This document provides an overview of how understanding "Jobs to be Done" can help companies create real customer value and develop innovative products and services. It defines a Job to be Done as the progress a customer is trying to make in a given circumstance. Understanding the goals, actions, pains, and gains associated with different Jobs can help identify opportunities. The document outlines techniques for discovering Jobs through customer interviews, analyzing qualitative data to group common Jobs, and implementing Jobs-based insights through experimentation, identifying opportunities, shaping the customer experience, and adapting marketing. The key thinkers credited with developing the Jobs to be Done framework include Christensen, Blank, Ulwick, Klement, and others from jobstobedone.org.
8. It is about understanding what
causes people to hire the services
they do.
9. What we hire depends upon our
goals and circumstances at that
time.
10. A Job to be Done entails:
• Goal - the progress someone is trying to make
• Actions - what someone is doing to get there
• Pains - obstacles and unwanted outcomes
• Gains - factors helping to progress and positive outcomes
11. Example:
• Goal - getting to work on time
• Actions - checking for traffic jams, taking the car, taking a faster route
• Pains - “There are always traffic jams”, “I can’t work in the car”
• Gains - “I can leave whenever I want”, “I have a moment on my own”
12. Example:
• Goal - getting a good night’s sleep
• Actions - drinking chamomile tea, reading a book, setting an alarm, going
to bed
• Pains - “My neighbours have loud parties”, “Light early in the morning
wakes me up”, “Without enough sleep I can’t function well”
• Gains - “Sleeping well makes me more productive”, “It makes me less
stressed”, “A quiet evening schedule helps”
16. Categorising Jobs to be
Done:
• Main Job to be Done - the progress someone is trying to make
• Related Job to be Done - goals in conjunction with the main JTBD
• Functional aspects - practical and objective requirements
• Emotional aspects
• Personal aspect - how one feels about the solution
• Social aspect - how one believes he/she is perceived using the solution
17. Example:
• Main Job to be Done - getting to work in time
• Related Job to be Done - getting updated on the news
• Functional aspects - needs to get from A to B
• Emotional aspect
• Personal aspect - wants to have a moment on her own
• Social aspect - wants to be seen as a professional
18. Example:
• Main Job to be Done - getting work done
• Related Job to be Done - getting food
• Functional aspects - place should have place to work, wifi, power outlets
• Emotional aspect
• Personal aspect - should make me feel comfortable
• Social aspect - should give me a sense of privacy
19. Example:
• Main Job to be Done - getting to know interesting new people for network
• Related Job to be Done - getting inspired
• Functional aspects - should get me into contact with new people in my
field, should allow me to hold a conversation with these people
• Emotional aspect
• Personal aspect - should make me feel welcome
• Social aspect - should make me look competent in my field
22. Factors in our environment can act as:
• Pushes - pushing us to go look for another solution
• Pulls - convincing us to start using a new solution
23. Example:
• Pushes - “there are too many traffic jams”
• Pulls - “I can work while sitting in the train!”
24. Example:
• Pushes - “My phone’s battery keeps dying, it’s unreliable.”, “I
cannot install the latest apps”
• Pulls - “If it gets stolen I won’t lose a lot of money as it’s an
old phone anyway”, “I’d like to be able to store more”
59. Interviewing the right people
• Go to a spot where your customers are likely to be
• Interview people who have chosen to hire your product
• Attract interested people with an event or landing page
• Use a set of questions to filter out people
62. To gain a deep understanding of people’s
lives, what progress they’re trying to make
and under what circumstances.
63. Jobs to be Done:
• Goal - the progress someone is trying to make
• Actions - what someone is doing to get there
• Pains - obstacles and unwanted outcomes
• Gains - factors helping to progress and positive outcomes
64. Jobs to be Done emerge from patterns across interviews.
65. We perform a cluster analysis to find patterns in qualitative data.
66.
67. “The train is
often delayed”
“It’s not reliable”“It’s lost time”
“My transfer
times are too
short”
“I can’t work
because it’s too
busy to sit”
“I have too many
transfers”
Finding the common thread
77. Adapt your marketing
• Pick your channels
• Advertise with the Job to be Done you can solve
• Talk in the words of your customer
78. Shape your customer journey
• Identify critical moments
• Take away obstacles
• Alleviate doubts
79. We are standing on the shoulders of giants
Belowis alistofpeoplewewanttoattributeto:
Clayton Christensen
• CompetingAgainstLuck
Steve Blank
• CustomerDevelopment
Tony Ulwick
• Jobs tobeDone:TheorytoPractice
Alan Klement
• WhenCoffeeand KaleCompete
Chris Spiek
• UnpackingTheProgressMaking ForcesDiagram(jobstobedone.org)
• TheJobs-to-be-DoneMattressInterviews (jobstobedone.org)