Jobs-To-Be-Done Theory
15
Jobs-To-Be- Done Theory Alex Kehr Clayton Christensen’s
Transcript of Jobs-To-Be-Done Theory
"People don't want a quarter-inch drill, they
want a quarter-inch hole.”-Theodore Levitt
Innovate or Die
• Companies need to innovate or improve their existing products (create a better quarter-inch drill).
• The best innovation happens when you stop studying the product and instead study the job that people are trying to get done.
• By focusing on the job, rather than the product, companies can better predict their growth and need for their product.
alexkehr.com
The Methodology in Practice
• By focusing on the job-to-be-done, you can understand the customer’s needs and identify which needs are unmet.
• The desired customer outcome should be made easier to achieve by your product, and this will help you get customers.
• You will understand how customers measure value when you focus on the outcome they are trying to achieve.
alexkehr.com
What the Theory Tells Us
• Using the Jobs-To-Be-Done Theory mindset and philosophy will tell you more about customers, strategy, and products–– and how you need to think about your business and growth/innovation strategy.
alexkehr.com
Define Your Markets Around the Job-to-Be-Done
• Instead of defining your market by your product, define your market by the job your product helps people accomplish. For example, Uber doesn’t help you get a car, they help you get to a destination.
• Defining your market with this mentality will allow you to discover where there is a struggle and how you can help reduce the struggle that consumers in that market are feeling.
alexkehr.com
Help Customers Get the Entire Job Done
• Your customers shouldn’t have to use multiple products, from multiple companies, to accomplish their desired outcomes. Give your customers one product to get the entire job done.
• By doing this, you’ll have an easier time creating value for consumers.
alexkehr.com
Help Customers Get More Jobs Done
• Products evolve over time to help people get more jobs done.
• The Jobs-To-Be-Done Theory tells us that the more jobs that a product can help a customer accomplish, the more valuable the product becomes.
• Think of a Swiss army knife… it gets dozens of jobs done, which makes it a valuable product. A smartphone is similar… you can get thousands of jobs done with a single smartphone.
alexkehr.com
Design A Business Around a Job-To-Be-Done
• Don’t design your business around a product, design it around a job-to-be-done.
• This will allow your company to be constantly focused on creating solutions that get the job done best.
• Your company will also be better positioned for long-term success and you’ll be more likely to disrupt yourself.
alexkehr.com
Target People Willing to Pay the Most
• People who are willing to the pay the most are most likely part of an underserved market.
• Targeting an underserved market is the fastest way to generate revenue.
• Example: Customers were willing to pay 5 times more for the Next product because it helps people with “achieving personal comfort” better than competitors.
alexkehr.com
Focus on Getting a Customer Job Done Better
• You should be spending your R&D and M&A efforts on helping a customer job get done better.
• By focusing your R&D and M&A efforts on helping a customer get a job done better, it will be more likely that your more experimental business growth efforts will be successful.
alexkehr.com
What is the Jobs-To-Be-Done Theory?
• The Jobs-To-Be-Done theory says that people buy products and services to get jobs done.
• While products come and go, the underlying job-to-be-done does no go away, and people need products to complete these jobs.
alexkehr.com
Let the Jobs-To-Be-Done Theory Guide You
This Theory Will Help You Be More Successful
• The products that win focus on helping people accomplish jobs better, faster, and stronger.
• Knowing where your customers struggle will help you formulate better products and a stronger business.
• This theory will help you win and create a business positioned for longevity.
alexkehr.com
Read More Like This
Click here to go to alexkehr.com
