Jobs To Be Done Framework
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Transcript of Jobs To Be Done Framework
jobs to be doneframework
A presentation by @rupalishah
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
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.”
“IDEASFIRST”
APPROACH
Source: Strategyn
“NEEDSFIRST”
APPROACH
Source: Strategyn
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.
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
drill3. 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.
Market DefinitionsProduct Centric
MP3 MarketVR MarketSolar MarketIT 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 eventVisit places without leaving home, Learn Martial ArtsPower appliances, save on electricity costs, generate free electricityHost content online, allow people to connect online
Customer Centric Innovation Map
Jobs to be done - Job Map
Listening to Music - Innovation Map
Jobs to be done - Job Map
● 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
For each step, we can define the success outcomes
These outcome statements are customer needs
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
For each job step, we can define the success metric using the need statement
Example of a “need statement”: listening to music
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.
Persona Development is LimitingEnter “Outcome Based Segmentation”
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 ?
JTBD interviews / Surveys - Audience
Product Switchers
Current Customers
Sales / Marketing / Product / Customer Service Teams
Thank You
**This presentation is based on the transcript of Tony Ulwick presentation on ODI