![]() I hire an iPhone to be perceived as sophisticated.I hire Twitter to feel connected to my peers.I hire HubSpot to provide stellar customer service.JTBD is based on the idea that people buy or hire products and services to get certain jobs done. This statement can then be used to inform product strategy and your product UI/UX design. A JTBD describes what the target customer is aiming to achieve to reach a certain desired state. Let's start with a short jobs-to-be-done explanation: The job-to-be-done (JTBD) theory is a simple, yet powerful way of identifying real opportunities (or customer jobs) for outcome driven innovation through products or services in the market. Source: hbr.org The jobs to be done framework explained In a recent McKinsey poll, 84% of global executives reported that innovation was extremely important to their growth strategies, but a staggering 94% were dissatisfied with their organizations' innovation performance. The Jobs-to-be-Done Handbook: Practical techniques for improving your application of Jobs-to-be-Done by Chris Spiek and Bob Moesta (or get the cheaper and short 30-minute Summary version by the same authors).The best way to create valuable customer experiences that solve actual needs is to look for jobs to be done or JTBD (a technique commonly used by founders, startups, in product management and product teams to uncover opportunities and build useful products).The Jobs To Be Done Playbook by Jim Kalbach and Michael Schrage.Jobs to Be Done: A Roadmap for Customer-Centered Innovation by Stephen Wunker, Jessica Wattman, and David Farber.Intercom on Jobs‑to‑be‑Done by Des Traynor.Competing Against Luck: The Story of Innovation and Customer Choice by Clayton M.The titles below however will serve any discipline and are full of real-life examples and case studies from a variety of markets and companies. Some with a specific focus like user experience, product design, sales, or product management. You will find Jobs To Be Done written and talked about in many other business and innovation books. The books we’re listing here provide a good balance and understanding of both the theory and the practical applications of the Jobs-To-Be-Done framework. Source: īy understanding the job the milkshake was being hired for in this situation it became easier for the company to speak directly to their customers’ needs. Instead of caring about thickness or flavor, customers were actually drawn to the fact that it was relatively tidy and could stave off hunger until lunch. In the process of doing customer research to find ways of selling more milkshakes, a fast-food chain discovered the following:Īfter conducting in-depth interviews, the team discovered that customers were buying milkshakes for breakfast during their morning commute. The job of the hole may be to hang a picture or install a shelf thus making the goal to enjoy a photograph or to gain more storage.Ī famous and practical example you’ll hear about in many JTBD talks and books is the “Milkshakes for Breakfast” case study. The classic, and possibly overused, example is about drills: a customer buying a drill doesn’t want a drill they want a hole in their wall. The idea that customers are “hiring” your product may seem odd at first, but a moment’s analysis will quickly reveal this to be true for a many everyday objects. People don’t simply buy products or services, they ‘hire’ them to make progress in specific circumstances. The simplest and most concise definition we’ve come across is, unsurprisingly, from the Christensen Institute itself: This allows you - the entrepreneur or innovator - to truly understand the “job” that the customer is attempting to get “done” in a particular situation. What is instead needed is understanding customer behaviour in the context of emotional, organisational, and societal drivers within which it takes place. This kind of insight is too superficial for meaningful or disruptive innovation. The premise behind JTBD is that focusing on market “features” like demographics, spending habits, and other traditional marketing approaches is not enough to generate regular innovation or growth. ![]() “Jobs To Be Done” (or JTBD) is a framework, or mental model, designed by Bob Moesta and Clayton Christensen to help better understand customer behaviour.
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