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.
16. WHAT‘S THE JTBD?
“If you can’t identify an exit
strategy, you can’t identify
your market”
Michael Boysen
17. 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
18. 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
21. 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
23. • 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
24. DIMENSIONS: “HIRING“ A KEYLESS LOCK
• FUNCTIONAL - Control access to
my home
• EMOTIONAL - Feel secure and
safe
• SOCIAL - Let visitors in, keep
strangers out
31. 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.
32. 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.
37. 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”
38. 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
41. 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
42. 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
49. 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
50. 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
54. 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
56. 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.
58. 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.
60. Encyclopedias Wikipedia
Book stores Amazon
CDs MP3
Film photography Digital photography
Premium airlines Budget airlines
Rental cars Car sharing
Telephone VOIP
64. 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