Presentation from the rerun of the first Stockholm Meetup about JTBD. The presentation has been updated since the first Meetup.

1. April 20, 2017
Stockholm Jobs To be Done Meetup
# JTBD
Anders Ångström
Maj 2017
Rev 3

2. Anders Ångström, partner A-focus AB
 A-focus; B2B customer need scouts
 Provide B2B companies with customer insight and help them
apply it in VP development, go-to-market, marketing and sales
 Consult, train, facilitate/coach
 Customers examples:
IT & COM: TeliaSonera, Tele2, TDC, Telenor, Tre, Ericsson, Amadeus, Fujitsu-Siemens
MEDTECH: Getinge Infection Control, Sectra Imtec, Maquet Critical Care, Human Care
MANUFACTURING: Atlas Copco , DeLaval
UNIVERSITIES: KTH Innovation, Stockholms Universitet, Mälardalens Högskola, Mittuniversitetet
PUBLIC SECTOR: ALMI, Post och Telestyrelsen (small business, entrepreneurs and innovators)
 Anders = Bollnäs ▶ University of Linköping ▶ Ericsson ▶ HiQ Data ▶ A-focus 
anders.angstrom@a-focus.se, +46(0)704 976 401, www.a-focus.se
2
Customer
needs for
> 50
innovations
tested

3. 33April 20, 2017
Nobody needs
you or your ___* !!!
*) Name of your product or service
People buy products
and services to get a
”job” done

4. 44April 20, 2017
What customers want!
”People don't want to buy a
quarter-inch drill, they want
a quarter-inch hole.”
Theodore Levitt (1925-2006),
American economist and professor at Harvard Business School.
People buy products
and services to get a
”job” done
!
Other examples of contributors to increased customer focus:
SAS/Jan Carlzon, LOTS, Voice of the customer, Business Model Canvas/Osterwalder, Customer Discovery/Blank

5. Needs and solutions are two completely different things!
5
Need
Solution
© A-focus AB
What the customer
wants to accomplish
How the customer
can do this with
your help

6. 66April 20, 2017
Challenge:
We need a language to agree about important things
Need
Solution
Solution
lingo!
?
YouCustomer

7. 77April 20, 2017
Make innovation predictable!
> 80% of all new product/service innovations fail in the market
Job-to-be-done
framework/concept
Developed by
Anthony Ulwick
in the 1990’s
Popularized by
Clayton
Christensen
What customers
want
Jobs-to-be-done
The Handbook
Intercom on
Jobs-to-be-done
Competing
Against Luck
Jobs to be done
Theory to practice

8. To make innovation predictable we need to address
the weak spot of Business Model Canvas
8
Source: Business Model Generation, Alexander Osterwalder & Yves Pigneur
Target group
Value Prop.

9. A basic JTBD framework you can start using today!
9
Job-to-be-done
SOLUTION
Target results
3. How does the
customer determine
if the job was well
done?
4. Which target results
are most important?
Today’s struggles
1. What does the
customer want to
accomplish?
… which will cause
him to ”hire” a product
or service
2. What are the
circumstances?
5. How does the customer
get the job done today?
6. How successful is the
customer at nailing the
target results?
7. What struggles stop the
customer?
8. What are the
consequences?
NEED
Ref: Job to be done – Clayton Christensen, Anthony Ulwick (Strategyn)
© A-focus AB

10. 1010April 20, 2017
Core principles
of the Job-to-be-
done concept
Source: Anthony Ulwick, www.strategyn.com
JTBD
People buy products
and services to get a
”job” done
Products win by getting
the job done BETTER
and/or more CHEAPLY
Is STABLE
over time
Is always a PROCESS
Is FUNCTIONAL
but has associated
emotional and
social jobs
A new way to under-
stand needs
The JTBD:
• May have no
correlation at all to who
the customer is!
• May cut across several
traditional segments –
don’t overlook the total
potential.

11. 1111April 20, 2017
Three levels of applying JTBD
Apply both qualitative & quantitative research
to identify under/overserved job segments
+ Get real customer insight by
talking to real customers
A new perspective and
terminology for discussing
customer needs
Think!
Listen!
Go
all-in!

12. 1212April 20, 2017
The Ulwick/Strategyn JTBD-framework
Outcome-Driven Innovation (ODI)
Source: Anthony Ulwick, www.strategyn.com
Define the market and "job-to-be-done"
Uncover the customer’s needs
Quantify the degree to which each need is under/overserved
Discover hidden segments of opportunity
Align existing products with market opportunities
Conceptualize new products to address unmet needs
Job-
mapping
Quant.
surveys
Segment
based on
unmet needs
1
2
3
4
5
6

13. 1313April 20, 2017
Selecting the right level of Job-to-be-done
 Identify and analyse the job process
 Avoid ”selecting a level that is to narrow” or ”to wide”!
 Note; most products only do a part of the JTBD
 Don’t ask ”what product did you hire our product to do?”
 Ask, ”in the context of using our product, what job are you trying to get done” AND
 What is the overall job that you are trying to get done
Job story 1:
When …. (situation),
I want to …., (motivation)
so I can …. (outcome)
From Intercom on Jobs-to-be-done
Job story 2:
When trying to ….,
in the context of ….
people struggle to …..
and want to feel/be perceived as …..
Define
Gather
Prepare
Confirm/
verify
Monitor
Modify
Conclude

14. Remember to always separate needs from solutions!
14
Need
Solution
The JOB that the
customer wants
to get done
The CIRCUM-
STANCES of the
job-to-be-done
The TARGET
RESULTS that the
customer have to
accomplish
The STRUGGLES
that are stopping
the customer today
© A-focus AB
WHAT your solution IS
HOW it solves the
customer’s need
• Making the target results
• Overcoming today’s struggles
The OFFERING to
the customer
How you support your
customer’s:
• Buying process
• Implementation & change mgt
• Effect transfer

15. 1515April 20, 2017
Read about Job-to-be-done
Articles and white papers
Ulwick
https://strategyn.com/white-papers/what-is-
outcome-driven-innovation/
Christensen:
https://hbr.org/2016/09/know-your-customers-jobs-
to-be-done
Web resources
 www.strategyn.com (also videos etc)
 https://jtbd.info
Cases
https://strategyn.com/our-results/
Video
 https://www.youtube.com/watch?v=RQjBawcU_
qg&t=1s
 https://www.youtube.com/watch?v=f84LymEs67
Y
ISBN-10: 0990576744
ISBN-13: 978-0990576747
ISBN-10: 0062435612
ISBN-13: 978-0062435613
ISBN-10: 0071408673
ISBN-13: 978-0071408677
•ASIN: B06XP9JWPS