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Jobs To Be Done Framework

This deck was presented on 28th January 2017 at Chiang Mai Startup Events. It covers questions such as "What is JTBD framework"? and "How does JTBD help businesses understand the WHY rather than the WHAT?" It is based on Tony Ulwick's presentation.

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Jobs To Be Done Framework

  1. 1. jobs to be done framework A presentation by @rupalishah
  2. 2. 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
  3. 3. 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.”
  4. 4. “IDEAS FIRST” APPROACH Source: Strategyn
  5. 5. “NEEDS FIRST” APPROACH Source: Strategyn
  6. 6. 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.
  7. 7. 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 drill 3. 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.
  8. 8. Market Definitions Product Centric MP3 Market VR Market Solar Market IT 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 event Visit places without leaving home, Learn Martial Arts Power appliances, save on electricity costs, generate free electricity Host content online, allow people to connect online
  9. 9. Customer Centric Innovation Map Jobs to be done - Job Map
  10. 10. Listening to Music - Innovation Map Jobs to be done - Job Map
  11. 11. ● 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
  12. 12. For each step, we can define the success outcomes These outcome statements are customer needs
  13. 13. 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
  14. 14. For each job step, we can define the success metric using the need statement Example of a “need statement”: listening to music
  15. 15. 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.
  16. 16. Persona Development is Limiting Enter “Outcome Based Segmentation”
  17. 17. 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 ?
  18. 18. JTBD interviews / Surveys - Audience Product Switchers Current Customers Sales / Marketing / Product / Customer Service Teams
  19. 19. Thank You **This presentation is based on the transcript of Tony Ulwick presentation on ODI

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This deck was presented on 28th January 2017 at Chiang Mai Startup Events. It covers questions such as "What is JTBD framework"? and "How does JTBD help businesses understand the WHY rather than the WHAT?" It is based on Tony Ulwick's presentation.

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