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the JTBD concept, based on Intercom work on Jobs to Be Done and Alan Klement book "when coffee and kale compete"

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Jobs to Be Done

  1. 1. Jobs To Be Done Nikos Batsios, Agile Coach
  2. 2. 22 Based on
  3. 3. 3 WHAT IS JOBS TO BE DONE
  4. 4. 42 __ JBTD is a collection of principles that help us to discover and understand the interactions between customers, their motivations, and the product they use. These insights help us innovate __
  5. 5. WHAT IS A JTBD 52 o We have a JTBD when we want to make an improvement but we don’t know how o When a solution is found that make our life better then there is no longer a JTBD
  6. 6. 6
  7. 7. WHAT IS A JOB? WHAT MAKES IT DONE? 72 o All consumers struggle when there is a mismatch between how their lives are now and how they would like things to be o This Job is Done when a customer has a solution that takes him or her from the struggle to that better life he or she imagines
  8. 8. imagine you are a car seller why people buy cars? 8
  9. 9. 92 o Do people want the car itself? o If it’s about getting from point a to point b why some people choose to go with a bus? a bike? subway? why some people walk? o Why there are people that buy expensive cars? o Why there are people with different characteristics that buy the same car type? o How did you come to realise that you need a car instead of some other form of transportation? o How does owning a car makes your life better?
  10. 10. 102 __ customers buy cars to make their life better, make them feel independent, give them the choice to go wherever they want __
  11. 11. 11 it’s not about your product or what it does. it’s about what customers can do once they use your product to make progress
  12. 12. 12 PRINCIPLES OF JTBD
  13. 13. 13 JTBD PRINCIPLE #1 Customers don’t want your product or what it does. they want to help making their live better (see progress)
  14. 14. 14 JTBD PRINCIPLE #2 People have Jobs, products Don’t! Products are example of solution to our struggles, motivations and aspirations
  15. 15. 15 JTBD PRINCIPLE #3 Customers don’t define or restrict competition based on the functionality or physical appearance of a product. Instead they use whatever helps them make progress agains a JTBD
  16. 16. 16 JTBD PRINCIPLE #4 Innovation opportunities exist when customers exhibit compensatory behaviours
  17. 17. 17 JTBD PRINCIPLE #6 Solutions come and go, while Jobs stay largely the same. Human motivation change slowly , therefore Jobs change slowly!
  18. 18. 18 JTBD PRINCIPLE #7 Favor progress over outcomes and goals! Customer measure progress along the way of using a product. Customers need to feel successful at every touchpoint between themselves and the business and not at the very end when they achieve their goal
  19. 19. 19 JTBD PRINCIPLE #8 Progress defines value, contrast reveals value. Products have value when customers use them on a specific context
  20. 20. 20 JTBD PRINCIPLE #9 Solution for Jobs deliver value beyond the moment of use
  21. 21. 21 JTBD PRINCIPLE #10 Solutions and Jobs should be thought as parts of the system that work together to deliver progress to customers. Deliver solutions that work together a system and help customers making progress. Avoid local optimisation to help customers making progress! Customers are buying a better version of themselves!
  22. 22. 22 • customers have a struggle • they imagine how their life would be better • they visualise them using various solutions • they calculate how a solution will help them have a better life • what customers value to a solution? • are they using all of it or just part of it? • are they using it as designed or in other ways? • do they need to make combination to get their job done? • How did customers make their life better? • Did they get the results they wanted? • How close they are in the picture they have imagined prior using the solution?
  23. 23. 23
  24. 24. 24 EXAMPLE OF HOSTEL OWNERS (bananadesk) survive: owners need to drive a lot of guest to survive, through different ways (hires) to get this job done control reservations: manage overbooking, control finance: manage cashflow scale: how to sell better?
  25. 25. 25
  26. 26. 26 PUT SYSTEM OF PROGRESS TO WORK
  27. 27. 27 #1: UNLOCK NEW STRUGGLES Unlock people’s struggles and provide solutions to get their job done and improve their life Understand how their interactions with the system of progress changes over time and what new challenges arise Create a new product, add an extension to existing products
  28. 28. 28 #2: THINK A COMBINATION OF PRODUCTS Think of your products as touch points between your business and your customers Understand the interdependencies between the “producer” and “customer” demand and they way interact together to help customers make progress Identify parts of the system that your business hasn’t considered. Keep your focus on the whole system of progress
  29. 29. 29 #3: BACKWARD AND FORWARD THINKING Think of providing solutions before and after a specific segment Whats comes after? What struggles do people have? What comes before that struggle? What struggles did people have prior hiring a solution?
  30. 30. 30 INNOVATION AND THE SYSTEM OF PROGRESS
  31. 31. our responsibility is to study and improve the system 31
  32. 32. 32
  33. 33. 33
  34. 34. 34
  35. 35. 35 CUSTOMERS KNOW ONLY WHAT THE SYSTEM TELLS THEM How does a doctor best serve the patient? Why Raynair is so bad at customer experience? Why people buy a costly iPhone?
  36. 36. the needs, wants, desired outcome will change when the system will change 36
  37. 37. customers have one need. to make progress within the systems they belong to 37
  38. 38. 38
  39. 39. 39
  40. 40. 40 STARTING HERE
  41. 41. 41 THINKING QUESTIONS How are customers currently struggling? What is pushing customers to need a new solution? How will the customers’ life become better (without describing a solution)? What is preventing customers for adopting a new solution?
  42. 42. www.agileactors.com | www.linkedin.com/company/agile-actors/ Thank you!
  • GurpreetSinghLooking

    Aug. 2, 2021
  • alibobo

    Aug. 21, 2019
  • SantoshBharti1

    Jun. 24, 2019
  • ssuserebfb73

    Jul. 24, 2018
  • MarinaPrifti

    May. 20, 2017
  • KostasStroggylos

    May. 18, 2017

the JTBD concept, based on Intercom work on Jobs to Be Done and Alan Klement book "when coffee and kale compete"

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