Jobs-to-be-Done: An Introduction

An overview of the Jobs-to-be-Done framework, presented at the Boston Magazine Power of Ideas Symposium, November 5, 2014.

Transcript

1. The Jobs-to-be-Done Framework An Introduction
2. George White Principal Consultant & SVP Innovation, Cantina
3. What is Jobs-to-be-Done?
4. “The jobs-to-be-done framework is a tool for evaluating the circumstances that arise in customers’ lives…With an understanding of the “job” for which customers find themselves “hiring” a product or service, companies can more accurately develop and market products well- tailored to what customers are already trying to do.” – Clayton Christensen
5. Jobs-to-be-Done in a Nutshell Jobs-to-be-Done is a framework to help marketers and product developers create better products by understanding why consumers buy products.
6. Jobs-to-be-Done in a Nutshell Jobs-to-be-Done is built on the assumption that consumers purchase products and services based on a Job that they need to do.
7. Jobs-to-be-Done in a Nutshell The Jobs-to-be-Done framework provides principles and practices to aid understanding of context that leads a consumer to Hire a solution for a Job, then turn that understanding into product and marketing decisions.
8. Jobs-to-be-Done in a Nutshell JTBD uses interviews to reveal the emotional energy that leads consumers to make the Switch to a new solution and the Progress-making forces that influenced the process.
9. Jobs-to-be-Done in a Nutshell Once we understand the Job, the context, and the energy, we can make decisions about how to develop our products around the real needs of the consumer.
10. What JTBD is About • Focusing on why consumers buy • Investigating real consumer decision that have actually happened • Identifying the emotional energy around consumer decisions
11. What JTBD is Not About • Personas • Product features and functions • Looking at what customers say they want • Asking customers what they might do
12. What JTBD Will Help You Do JTBD will help you talk to consumers to gain understanding of why they hire products or services for a job. From there, it will help you to identify the key elements that created the energy that drove a hiring decision and what steps you can take to select trade-offs in your products.
13. Digging in to Jobs-to-be-Done
14. What is a Job? Simply put, a Job is a situation that someone needs to resolve.
15. The Consideration Set The consideration set is the universe of solutions that exist for a Job. It’s the hiring pool for the job.
16. Hiring, Firing & Switching Consumers… • hire a product or service as a solution for a Job • fire a solution when it doesn’t fit the Job, or when it no longer exists • make a switch when they fire one solution in favor of another for the same Job
17. The Progress-making Forces JTBD looks at four progress-making forces: • Push of the Situation • Pull of the New Solution • Anxiety of the New Solution • Habit of the Present
18. Progress-making Forces: Push Push is energy that drives a consumer to seek a new solution. It occurs when there is a current situation that has an inadequate solution today. “This isn’t working. I need to make it better.”
19. Progress-making Forces: Pull Pull is the energy that carries a consumer towards a possible solution. It occurs once a consumer has some information about that solution and can understand how it might fit the job. “Can this help me make progress?”
20. Progress-making Forces: Anxiety Anxiety is energy that pushes a consumer away from a new solution. It is driven by concerns about the suitability and usability of the solution. “Will it work? Can I figure it out?”
21. Progress-making Forces: Habit Habit is the energy that pulls a user to stay with the existing solution. It’s the inertia built up around the status quo. “What I’m doing today isn’t that bad. And I’m familiar with it, so why switch?”
22. Techniques & Tools
23. The Timeline Timeline illustration by Margeret Wilkins, http://jtbd.info
24. The Switch Interview The Switch Interview is a key technique of JTBD. Using the experiences of real consumers, people who have gone through the process of selecting and consuming a product, we investigate the context and energy to determine why they did so.
25. The Switch Interview The Switch Interview is about hunting for energy. We want to understand the context around the events of the timeline, from the First Thought through purchase and consumption. We want to identify the bracket of the timeline.
26. The Switch Interview For the interview, we want to talk to consumers who actually bought the product. Our interviewee has made the purchase decision in the recent past, so they can recall enough about the event to be useful.
27. The Switch Diagram The questions in the interview should help us: • Identify the point of purchase • Find the first thought • Build the consideration set • Understand the emotional energy And look for HOLY COW insights! https://medium.com/@marksweep/jobs-to-be-done-interview-script-d290c42b2b48
28. The Switch Interview As with most interview techniques, you want to conduct several interviews. The goal is to synthesize patterns of behavior and find the key triggers the lead to a purchase.
29. The Switch Interview Once the interview is done, you need to capture the insights you’ve gained. Use the JTBD worksheet to capture what you’ve learned. http://bit.ly/jtbdpostworkseet
30. The Forces Diagram
31. Applying JTBD: Job Stories https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27
32. JTBD Resources jobstobedone.org jtbd.info medium.com/the-job-to-be-done udemy.com/mastering-jobs-to-be-done-interviews #JTBD on Twitter
33. And now it’s time for questions!
34. George White @stonehippo george@cantina.co More Questions? Comments? Ping me at: cantina.co