jobs to be doneframework

A presentation by @rupalishah

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

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.”

“IDEASFIRST”

APPROACH

Source: Strategyn

“NEEDSFIRST”

APPROACH

Source: Strategyn

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.

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

drill3. 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.

Market DefinitionsProduct Centric

MP3 MarketVR MarketSolar MarketIT 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 eventVisit places without leaving home, Learn Martial ArtsPower appliances, save on electricity costs, generate free electricityHost content online, allow people to connect online

Customer Centric Innovation Map

Jobs to be done - Job Map

Listening to Music - Innovation Map

Jobs to be done - Job Map

● 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

For each step, we can define the success outcomes

These outcome statements are customer needs

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

For each job step, we can define the success metric using the need statement

Example of a “need statement”: listening to music

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.

Persona Development is LimitingEnter “Outcome Based Segmentation”

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 ?

JTBD interviews / Surveys - Audience

Product Switchers

Current Customers

Sales / Marketing / Product / Customer Service Teams

Thank You

**This presentation is based on the transcript of Tony Ulwick presentation on ODI