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Georgia_Diaconescu_Monese.pdf

 Georgia_Diaconescu_Monese.pdf

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  1. Personas with Jobs
    GEORGIA DIACONESCU

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

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  3. Personas have a job.

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  4. The blind men &
    the elephant

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

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  6. They were focused on their
    own perspective.

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  7. Value proposition
    brainstorming

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  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


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

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  10. Personas are great
    A single perspective amongst many.

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

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  12. Personas have a
    job to get done.

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  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”

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

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

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

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  17. Different personas
    Same job
    Same product

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

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

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

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

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

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

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

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  25. This gets you
    thinking ...

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

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  27. How did we approach this?

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  28. 3,600 respondents
    4 markets
    75 needs assessed
    gazillion insights
    #expensive

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

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

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

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

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  33. 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
    ● …

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  34. 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.

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  35. 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
    ... ….

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  36. 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

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

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  38. 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

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

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

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  41. 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

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  42. Fine balance between
    Personas and Jobs.

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

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

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  45. 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

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  46. Remember, Jobs.

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

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