Jobs to be Done puts customer insights first and helps to uncover the story of customers' decision-making leading to commitment to a new product or service.
In this first part, I focused on the basic terminology of the JTDB framework. You will find an introduction to The Switch and the two helpful interviewing tools: the Forces Diagram and The Timeline. These tools help you to see your customers' switching to a new solution as a long process fueled by emotions, social interactions and functional considerations. The presentation highlights why interviewing Switchers can get you valuable, first-hand insights that help focusing your product design, strategy and marketing efforts.
In the subsequent parts, we will talk about the interviewing process itself and how to make the outcomes actionable.
This is a presentation originally held on the JTBD Meetup Berlin. Come and join us on http://www.meetup.com/Berlin-Jobs-To-Be-Done-Meetup/