This deck was presented on 28th January 2017 at Chiang Mai Startup Events. It covers questions such as "What is JTBD framework"? and "How does JTBD help businesses understand the WHY rather than the WHAT?" It is based on Tony Ulwick's presentation.

1. jobs to be done
framework
A presentation by
@rupalishah

2. What is JTBD Framework
Situations arise in people’s lives where they turn to products and services to help
them get a job done.
By understanding in detail what that job is, companies are better informed to
create solutions that will help the customer get the job done better and/or more
cheaply.
Using the Outcome Driven Innovation (ODI) By Strategyn

3. Ted Levitt (Prof)
“People don’t want a quarter inch
drill, they want a quarter inch hole”
Tony Ulwick (Ex - IBM)
“I wanted to figure out the metrics
that people use to judge the value
of newly released products early
on in the product planning
process”
Clayton Christensen (Prof)
“In innovation, what appears to be
random / unpredictable outcomes,
is that way because we don’t know
all the factors that affect the
outcome.”

4. “IDEAS
FIRST”
APPROACH
Source: Strategyn

5. “NEEDS
FIRST”
APPROACH
Source: Strategyn

6. Questions that created JTBD
● How do people measure value and success in getting the job done with a
product?
● When a product flops, how do we know it’s a flop?
● If we have those same metrics... way before development, we could
create the products to address those metrics.

7. Quarter Inch Drill vs Quarter Inch Hole
Some paths to understand value or success question:
1. Focus on the drill. Make a better drill.
2. Focus on helping people make a quarter inch hole without needing a
drill
3. Focus on understanding, why are they making quarter inch hole. Do
they need to make a hole at all.
By studying the job, rather than the product, we are not married to the
product and can come up with better solutions to get the job done.

8. Market Definitions
Product Centric
MP3 Market
VR Market
Solar Market
IT Market
● Products / Technologies come and go, the need underneath stays stable over time
● Solutions evolve to get the job done better and better over time
● When we define markets as a Group of people and the Jobs to be done, there are tens
and thousands of markets. For example: Music enthusiasts trying to listen to music
Job Centric
Listen to music at home, prepare music for an event
Visit places without leaving home, Learn Martial Arts
Power appliances, save on electricity costs, generate free electricity
Host content online, allow people to connect online

9. Customer Centric Innovation Map
Jobs to be done - Job Map

10. Listening to Music - Innovation Map
Jobs to be done - Job Map

11. ● It’s not a journey map / process map
● It’s not defining what people are doing
● It’s defining what people are trying to do
Most products only solve part of the job
People don’t want to cobble a few products together to get the job done
Most efficient way to get the job done
Jobs to be done - Job Map

12. For each step, we can define the success outcomes
These outcome statements are customer needs

13. Outcome Statements / Customer Needs
Sources Use Criteria
Sales Team Value Prop Measures of value
Customer Service Product Positioning Free from solutions
Social Media Marcom Stable over time
Executive meetings Innovation Controllable / Actionable
Example of a “need statement”: listening to music

14. For each job step, we can define the success
metric using the need statement
Example of a “need statement”: listening to music

15. Each job may have 100+
metrics to measure the
value of the product.
This model helps
understand which metric
does your product excel in
and does not excel in.

16. Persona Development is Limiting
Enter “Outcome Based Segmentation”

17. Survey based on Importance
and Satisfaction of each job
step.
for example: How important is it to
minimize the time to organise music and
how satisfied are you with current
outcome ?

19. JTBD interviews / Surveys - Audience
Product
Switchers
Current
Customers
Sales /
Marketing /
Product /
Customer Service
Teams

20. Thank You
**This presentation is based on the transcript of Tony Ulwick presentation on ODI