BoSUSA13 | Bob Moesta Chris Spiek | Uncovering the Jobs to be Done

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The document summarizes a presentation given by Bob Moesta and Chris Spiek of The Re-Wired Group on October 28th, 2013 about understanding customers' "jobs-to-be-done" rather than just focusing on products and their features. It introduces the concept of a "job" as what a customer is trying to accomplish rather than just the product or solution itself. The presentation discusses frameworks for understanding the context of customers' problems and analyzing the timeline of their decision-making process, including the forces that drive them to try new solutions or maintain the status quo. It also briefly mentions the Kano model of quality as it relates to jobs-to-be-done analysis.

Technologie Business

The
Re-Wired
Group

Jobs Consumers Are Trying to
Get Done
Innovation from the Consumer’s Perspective
Presenter:
Date:
Location:

Bob Moesta & Chris Spiek | The Re-Wired Group
October 28thth 2013
Business of Software

The
Re-Wired
Group

Bob Moesta

Designer, Engineer, Salesman, Marketer, General Manager
Innovator, President, CEO, CFO

I have been blessed with the opportunity to work directly with some great mentors in Clayton
Christensen, Dr. Genichi Taguchi, W. Edwards Deming, John B. Palmer and many others.

“ A struggling moment is the seed of innovation.

”

The
Re-Wired
Group

Chris Spiek

Serial Entrepreneur, Business Model Designer, Product
Development & Innovation Consultant

I grew up in the web space, and have experienced first-hand the pain, frustration, and failure that comes
from not understanding what it takes to get people to switch to a new solution.

What is
“ The Switch:start usingthe consumer going to stop doing
when they
your product?
”

4

The
Re-Wired
Group

I Have Helped Develop & Launched
+3000 New Products

November 19, 2013

The
Re-Wired
Group

What is a Job-To-be-Done?

The premise is simple: customers don't just buy products
They "hire" them to do a job.
“People don't want to buy
a quarter-inch drill…
The
SOLUTION
(WHAT)
Product Language – Features & Benefits

…they want
a quarter-inch hole!"
The
JOB
(WHY)

JTBD Method
Job Language – Outcomes & Value

Theodore Levitt
Harvard Business School

October 28th 2013 at www.BusinessofSoftware.org

The
Re-Wired
Group

Value = f(Context, Do, Candidates, Product, $)

Content vs. Context
People don’t just buy stuff.
They buy what stuff does for them.

Content is what you make for them
Context is what you mean to them
People buy on emotion and justify with logic.
October 28th 2013 at www.BusinessofSoftware.org

The
Re-Wired
Group

Technology Independent Hiring Criteria
The Context I am in

Hiring
Criteria

What I am Trying to Do
Product or Service
I Hire to Help me
Make Progress
The Progress I am Trying
to Make

October 28th 2013 at www.BusinessofSoftware.org

Firing
Criteria

The
Re-Wired
Group

From Descriptive to Perscriptive
Jobs-to-be-Done
Analysis
JTBD Interview

Looking Back
(Descriptive
Model)

October 28th 2013 at www.BusinessofSoftware.org

JTBD & Hiring Criteria

Looking Forward
(Perscriptive
Model)

The
Re-Wired
Group

Two Key JTBD Frameworks

1. The Forces Diagram
2. The Timeline

Bonus: The Kano Model of Quality

October 28th 2013 at www.BusinessofSoftware.org

#JTBD Forces Of Progress

The
Re-Wired
Group

Struggling
Moment

Business
as Usual

New
Behavior

Two Forces Promote a New Choice
Push of the Situation

Habit of the Present
The tug of historical allegiances

Jane Doe

Problem solving – Make it better

Pull of New Solution
Attraction of relevant news

Anxiety of the New Solution
Uncertainty surrounding a new choice

Two Forces Block Change
October 28th 2013 at www.BusinessofSoftware.org

Concept
Of New Way

The
Re-Wired
Group

#JTBD Timeline

First Thought
Passive
Looking

Event #1

Event #2

“Finished”
Or Experienced

Buying

Active
Looking

Or

Deciding
Consuming
October 28th 2013 at www.BusinessofSoftware.org

Satisfaction

The
Re-Wired
Group

The Kano Model of Quality

October 28th 2013 at www.BusinessofSoftware.org

The
Re-Wired
Group

Bob Moesta
bmoesta@rewiredinc.com
@bmoesta

October 28th 2013 at www.BusinessofSoftware.org

Chris Spiek
cspiek@rewiredinc.com
@chriscbs

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1. The Re-Wired Group Jobs Consumers Are Trying to Get Done Innovation from the Consumer’s Perspective Presenter: Date: Location: Bob Moesta & Chris Spiek | The Re-Wired Group October 28thth 2013 Business of Software

2. The Re-Wired Group Bob Moesta Designer, Engineer, Salesman, Marketer, General Manager Innovator, President, CEO, CFO I have been blessed with the opportunity to work directly with some great mentors in Clayton Christensen, Dr. Genichi Taguchi, W. Edwards Deming, John B. Palmer and many others. “ A struggling moment is the seed of innovation. ”

3. The Re-Wired Group Chris Spiek Serial Entrepreneur, Business Model Designer, Product Development & Innovation Consultant I grew up in the web space, and have experienced first-hand the pain, frustration, and failure that comes from not understanding what it takes to get people to switch to a new solution. What is “ The Switch:start usingthe consumer going to stop doing when they your product? ”

4. 4 The Re-Wired Group I Have Helped Develop & Launched +3000 New Products November 19, 2013

5. The Re-Wired Group What is a Job-To-be-Done? The premise is simple: customers don't just buy products They "hire" them to do a job. “People don't want to buy a quarter-inch drill… The SOLUTION (WHAT) Product Language – Features & Benefits …they want a quarter-inch hole!" The JOB (WHY) JTBD Method Job Language – Outcomes & Value Theodore Levitt Harvard Business School October 28th 2013 at www.BusinessofSoftware.org

6. The Re-Wired Group Value = f(Context, Do, Candidates, Product, $) Content vs. Context People don’t just buy stuff. They buy what stuff does for them. Content is what you make for them Context is what you mean to them People buy on emotion and justify with logic. October 28th 2013 at www.BusinessofSoftware.org

7. The Re-Wired Group Technology Independent Hiring Criteria The Context I am in Hiring Criteria What I am Trying to Do Product or Service I Hire to Help me Make Progress The Progress I am Trying to Make October 28th 2013 at www.BusinessofSoftware.org Firing Criteria

8. The Re-Wired Group From Descriptive to Perscriptive Jobs-to-be-Done Analysis JTBD Interview Looking Back (Descriptive Model) October 28th 2013 at www.BusinessofSoftware.org JTBD & Hiring Criteria Looking Forward (Perscriptive Model)

9. The Re-Wired Group Two Key JTBD Frameworks 1. The Forces Diagram 2. The Timeline Bonus: The Kano Model of Quality October 28th 2013 at www.BusinessofSoftware.org

10. #JTBD Forces Of Progress The Re-Wired Group Struggling Moment Business as Usual New Behavior Two Forces Promote a New Choice Push of the Situation Habit of the Present The tug of historical allegiances Jane Doe Problem solving – Make it better Pull of New Solution Attraction of relevant news Anxiety of the New Solution Uncertainty surrounding a new choice Two Forces Block Change October 28th 2013 at www.BusinessofSoftware.org Concept Of New Way

11. The Re-Wired Group #JTBD Timeline First Thought Passive Looking Event #1 Event #2 “Finished” Or Experienced Buying Active Looking Or Deciding Consuming October 28th 2013 at www.BusinessofSoftware.org Satisfaction

12. The Re-Wired Group The Kano Model of Quality October 28th 2013 at www.BusinessofSoftware.org

13. The Re-Wired Group Bob Moesta bmoesta@rewiredinc.com @bmoesta October 28th 2013 at www.BusinessofSoftware.org Chris Spiek cspiek@rewiredinc.com @chriscbs

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