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

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

Transcript

1. Jobs-to-be-Done What, Why, How
2. Thomas Leitermann Product Manager @ inovex Product Discovery prior: Eventim, GetSafe twitter: @thomasleiterman
3. 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
4. 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
5. Great products are built around solving problems. Des Traynor, Intercom
6. Milkshake example © Anna Margarita Abatzoglou © krzyboy2o (Flickr)
7. Customers hire products or services to get a job done. Solutions (products) change, jobs of customers never change.
8. 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.
9. 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.
10. 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
11. 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.
12. 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
13. Progress: 4-Forces by Moesta (ReWired) © Intercom
14. © Ash Mayura Progress: Customer Forces Canvas by Ash Mayura
15. Progress: Switch Interviews by Moesta (ReWired) © ReWired
16. Progress: Job Stories by Klement © Intercom
17. 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
18. Activities: Job Map by Ulwick (ODI) © Strategyn
19. Activities: Customer Needs Statement by Ulwick (ODI) A need is a measure of speed & accuracy of executing a job step. Need Statement: © Strategyn
20. Activities: Opportunity Algorithm by Ulwick (ODI) Opportunity = Importance + max(Importance – Satisfaction, 0) © thrv
21. 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
22. 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