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Practical Jobs To Be Done:
A Way Of Seeing
@JimKalbach
AGENDA
1. What are JTBDs? 30 minutes
2. Discover value 60 minutes
Break 15 minutes
3. Define value 45 minutes
4. Design va...
1. WHAT ARE JTBDs?
“People don’t want a
quarter-inch drill, they
want a quarter-inch hole.”
THEODORE LEVITT
JOBS TO BE DONE (JTBD)
Why people “hire“ a
product or service
Progress toward a goal
Process of solving a
problem or evolv...
WHAT‘S THE JTBD?
WHAT‘S THE JTBD?
WHAT‘S THE JTBD?
HIERARCHY OF JOBS
Big
Small
Micro
Values
MAPPING
WHAT‘S THE JTBD?
WHAT‘S THE JTBD?
“If you can’t identify an exit
strategy, you can’t identify
your market”
Michael Boysen
DON‘Ts
 Reference technology
 Indicate solutions
 Mention specific methods
 Don‘t use AND or OR
RULES FOR FORMULATING ...
SCENARIO
You work for a software company called “Evensity“ that is developing a
service that enhances a conference attende...
Research and Observations
EXERCISE: FORMULATE JTBD
INSIGHT JTBD
You learned that getting permission from a boss
to attend a conference is a big hurd...
MODEL FOR JTBDs
DIMENSIONS
CIRCUMSTANCE
• SITUATION – Private home-owners need
to let people in and out when they are at
work during the day
• MOTIVATION – Solve ...
DIMENSIONS: “HIRING“ A KEYLESS LOCK
• FUNCTIONAL - Control access to
my home
• EMOTIONAL - Feel secure and
safe
• SOCIAL -...
2. DISCOVER VALUE
1. Define job executor
2. Formulate core functional job
3. Conduct interviews
4. Extract JTBD
5. Create Job Map
6. Priorit...
4. EXTRACT JTBD
Look for verbs
5. MAP JTBD
NOT A CJM
NOT A CJM
2EXERCISE: CREATE JOB MAP
PART 1
Individually, read ONE interview and comb JTBD. Write ~5
functional jobs on individual st...
2EXERCISE: CREATE JOB MAP
PART 1
Individually, read ONE interview and comb JTBD. Write
functional jobs on individual stick...
BEFORE DURING AFTER
BEFORE DURING AFTER
Define Locate Prepare Confirm Execute Monitor Modify Conclude
BEFORE DURING AFTER
Decide Plan Prepare Attend Network Record Summarize Report
3. DEFINE VALUE
Minimize the time it takes to summarize notes from an event
Minimize
Reduce
Lower
Maximize
Increase
Raise
Time
Ability
Eff...
1. Maximize the ability to allow visitors in during the day
1 2 3 4 5 6 7 8 9 10
Very low Very high
A. How important is th...
9
Importance
3
Satisfaction
Satisfaction Gap
6
Importance + Satisfaction Gap = Opportunity score
9 + 6 = 15
FIND OPPORTUNITIES
Satisfaction
Importance
TONY ULWICK
3EXERCISE: PRIORITIZE
PART 1
Individually, formulate desired outcome statements based on
the job map. Write about 3 each o...
3EXERCISE: PRIORITIZE
PART 1
Individually, formulate desired outcome statements based on
the job map. Write about 3 each o...
Satisfaction
Importance
Satisfaction
Importance
4. DESIGN VALUE
DESIGN VALUE
Job Stories
Alan Klement, “Replacing The User Story With The Job Story”
#2 – DESIGN FOR THE MARKET
DON‘Ts
 Reference technology
 Indicate solutions
 Mention specific methods
RULES FOR FORMULATING JTBD
DOs
 Start with ...
4EXERCISE: WRITE JOB STORIES
PART 1
As a group decide on a desired outcome that has the most
potential for Evensity. Locat...
5. DELIVER VALUE
WHAT‘S THE JTBD?
WHAT‘S THE JTBD?
SPEAK TO THE MARKET
Shift language to reflect JTBD
BEFORE
Our conference software features integrations
with professional ...
Functional job (1)
Desired outcome
Situation &
Motivation
Functional job (2)
Emotional job
Social job
5EXERCISE: SPEAK TO THE MARKET
PART 1
Compose a few marketing messages for Evensity that highlight
different jobs to be do...
6. RE-DISCOVER VALUE
WHAT IS A MARKET?
0
20
40
60
80
100%
Segment A
Competitor A
Competitor B
Competitor C
Other
$XM
Segment B
$XM
Seg C
$XM
Se...
Disruption
Sustaining
WHAT IS “DISRUPTION“?
Lower performance:
Cheaper
Easier
Quicker
Convenient
PERFORMANCE
TIME
MARKET
D...
Encyclopedias Wikipedia
Book stores Amazon
CDs MP3
Film photography Digital photography
Premium airlines Budget airlines
R...
GoToMeeting gets high-definition
video conferencing
chamilton Aug 2, 2011 - 5:00 AM CDT
Skype for business
The greatest competitor [in tax
software] … was not in the
industry. It was the pencil. The
pencil is a tough and resilien...
WHAT MARKET ARE YOU REALLY IN?
WHAT MARKET ARE YOU REALLY IN?
WHAT MARKET ARE YOU REALLY IN?
WHAT MARKET ARE YOU REALLY IN?
JTBDs give designers a way of
capturing insight that leverages our
skills to help businesses succeed.
RESOURCES
Danke schön!
@JimKalbach
Jim.Kalbach@Gmail.com
www.experiencinginformation.com
Practical JTBD: A Way Of Seeing
Practical JTBD: A Way Of Seeing
Practical JTBD: A Way Of Seeing
Practical JTBD: A Way Of Seeing
Practical JTBD: A Way Of Seeing
Practical JTBD: A Way Of Seeing
Practical JTBD: A Way Of Seeing
Practical JTBD: A Way Of Seeing
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Practical JTBD: A Way Of Seeing

The concept of Jobs To Be Done provides a lens through which we can understand value creation. The term was made popular by business leader Clayton Christensen in The Innovator’s Solution, the follow-up to his landmark book The Innovator’s Dilemma. It’s a straightforward principle: people “hire” products and services to get a job done.

Although companies like Strategyn and The Rewired Group have been using JTBD for many years, the framework has gotten a lot of attention recently. Still, practical approaches to applying the concept of JTBD in real-world settings is largely missing. This workshop is designed to give you concrete, practical skills use can use to apply JTBD right away to your work.

Practical JTBD: A Way Of Seeing

  1. 1. Practical Jobs To Be Done: A Way Of Seeing
  2. 2. @JimKalbach
  3. 3. AGENDA 1. What are JTBDs? 30 minutes 2. Discover value 60 minutes Break 15 minutes 3. Define value 45 minutes 4. Design value 30 minutes 5. Deliver value 15 minutes 6. (Re)define value 15 minutes
  4. 4. 1. WHAT ARE JTBDs?
  5. 5. “People don’t want a quarter-inch drill, they want a quarter-inch hole.” THEODORE LEVITT
  6. 6. JOBS TO BE DONE (JTBD) Why people “hire“ a product or service Progress toward a goal Process of solving a problem or evolving
  7. 7. WHAT‘S THE JTBD?
  8. 8. WHAT‘S THE JTBD?
  9. 9. WHAT‘S THE JTBD?
  10. 10. HIERARCHY OF JOBS Big Small Micro Values
  11. 11. MAPPING
  12. 12. WHAT‘S THE JTBD?
  13. 13. WHAT‘S THE JTBD? “If you can’t identify an exit strategy, you can’t identify your market” Michael Boysen
  14. 14. DON‘Ts  Reference technology  Indicate solutions  Mention specific methods  Don‘t use AND or OR RULES FOR FORMULATING JTBD DOs  Start with a verb  Focus on outcome of a process  Indicate context / granularity  Represent user‘s perspective
  15. 15. SCENARIO You work for a software company called “Evensity“ that is developing a service that enhances a conference attendee‘s experience. You‘re launching a new solution that will eventually be used before, during and after an event by your customers. There are many aspects of attending events you could focus on. Your team is looking to prioritize capabilities and focus the over strategic direction to get started. Target job executor Conference goer Core functional job Attend an industry event to continue professional development
  16. 16. Research and Observations
  17. 17. EXERCISE: FORMULATE JTBD INSIGHT JTBD You learned that getting permission from a boss to attend a conference is a big hurdle People expressed that there are so many conferences these days, they don’t know which to attend You observed people taking photos of slides with a mobile phone Many people said that it’s hard to remember references while a presenter is speaking Attendees often complained about poor wifi at conference venues People worked on PowerPoint presentations summarizing their experience for colleagues back at the office who couldn’t attend 1
  18. 18. MODEL FOR JTBDs DIMENSIONS CIRCUMSTANCE
  19. 19. • SITUATION – Private home-owners need to let people in and out when they are at work during the day • MOTIVATION – Solve the problem of selective access and of scheduling visit • DESIRED OUTCOMES - Maximize options for entry/exit - Reduce chance of intruders - Increase sense of security CIRCUMSTANCES: “HIRING“ A KEYLESS LOCK
  20. 20. DIMENSIONS: “HIRING“ A KEYLESS LOCK • FUNCTIONAL - Control access to my home • EMOTIONAL - Feel secure and safe • SOCIAL - Let visitors in, keep strangers out
  21. 21. 2. DISCOVER VALUE
  22. 22. 1. Define job executor 2. Formulate core functional job 3. Conduct interviews 4. Extract JTBD 5. Create Job Map 6. Prioritize desired outcomes
  23. 23. 4. EXTRACT JTBD Look for verbs
  24. 24. 5. MAP JTBD
  25. 25. NOT A CJM
  26. 26. NOT A CJM
  27. 27. 2EXERCISE: CREATE JOB MAP PART 1 Individually, read ONE interview and comb JTBD. Write ~5 functional jobs on individual sticky notes beginning with an action verb.
  28. 28. 2EXERCISE: CREATE JOB MAP PART 1 Individually, read ONE interview and comb JTBD. Write functional jobs on individual sticky notes beginning with an action verb. PART 2 a. As a group, map your JTBD to “before,“ “during,“ and “after“ b. Then map to the 8 standard phases of a job map and re-label: Define, locate, prepare, confirm, execute, monitor, modify, conclude.
  29. 29. BEFORE DURING AFTER
  30. 30. BEFORE DURING AFTER Define Locate Prepare Confirm Execute Monitor Modify Conclude
  31. 31. BEFORE DURING AFTER Decide Plan Prepare Attend Network Record Summarize Report
  32. 32. 3. DEFINE VALUE
  33. 33. Minimize the time it takes to summarize notes from an event Minimize Reduce Lower Maximize Increase Raise Time Ability Effort Chances Likelihood DIRECTION UNIT QUALIFIER DESIRED OUTCOMES No “ands” or “ors”
  34. 34. 1. Maximize the ability to allow visitors in during the day 1 2 3 4 5 6 7 8 9 10 Very low Very high A. How important is this to you? B. How well is this currently being satisfied? DESIRED OUTCOMES SURVEY 2. Reduce the chance of intruders getting in 1 2 3 4 5 6 7 8 9 10 Very low Very high
  35. 35. 9 Importance 3 Satisfaction Satisfaction Gap 6 Importance + Satisfaction Gap = Opportunity score 9 + 6 = 15
  36. 36. FIND OPPORTUNITIES Satisfaction Importance TONY ULWICK
  37. 37. 3EXERCISE: PRIORITIZE PART 1 Individually, formulate desired outcome statements based on the job map. Write about 3 each on separate sticky notes. Examples: • Increase the chance of getting permission from boss • Maximize the amount of relevant information captured during event • Minimize the time it takes to summarize notes from an event
  38. 38. 3EXERCISE: PRIORITIZE PART 1 Individually, formulate desired outcome statements based on the job map. Write about 3 each on separate sticky notes. PART 2 As a group, prioritize the desired outcomes on a 2x2 grid: satisfaction vs importance
  39. 39. Satisfaction Importance
  40. 40. Satisfaction Importance
  41. 41. 4. DESIGN VALUE
  42. 42. DESIGN VALUE Job Stories Alan Klement, “Replacing The User Story With The Job Story”
  43. 43. #2 – DESIGN FOR THE MARKET
  44. 44. DON‘Ts  Reference technology  Indicate solutions  Mention specific methods RULES FOR FORMULATING JTBD DOs  Start with a verb  Focus on outcome of a process  Indicate context / granularity  Represent user‘s perspective
  45. 45. 4EXERCISE: WRITE JOB STORIES PART 1 As a group decide on a desired outcome that has the most potential for Evensity. Locate where that would fall on the job map. Write as many job stories as you can, getting more and more granular as needed. BONUS: Sketch a version of the solution from the job stories
  46. 46. 5. DELIVER VALUE
  47. 47. WHAT‘S THE JTBD?
  48. 48. WHAT‘S THE JTBD?
  49. 49. SPEAK TO THE MARKET Shift language to reflect JTBD BEFORE Our conference software features integrations with professional networking platforms. AFTER Connect with people you meet to increase your professional network
  50. 50. Functional job (1) Desired outcome Situation & Motivation Functional job (2) Emotional job Social job
  51. 51. 5EXERCISE: SPEAK TO THE MARKET PART 1 Compose a few marketing messages for Evensity that highlight different jobs to be done PART 2 Write a help desk article for a key feature you‘re focusing on using the JTBD pattern.
  52. 52. 6. RE-DISCOVER VALUE
  53. 53. WHAT IS A MARKET? 0 20 40 60 80 100% Segment A Competitor A Competitor B Competitor C Other $XM Segment B $XM Seg C $XM Seg D $XM Seg E $XM Seg F $XM $XM Sales (year, unit) Other Total = $XX Billion T.A.M.
  54. 54. Disruption Sustaining WHAT IS “DISRUPTION“? Lower performance: Cheaper Easier Quicker Convenient PERFORMANCE TIME MARKET DEMAND LOW HIGH
  55. 55. Encyclopedias Wikipedia Book stores Amazon CDs MP3 Film photography Digital photography Premium airlines Budget airlines Rental cars Car sharing Telephone VOIP
  56. 56. GoToMeeting gets high-definition video conferencing chamilton Aug 2, 2011 - 5:00 AM CDT
  57. 57. Skype for business
  58. 58. The greatest competitor [in tax software] … was not in the industry. It was the pencil. The pencil is a tough and resilient substitute. Yet the entire industry had overlooked it. Quoted in: The Myths of Innovation, SCOTT BERKUN, 2007 SCOTT COOK Founder of Intuit
  59. 59. WHAT MARKET ARE YOU REALLY IN?
  60. 60. WHAT MARKET ARE YOU REALLY IN?
  61. 61. WHAT MARKET ARE YOU REALLY IN?
  62. 62. WHAT MARKET ARE YOU REALLY IN?
  63. 63. JTBDs give designers a way of capturing insight that leverages our skills to help businesses succeed.
  64. 64. RESOURCES
  65. 65. Danke schön! @JimKalbach Jim.Kalbach@Gmail.com www.experiencinginformation.com

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