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Jobs to be done overview and interview technique

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Introduction of the Jobs to be done framework #JTBD and help with some interview techniques. Focusing on Forces and Timeline techniques.
For more: http://jobstobedone.org and https://valueprop.com.au

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Jobs to be done overview and interview technique

  1. 1. Jobs To Be Done #JTBD Introduction and interview technique
  2. 2. I am Steven Morey You can find me at linkedin.com/in/stevenmorey/
  3. 3. What is JTBD? Jobs To Be Done is a framework used to understand why customers hire and fire products and services
  4. 4. People don’t by products because of the type of person they are, people buy because they have a specific job to do!
  5. 5. Do you like Cake or Lasagne?
  6. 6. It really depends on the situation
  7. 7. Persona: Jack × Mid 30’s × Sales Manager × University Degree × $120K × 2 Children
  8. 8. Where is Jack going for dinner?
  9. 9. It really depends on the situation! JTBD looks at why people hire a product or service to do a specific job
  10. 10. It really depends on the situation! Look at the customers needs before focusing on their attributes
  11. 11. “If I had asked people what they wanted, they would have said faster horses.” – Henry Ford
  12. 12. You may have heard this saying before, but it is actually false! However, it does explain beautifully the customers needs behind the solution
  13. 13. Jobs and needs don’t change a great deal, but the solution we hire does
  14. 14. Marketing × Understand customers better × Segment customers better × Improve your messaging × Build more powerful value propositions Where can JTBD be used? Product × Align with sales × Build better products × Learn which features to build or enhance × Discover which features to abandon Sales × Target customers needs better × Charge more for products and services × Discover which features to abandon
  15. 15. … and most importantly Create a singular language for all parties involved in product conception, delivery and market feedback
  16. 16. JTBD Interviews × 15min – 1 hour × Purchased within 90 days × Forces Diagram × Timeline
  17. 17. Forces Diagram For someone to move from their existing behaviour to a new behaviour, there is two forces are influencing them: progress-making forces, and progress- hindering forces. The Rewired Group’s ‘Four Forces’ diagram http://www.therewiredgroup.com/
  18. 18. The JTBD timeline of purchase first trigger satisfied? event #1 event #2 buying passive looking active looking deciding consuming
  19. 19. Trigger Questions The point of purchase × When did you purchase the product? × Where were you? × What time of day was it? (daytime/ night time?) × What was the weather like? × Was anyone else with you at the time? × How did you purchase the product? × Did you buy anything at the same time? Finding the first thought × When did you first realize you [needed something to solve your problem]? × Where were you? × Were you with someone? × What were you doing, or trying to do when this happened?
  20. 20. Tips & Tricks × Why, why, why? × Never say “usually” when asking a question. Encourage stories. × Look for inconsistencies. × Pay attention to nonverbal cues. × Don’t be afraid of silence. × Don’t suggest answers to your questions. × Ask questions neutrally. × Don’t ask binary questions. × Only ten words to a question. × Only ask one question at a time, one person at a time. × Make sure you’re prepared to capture. × Search for the emotional energy × Retell it wrong on purpose to prompt more detail
  21. 21. Any questions? You can find me at https://valueprop.com.au 👍
  22. 22. Credits Special thanks to all the people who helped make this presentation possible! × http://www.elezea.com/2013/11/progress-making-forces/ × https://medium.com/@heavywinter/eager-sellers-stony-buyers-the-four-progress-making- forces-7deeba3b5b12 × http://www.therewiredgroup.com/ × And of course http://jobstobedone.org

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