

    View Slide

  16. They both use the same
    product, Google Maps.

    View Slide

  17. Different personas
    Same job
    Same product

    View Slide

  18. Sharon Jay
    JOB TO BE DONE – Get Somewhere on Time

    View Slide

  19. Roman citizens
    2nd century BC
    You
    This weekend, 2019
    JOB TO BE DONE – Be Entertained

    View Slide

  20. Writer Today
    Instablogger
    JOB TO BE DONE – Express Creativity

    View Slide

  21. PERSONAS change, but the JOB is the same.
    SOURCE: ANDREESSEN HOROWITZ

    View Slide

  22. Each value proposition has
    a BENEFICIARY (persona) + a JOB.

    View Slide

  23. BENEFICIARY (persona) + JOB TO BE DONE
    ● Demographic data
    ● Geographic data
    ● Psychographic data & other
    ● Behavioral insights
    ● Buying patterns
    ● Experience & end goals

    View Slide

  24. Source:

    View Slide

  25. Jobs give us the functional outcome (WHAT)
    Personas give us the human dimension (WHO)
    Journeys give us the context (HOW)

    View Slide

  26. This gets you
    thinking ...

    View Slide

  27. JOBS reframe
    your market
    & competitors
    CHANGE HOW I FEEL

    View Slide

  28. How did we approach this?

    View Slide

  29. 3,600 respondents
    4 markets
    75 needs assessed
    gazillion insights
    #expensive

    View Slide

  30. Beauty consumers
    don’t want AI
    chatbots ...

    View Slide

  31. ...they want to
    look the way
    they want.
    JOB-TO-BE-DONE

    View Slide

  32. App users don’t
    want credit
    products ...

    View Slide

  33. ...they want to
    afford what they
    need/want.
    JOB-TO-BE-DONE

    View Slide

  34. 1. Map out each stage & each step of the job
    DEFINE PREPARE EXECUTE
    MONITOR MODIFY CONCLUDE
    ● Step 1 (action + variable)
    ● Step 2
    ● Step 3
    ● …
    ● Step 1
    ● Step 2
    ● Step 3
    ● …
    ● Step 1
    ● Step 2
    ● Step 3
    ● …
    ● Step 1
    ● Step 2
    ● Step 3
    ● …
    ● Step 1
    ● Step 2
    ● Step 3
    ● …
    ● Step 1
    ● Step 2
    ● Step 3
    ● …

    View Slide

  35. 2. Calculate the opportunity score
    for each job step
    IMPORTANCE SATISFACTION
    SATISFACTION GAP
    OPPORTUNITY SCORE = IMPORTANCE + SATISFACTION GAP
    <10 represent well-served market, >10 are underserved.
    The higher the number the greater the market opportunity to improve the JTBD.

    View Slide

  36. 3. Select areas of opportunity
    Define
    Step 1 (action +variable) Score
    Step 2 Score
    Step 3 Score
    ... ….
    Monitor
    Step 1 (action +variable) Score
    Step 2 Score
    Step 3 Score
    ... ….
    Conclude
    Step 1 (action +variable) Score
    Step 2 Score
    Step 3 Score
    ... ….
    Prepare
    Step 1 (action +variable) Score
    Step 2 Score
    Step 3 Score
    ... ….
    Execute
    Step 1 (action +variable) Score
    Step 2 Score
    Step 3 Score
    ... ….
    Modify
    Step 1 (action +variable) Score
    Step 2 Score
    Step 3 Score
    ... ….

    View Slide

  37. Self-perception
    Step (1): …
    Step (20): …
    Step (28): ...
    A
    Techniques
    Step (26):...
    Step (75): ...
    Planning
    Step (5): …
    B
    4. Organize the opportunity in themes
    Personalisation
    Step (10): …
    Step (21):...
    Step (39):...
    Deliberation
    Step (41): …
    C
    Tools, products or services
    Step (36): …
    Step (37): …
    Step (40): …
    D

    View Slide

  38. 5. Ideate around the themes with Product,
    Commercial & other teams

    View Slide

  39. 6. Identify your competitive edge.
    Where do you excel?
    Step 5 Step 8
    Step 25 Step 30
    Step 34 Step 35
    Step 11 Step 15
    Step 20 Step 28
    Decide whether or not to
    repeat the look
    Step 50
    8.0 14.0 8.5 14.5
    15.5
    10.0
    9.0
    16.0
    5.5 7.0 14.0
    14.9
    Competitor #1
    Competitor #2
    # Opportunity score

    View Slide

  40. 7. Select 3 underserved value propositions
    to test out with your Personas

    View Slide

  41. 8. Craft your messaging & test, test, test.

    View Slide

  42. 9.(Re)Plan your Go-to-market strategy
    DIFFERENTIATED
    STRATEGY
    Win underserved
    customers only
    DOMINANT
    STRATEGY
    Win all types of
    customers
    DISRUPTIVE
    STRATEGY
    Win overserved
    customers & rest
    DISCRETE
    STRATEGY
    Win customers with
    limited options
    Get job done
    BETTER
    Get job done
    SAME
    Charge MORE Charge LESS
    Source: Strategyn

    View Slide

  43. Fine balance between
    Personas and Jobs.

    View Slide

  44. Personas > Jobs
    WE OVEREMPHASIZE THE UNIMPORTANT
    RISK OF BIASED, PREJUDICED RESULTS

    View Slide

  45. Personas < Jobs
    BURY THE EMOTIONAL & SOCIAL NEEDS
    TOO FUNCTIONAL, COLD

    View Slide

  46. Do your business-as-usual work on Personas, but enrich it
    1. Map out each stage & each step of the job
    2. Calculate the opportunity score for each job step
    3. Select areas of opportunity
    4. Organize the opportunity in themes
    5. Ideate around the themes with your team
    6. Identify your competitive edge. Where do you excel?
    7. Select 3 underserved value props & test with Personas
    8. Craft your message & TEST
    9. (Re)Plan your GTM strategy

    View Slide

  47. Remember, Jobs.

    View Slide

  48. View Slide

  49. Thank you
    GEORGIA DIACONESCU
    [email protected]
    @GeorgiaDCN

    View Slide