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
   

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2. Thomas Leitermann
   Product Manager @ inovex
   Product Discovery
   prior: Eventim, GetSafe
   twitter: @thomasleiterman
   

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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
   

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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
   

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5. Great products are built around
   solving problems.
   Des Traynor, Intercom
   

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6. Milkshake example
   © Anna Margarita Abatzoglou © krzyboy2o (Flickr)
   

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7. Customers hire products or services
   to get a job done.
   Solutions (products) change,
   jobs of customers never change.
   

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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.
   

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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.
   

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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
    

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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.
    

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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
    

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13. Progress:
    4-Forces by Moesta (ReWired)
    © Intercom
    

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14. © Ash Mayura
    Progress:
    Customer Forces Canvas by Ash Mayura
    

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15. Progress:
    Switch Interviews by Moesta (ReWired)
    © ReWired
    

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16. Progress:
    Job Stories by Klement
    © Intercom
    

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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
    

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18. Activities:
    Job Map by Ulwick (ODI)
    © Strategyn
    

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19. Activities:
    Customer Needs Statement by Ulwick (ODI)
    A need is a measure of speed &
    accuracy of executing a job step.
    Need Statement:
    © Strategyn
    

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20. Activities:
    Opportunity Algorithm by Ulwick (ODI)
    Opportunity = Importance + max(Importance – Satisfaction, 0)
    © thrv
    

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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
    

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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
    

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