Jobs To Be Done: Discussion, ProductCamp Vancouver 2018

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The document discusses Jobs To Be Done (JTBD), which is an approach to understanding customer motivation by focusing on the "jobs" or tasks customers want accomplished. It provides three common ways to express JTBD: a formulaic format of "When ___, I want to ____, so I can ____", thinking creatively about different JTBD formats, and combining JTBD with other methods like personas. The document also mentions that while several experts have proposed interpretations of JTBD, organizations can take an eclectic approach that best fits their unique customers and products.

Logiciels

Jobs To Be Done
Getting to “Why”
ProductCamp Vancouver 18
Geoff H. Wing, CSM, CSPO

Why JTBD (Jobs To Be Done)?
ž Avoids solution thinking of User Stories
ž Adds context and causality so we feel
customer motivation
ž Gets to the deep “Why”
The famous milkshake study:
https://hbr.org/ideacast/2016/12/the-jobs-to-be-done-theory-of-innovation

Formulaic JTBD
When ___, I want to ____, so I can ____.
When an important new customer signs up, I want to
be notified, so I can start a conversation with them.
https://jtbd.info/how-might-we-describe-a-customer-job-65aa5b9a100e

Thinky JTBD
ž Experiment with your own JTBD formats
https://jtbd.info/how-might-we-describe-a-customer-job-65aa5b9a100e

Eclectic, Integrative JTBD
ž Combine methods to fit your unique
product / market / customers
— Udemy.com combining JTBD and Personas
http://www.jobstobedone.org/radio/jobs-to-be-done-and-personas/

JTBD Religious Wars
Clayton Christensen
Bob Moesta
Alan Klement
Anthony Ulwick
(Outcome Driven
Innovation)
https://jtbd.info/know-the-two-very-different-interpretations-of-jobs-to-be-done-5a18b748bd89

Discussion
ž Are you introducing / using JTBD?
ž How’s it working?

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Jobs To Be Done: Discussion, ProductCamp Vancouver 2018

1. Jobs To Be Done Getting to “Why” ProductCamp Vancouver 18 Geoff H. Wing, CSM, CSPO

2. Why JTBD (Jobs To Be Done)? ž Avoids solution thinking of User Stories ž Adds context and causality so we feel customer motivation ž Gets to the deep “Why” The famous milkshake study: https://hbr.org/ideacast/2016/12/the-jobs-to-be-done-theory-of-innovation

3. Formulaic JTBD When ___, I want to ____, so I can ____. When an important new customer signs up, I want to be notified, so I can start a conversation with them. https://jtbd.info/how-might-we-describe-a-customer-job-65aa5b9a100e

4. Thinky JTBD ž Experiment with your own JTBD formats https://jtbd.info/how-might-we-describe-a-customer-job-65aa5b9a100e

5. Eclectic, Integrative JTBD ž Combine methods to fit your unique product / market / customers — Udemy.com combining JTBD and Personas http://www.jobstobedone.org/radio/jobs-to-be-done-and-personas/

6. JTBD Religious Wars Clayton Christensen Bob Moesta Alan Klement Anthony Ulwick (Outcome Driven Innovation) https://jtbd.info/know-the-two-very-different-interpretations-of-jobs-to-be-done-5a18b748bd89

7. Discussion ž Are you introducing / using JTBD? ž How’s it working?

Jobs To Be Done: Discussion, ProductCamp Vancouver 2018

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