Jobs To Be Done Workshop
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Transcript of Jobs To Be Done Workshop
Milkshakes & Vegetables
Wednesday, 3 March 2010
I’m Andy
Wednesday, 3 March 2010
B. Eng (Prod Des)(Hons)
Wednesday, 3 March 2010
B. Eng (Prod Des)(Hons)(and I’ve never used those letters since)
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My degree was spent learning to solve problems
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Bernoulli, Bohr & Boltzmann
Wednesday, 3 March 2010
Bernoulli, Bohr & Boltzmann
Quadratics, Quantum & Quarks
Wednesday, 3 March 2010
Bernoulli, Bohr & Boltzmann
Quadratics, Quantum & Quarks
FEA, FMEA & TLA
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Then work came,
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Then work came,and no-one handed me the real problem again
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“It isn’t that they can’t see the
solution. It is that they can’t see the problem”
-Gilbert Chesteron
Wednesday, 3 March 2010
Session One:
Wednesday, 3 March 2010
Session One:
Better identifying problems
Wednesday, 3 March 2010
Session One:
Better identifying problems
(or working out what the customer will value)
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You’re going to be sick of me by the end of the day,
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So I’m mostly going to talk about others
in this first session
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In marketing, there’s a famous analogy
about a drill…
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“People don’t want to buy a
quarter inch drill.
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“People don’t want to buy a
quarter inch drill. They want a quarter inch
hole”-Theodore Levitt
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In the product world, we generally think of
ourselves as drill makers
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BiggerFasterSexier
Cheaper
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We see what other drill makers are doing,
and do the same.
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So your competition is other drill makers right?
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Know what this is?
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It’s a drill competitor
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It’sFaster
CheaperEasier
with less damagefor hanging pictures
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Drill competitor
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Drill competitor
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Drill competitor
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There’s an idea that we ‘hire’ a product
to do a job
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One off job = Hire/borrow
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One off job = Hire/borrow
Occasional job = Cheap product
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One off job = Hire/borrow
Occasional job = Cheap product
Frequent job = Go for quality
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So let’s look a bit more at
‘Jobs to be done’
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There’s very few simple purchases in
our lives.
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Usually, we buy things with a whole
mix of criteria
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Let’s stick with the drill to explain…
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When shopping for a drill…
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I’m looking for a versatile model with
Wednesday, 3 March 2010
I’m looking for a versatile model with
screw driving,
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I’m looking for a versatile model with
screw driving, masonry drilling
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I’m looking for a versatile model with
screw driving, masonry drilling
power (but with feel for the plaster) which
Wednesday, 3 March 2010
I’m looking for a versatile model with
screw driving, masonry drilling
power (but with feel for the plaster) which my mates will respect,
Wednesday, 3 March 2010
I’m looking for a versatile model with
screw driving, masonry drilling
power (but with feel for the plaster) which my mates will respect,
(and I won’t feel cheap)Wednesday, 3 March 2010
So if we think about all these jobs to be
done,
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Total Life Usage?
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4 minsTotal Life Usage?
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Kinda proves there must be a lot of other things a drill is doing…
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What about a simpler example?
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Fast food.
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(specifically Milkshakes)
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A chain store wanted to boost sales of shakes
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A chain store wanted to boost sales of shakes
They’d heard about ‘Jobs to be done’
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A chain store wanted to boost sales of shakes
They’d heard about ‘Jobs to be done’
So some researchers sat in a
store for 18hrs…
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Some findings…
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40% of milkshakes bought early morning
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40% of milkshakes bought early morning
These were typically the only purchase & lone customers
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Then there were also milkshake additions to meals
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Then there were also milkshake additions to meals
Typically purchased by parents with kids in tow
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Their insights?
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Relieve boredom on the morning commute(Stave off hunger, one handed. Competition from donuts, bagels & bananas)
Job Oneinsight:
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Relieve boredom on the morning commute(Stave off hunger, one handed. Competition from donuts, bagels & bananas)
Job Oneinsight:
Appease guilt at always saying no(Parents caving in. Competition from sundaes, cookies, TV & toys)
Job Twoinsight:
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Job One (Commute)
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Job One (Commute)
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Job One (Commute)
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Job One (Commute)
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Job One (Commute)
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Job One (Commute)
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Job Two (Kid Guilt)
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Job Two (Kid Guilt)
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Job Two (Kid Guilt)
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There’s 2 different jobs being done
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And they each need a different
solution
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…
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How about washing
machines?
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(they’re kinda a big deal in China)
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(washing machines not fast food)
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(rural rather than milkshake customers)
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(a few small tweaks, and their’s was the best)
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So there’s a whole mix of reasons people
buy a product.
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But it’s essentially for‘jobs to be done’
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How about exploring some other product
categories?
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But this time, we’ll do it in ourselves…
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Step 1:Brainstorm the
‘Jobs to be done’
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Step 2:Pull out your
favourite insights
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Step 3:Give us some ideas to improve the product
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We will then have a 90 second
presentation from each group
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Step 1
Step 2
Step 3
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Step 1
Step 2
Step 3
90 sec presentation
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get cracking.
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Summarising…
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Different products have different complexities
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"For every complex problem, there is an answer that is clear, simple – and wrong."
H.L. Mencken
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Understanding customers is rarely simple.
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But it’s absolutely critical if you want
to be excellent
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See you soon…
Wednesday, 3 March 2010