Re-Wired Bob Moesta Chris Spiek Jobs to be Done Business of Software Conference 2013

TheRe-WiredGroup

TheRe-WiredGroup

Jobs Consumers Are Trying to Get DoneInnovation from the Consumer’s Perspective

Presenter:Date:Location:

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

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A struggling moment is the seed of innovation.

Bob MoestaI 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.

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

”“

TheRe-WiredGroup

TheRe-WiredGroup

The Switch: What is the consumer going to stop doing when they start using your product?

Chris SpiekI 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.

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

”“

TheRe-WiredGroup

TheRe-WiredGroup

I Have Helped Develop & Launched +3000 New Products

4

April 8, 2023

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…they want a quarter-inch hole!"

“People don't want to buy a quarter-inch drill…

The SOLUTION(WHAT)

The JOB

(WHY)

The premise is simple: customers don't just buy products They "hire" them to do a job.

What is a Job-To-be-Done?

JTBD Method

Product Language – Features & Benefits Job Language – Outcomes & Value

Theodore LevittHarvard Business School

October 28th 2013 at www.BusinessofSoftware.org

TheRe-WiredGroup

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.


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Technology Independent Hiring Criteria

Product or Service I Hire to Help me

Make Progress

What I am Trying to DoThe Context I am in

The Progress I am Trying to Make

Hiring Criteria

Firing Criteria


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From Descriptive to PerscriptiveLooking

Back (Descrip

tive Model)

Looking Forward (Perscrip

tive Model)

Jobs-to-be-DoneAnalysis

JTBD Interview JTBD & Hiring Criteria


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Two Key JTBD Frameworks

1. The Forces Diagram2. The Timeline

Bonus: The Kano Model of Quality

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#JTBD Forces Of Progress

Push of the Situation Pull of New Solution

Habit of the Present Anxiety of the New SolutionJan

e D

oe

Two Forces Promote a New Choice

Two Forces Block Change

Attraction of relevant newsProblem solving – Make it better

The tug of historical allegiances Uncertainty surrounding a new choice

ConceptOf New Way

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New Behavior

Business as Usual

Struggling Moment


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#JTBD TimelineTheRe-WiredGroup

Satisfaction

Buying

Consuming

Deciding

Event #2

Event #1

Active Looking

Passive Looking

First Thought

Looking Back & Satisfaction

Going In

Or

“Finished”Or Experienced


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The Kano Model of Quality


TheRe-WiredGroup

Bob [email protected]

@bmoesta

Chris [email protected]

@chriscbs


Re-Wired Bob Moesta Chris Spiek Jobs to be Done Business of Software Conference 2013

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Transcript of Re-Wired Bob Moesta Chris Spiek Jobs to be Done Business of Software Conference 2013