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

Jobs-to-be-Done - What, Why, How

Jobs-to-be-Done - What, Why, How

A presentation showcasing & explaining the Jobs-to-be-Done (JTBD) theory/method and its two approaches.

Thomas Leitermann

February 21, 2018
Tweet

More Decks by Thomas Leitermann

Other Decks in Design

Transcript

  1. Agenda • What – Intro to Jobs-to-be-Done – Jobs-as-Progress –

    Jobs-as-Activities • Why • How – Tools for Jobs-as-Progress – Tools for Jobs-as-Activities
  2. Agenda • What – Intro to Jobs-to-be-Done – Jobs-as-Progress –

    Jobs-as-Activities • Why • How – Tools for Jobs-as-Progress – Tools for Jobs-as-Activities
  3. Customers hire products or services to get a job done.

    Solutions (products) change, jobs of customers never change.
  4. Jobs-as-Progress (Moesta, Christensen) Customers pull products or services into their

    lives to make progress in a particular circumstance. o A „job“ is the progress, the movement towards a desired goal, a resolved struggle and/or an achieved aspiration. o Unit of innovation: the circumstance, the „why?“ o „Why?“ is composed of functional, emotional or social dimensions. o Jobs are ongoing & recurring.
  5. Jobs-as-Activities (Ulwick) People buy products and services to get a

    job done. o A „job“ is a task, goal or objective that is tried to accomplish or a problem that is tried to resolve. o Unit of innovation: the job-to-be-done, measured by customers with metrics to get the job done faster, more accurate or more efficient o „Why?“ is functional, with associated emotional, related and consumption chain jobs. o Jobs are stable over time.
  6. Agenda • What – Intro to Jobs-to-be-Done – Jobs-as-Progress –

    Jobs-as-Activities • Why • How – Tools for Jobs-as-Progress – Tools for Jobs-as-Activities
  7. Why o New lens to try out: reframing of challenges

    o Identify opportunities for products, services, features o Find „real“ competitors -> find „real“ market o Improve marketing by addressing customers own needs.
  8. Agenda • What – Intro to Jobs-to-be-Done – Jobs-as-Progress –

    Jobs-as-Activities • Why • How – Tools for Jobs-as-Progress – Tools for Jobs-as-Activities
  9. Agenda • What – Intro to Jobs-to-be-Done – Jobs-as-Progress –

    Jobs-as-Activities • Why • How – Tools for Jobs-as-Progress – Tools for Jobs-as-Activities
  10. Activities: Customer Needs Statement by Ulwick (ODI) A need is

    a measure of speed & accuracy of executing a job step. Need Statement: © Strategyn
  11. Agenda • What – Intro to Jobs-to-be-Done – Jobs-as-Progress –

    Jobs-as-Activities • Why • How – Tools for Jobs-as-Progress – Tools for Jobs-as-Activities
  12. Continue reading = sources o „Intercom on Jobs-to-be-Done“ - https://www.intercom.com/books/jobs-to-be-done

    o „Competing against Luck“, C. Christensen o „Jobs to be Done“, T. Ulwick o ReWired (Progress): jobstobedone.org o A. Klement (Progress): jtbd.info o T. Ulwick (Activities): jobs-to-be-done.com