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Jobs-To-Be-Done Framework - An Introduction

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People use a product because they are trying to get a job done. But what is a job? Here is an introduction to this Jobs-To-Be-Done Framework.

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Jobs-To-Be-Done Framework - An Introduction

  1. 1. Welcome to Jobs-To-Be-Done Framework #JTBD
  2. 2. The Milkshake Story
  3. 3. Focused on the product
  4. 4. Asked the customers
  5. 5. Profiled their targeted consumers into market segments
  6. 6. Still no results!
  7. 7. Observed customers
  8. 8. Context
  9. 9. They interviewed them about the purchase
  10. 10. Discovery!
  11. 11. We buy because a product helps us get a job done. We hire products to do jobs for us.
  12. 12. Jobs-To-Be-Done Conventional Marketing Frames customers by attributes—using age ranges, race, marital status, and other categories. Focused on what companies want to sell, rather than on what customers actually need. Focuses on the problem customers would like to solve. Focuses on understanding the “job” for which customers find themselves “hiring” a product or service.
  13. 13. Some jobs are timeless, but the solutions may not be.
  14. 14. Transporting documents to far away places. Pharaohs hired foot couriers & homing pigeons to transport documents President Roosevelt hired trains to get his documents across the US Today businesses hire FEDEX to fly their documents across the world.
  15. 15. JTBD Principles • Job: A situation someone wants to resolve • Hire: Choosing and using a job • Fire: No longer using a solution for a Job-To-Be-Done • Consideration Set: Solutions being considered to hire for the job • The Switch: The moment where there is an explicit choice towards a new solution • Forces: Emotional energy when using, buying, or switching to a product
  16. 16. The Equation of Progress Jobs-to-be-Done forces diagram by Margaret Wilkins.
  17. 17. Timeline The Switch Source: jtbd.info
  18. 18. Switchers are important By interviewing Switchers we learn The Real Story Trade-offs Consideration Set
  19. 19. Interview Template Source: jtbd.info
  20. 20. Point of Purchase Finding the first thought Uncover the consideration set, emotions, and anxieties Interview Technique
  21. 21. Interviews Help You • Understand the journey your customer had to undertake in order to make the commitment to your product. • Get a better picture of the various emotional and social aspects influencing the decision-making process.
  22. 22. Review • Customers find themselves with a problem they would like to solve. • JTBD is focused on understanding the “job” for which customers find themselves “hiring” a product or service. • Use interviews, timelines, the forces of progress to help you understand the journey your customer had to undertake in order to make the commitment to your product. • Learn more at https://medium.com/the-job-to-be-done
  23. 23. “People do not want a quarter-inch drill, they want a quarter inch hole.” Theodore Levitt American Economist and Professor at Harvard Business School
  24. 24. Thank You

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