#JTBD Zurich Meetup - Introduction

This is the introduction talk to #JTBD that I gave together with Büsra at the first swiss #JTBD Meetup in Zürich.

Transcript

1. WELCOME
2. Meetup #1 - Introduction
3. rodrigo@codegestalt.com buesra.coskuner@gmail.com
4. - 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
5. What is Jobs To Be Done?
8. Why did we change?
11. The desire to evolve is in our DNA
12. 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.
17. “Upgrade your user, not your product. Don’t build better cameras – build better photographers.” – Kathy Sierra
18. #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.
19. Real World Examples
20. “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
21. Omer and Transcendent Endeavors When Coffee and Kale Compete - Alan Klement
22. 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. ...
23. Arm me with what I need to manage my interventions, so I can focus on helping my patients.
26. “The jobs that people hired traditional print newspapers to do were far better filled by other sources.”
27. • 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
28. • 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
29. What job are our readers hiring us to do?
30. “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”
32. “Reorienting the whole organization around that job really changed everything.” – Clark Gilbert
35. JTBD gives a holistic view
37. “The trick is to look at the situation, their motivations and their desired outcomes.” - Jim Kalbach
38. JTBD JTBD JTBD JTBD JTBD JTBD
39. 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
40. & Main focus: Situation / context, motivation, outcomes Decisions based on causality Main focus: Segmentation of User Groups by demographics, behavior & goals Decisions based on correlations
41. How to apply JTBD right now?
43. • 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
44. 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.
45. Look for “workarounds” Excel Handwritten notes Evernote Whatsapp
46. 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
47. But I’m a startup and don’t have any customers yet!
50. 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
52. “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
56. 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
57. Our Current Work
59. Next Meetup
61. 2nd #JTBD Zurich Meetup - Performing Interviews
62. 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/
63. Q & A
64. THANK YOU
65. EXCHANGE