Andrej Balaz: Introduction to Jobs-to-be-Done
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Transcript of Andrej Balaz: Introduction to Jobs-to-be-Done
![Page 1: Andrej Balaz: Introduction to Jobs-to-be-Done](https://reader033.fdocuments.in/reader033/viewer/2022042723/5871bd0f1a28ab55058b5ded/html5/thumbnails/1.jpg)
SEEING THROUGH
JOBS
SEEING THROUGH
JOBS
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SEEING THROUGH
JOBS
SEEING THROUGH
JOBS
ANDREJ BALAZ EXPERIENCE DESIGNER AT IXDS @DESIGNAMYTE
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WHAT DO PEOPLE WANT
WHAT DO PEOPLE
WANT
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WARM-UPWARM-UP
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WHICH PRODUCT OR SERVICE DID YOU START USING RECENTLY?
WHAT JOBS IS IT DOING FOR YOU?
WHAT DID YOU REPLACE?
2 PEOPLE, 4 MINUTES EACH
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TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS BY CUSTOMER DEMOGRAPHICS AND
PRODUCT CHARACTERISTICS
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TRADITIONALLY, COMPANIES SEGMENT THEIR MARKETS BY CUSTOMER DEMOGRAPHICS AND
PRODUCT CHARACTERISTICS
ADDING FEATURESFOCUSING ON COMPETITORS’
OFFERINGS
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PEOPLE DON’T JUST BUY STUFF.THEY BUY WHAT STUFF DOES FOR THEM.
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PEOPLE DON’T JUST BUY STUFF.THEY BUY WHAT STUFF DOES FOR THEM.
NOT FEATURESBUT EXPECTED OUTCOMES
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THE CUSTOMER HAS A JOB TO DO AND WILL HIRE
THE BEST PRODUCT OR SERVICE TO GET IT DONE.
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WHAT IS A JOB?
WHAT IS A JOB
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FUNCTIONAL JOBSEMOTIONAL JOBS
SOCIAL JOBS
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FUNCTIONAL JOBSEMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DO
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FUNCTIONAL JOBSEMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DOFEELINGS AND PERCEPTION
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FUNCTIONAL JOBSEMOTIONAL JOBS
SOCIAL JOBS
TASKS CUSTOMERS WANT TO DOFEELINGS AND PERCEPTION
HOW THEY WANT TO BE PERCEIVED BY OTHERS
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JOBS ARE FAIRLY CONSTANT
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OLD WAY:
LIBRARY
OLD WAY:
LANDMOWER
NEW WAY:
INTERNET
NEW WAY:
MODIFIED SEEDS
SEARCH FOR INFORMATION
GET A NICE LAWN
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JOBS ARE SOLUTION-NEUTRAL
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JOBS ARE SOLUTION-NEUTRAL
FOCUS ON THE OUTCOMES PEOPLE WANT TO ACHIEVE
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LANDMOWER 1
LANDMOWER 2
LANDMOWER 3
SIMILAR PRODUCTS
CUSTOMER GROUP 1 CUSTOMER GROUP 2 CUSTOMER GROUP 3
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LANDMOWER 1
LANDMOWER 2
LANDMOWER 3
SIMILAR PRODUCTS
CUSTOMER GROUP 1
SIMILAR OUTCOME
CUSTOMER GROUP 2 CUSTOMER GROUP 3
MODIFIED GRASS SEEDS
FAMILY MEMBER
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HOW TO FIND THE
JOBS
HOW TO FIND THE
JOBS?
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THE SWITCHTHE SWITCH
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THE SWITCH: THE MOMENT WHERE THERE IS AN EXPLICIT CHOICE
TOWARDS A NEW SOLUTION.BOB MOESTA, CHRIS SPIEK FROM THE REWIRED GROUP
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INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.
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INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.
REAL STORY
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INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.
REAL STORYTRADE-OFFS
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INTERVIEWING SWITCHERS HELPS TO HIGHLIGHT THE CRITERIA PEOPLE USE
TO HIRE OR FIRE A PRODUCT.
REAL STORYTRADE-OFFS
CONSIDERATION SET
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WHAT MAKES PEOPLE SWITCH
WHAT MAKES PEOPLE SWITCH
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YOUBUSINESS AS USUAL NEW BEHAVIOUR
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ANXIETYOF THE NEW SOLUTION
HABITOF THE PRESENT
BU
SIN
ESS
AS
USU
AL N
EW
BE
HA
VIO
UR
PUSHOF THE SITUATION
PULLOF THE NEW SOLUTION
YOU
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GETTING TO THE STORY
GETTING TO THE STORY
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FIRST THOUGHT
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FIRST THOUGHT CONSUMING
YAY OR NAYPASSIVELOOKING
ACTIVELOOKING
DECIDING
EVENTONE
EVENTTWO
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I’m not putting in any real energy, but I start
noticing options
I’m investing energy and time into finding a
solution.
I’ve narrowed my options to two or three. I understand my crieteria.
I’ve used it for a while and I understand if it does the job or not.
I’ve had enough. This needs to get
solved.
If I don’t get this solved by a certain time, it’s not going
to be good.
I’ve paid money. There is no going
back. I’ve comitted.
EVENTONE
EVENTTWO
What I have might not be working
anymore
FIRST THOUGHT CONSUMING
YAY OR NAYPASSIVELOOKING
ACTIVELOOKING
DECIDING
EVENTONE
EVENTTWO
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FIRST THOUGHT PASSIVE
LOOKINGACTIVELOOKING
DECIDING
EVENTONE
EVENTTWO
10 10 9 7ANX 4HAB 6 ANX 4HAB 6 ANX 3HAB 6 ANX 1HAB 6
5 7 9 101 PUL4 PSH 1 PUL6 PSH 3 PUL6 PSH 4 PUL6 PSH
STRUGGLE PAIN FRIEND FREE TRIAL
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WORK BACKWARDS FROM THE SWITCHLOOK FOR FUNCTIONAL, EMOTIONAL AND SOCIAL MOMENTS
PLAY DUMB AND “ZOOM IN” WHERE NECESSARY
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PEOPLE WHO SWITCHED RECENTLY BUT NOT TOO RECENTLY
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DECISION MAKERS
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FIRST THOUGHT
INTERVIEW PEOPLE WHO SWITCHED FROM ONE
PRODUCT TO ANOTHER
UNDERSTAND THEIR DECISION-MAKING
PROCESS
ANALYZE THE FORCES THAT MADE THEM
SWITCH
ANXIETYOF THE NEW SOLUTION
HABITOF THE PRESENT
BU
SIN
ES
S A
S U
SU
AL N
EW
BE
HA
VIO
UR
PUSHOF THE SITUATION
PULLOF THE NEW SOLUTION
YOU
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TIME TO JUMP IN
TIME TO JUMP IN
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FIND A PARTNEREACH OF YOU GETS 10 MINUTES
FIND A PRODUCT OR SERVICE RECENTLY BOUGHT (SOMETHING SUBSTANTIAL)
FIND OUT THE PURCHASE STORY (START WITH THE SWITCH AND
WORK BACKWARDS TO THE FIRST THOUGHT)
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MANAGE PERSONAL FINANCES AT HOME WITHOUT DISTURBING MY FAMILY.
GET HOLD OF CAUSALITY AND CONTEXT TO GIVE YOUR PRODUCT FOCUS.
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STEPPING UP THE GAME
STEPPING UP THE
GAME
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ANTHONY W. ULWICKWhat Customers Want
CLAYTON M. CHRISTENSENMICHAEL E. RAYNOR
The Innovator’s Solution
CHRIS SPIEKBOB MOESTA
JTBD Handbook
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JTBD.INFOALAN KLEMENT
JOBSTOBEDONE.ORGCHRIS SPIEK, BOB MOESTA
STRATEGYN.COM/JOBS-TO-BE-DONE
#JTBD MEETUP BERLIN
ANDREJ BALAZ@DESIGNAMYTE
JTBD.INFOALAN KLEMENT
JOBSTOBEDONE.ORGCHRIS SPIEK, BOB MOESTA
STRATEGYN.COM/JOBS-TO-BE-DONE
#JTBD
ANDREJ BALAZ@DESIGNAMYTE