Sydney JTBD meetup - the 4 forces of progress

#jtbd @madeinlafrance @mcsaatchi @brainmates

INFLUENCING PRODUCT ACQUISITION & RETENTION WITH THE 4 FORCES OF CUSTOMER PROGRESS

SYDNEY JOBS-TO-BE-DONE MEETUP

CHRISTIAN LAFRANCE


JOBS-TO-BE-DONE & CUSTOMER PROGRESS

-

INFLUENCING THE 4 FORCES OF PROGRESS


JOBS-TO-BE-DONE &

CUSTOMER PROGRESS

#jtbd @madeinlafrance @mcsaatchi @brainmates adapted from UserOnboard.com

+ =Potential customer

Your product

Awesome person who can do rad shit

PEOPLE ‘HIRE’ YOUR PRODUCT TO GET A ‘JOB’ DONE

This isThis isn’t what you sell

http://www.useronboard.com/features-vs-benefits/


Stimulate my mind during a boring commute

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Get in the mood for work

Get up-to-date

Feel connected to my community

Impart good musical taste to my kids

Radio is hired to…


“


The switch: the moment where

there is an explicit choice to a new

solution.Bob Moesta & Chris Spiek, The Re-Wired Group


PEOPLE SWITCH TO GET A ‘JOB’ DONE BETTER

adapted from UserOnboard.com

- =Old

product

Awesome person who can do rad

shit

+ New

productAwesome person who can

do rad shit even better

http://www.useronboard.com/features-vs-benefits/


TAKEAWAYS

– Making progress implies switching> Evidences customer needs & goals

– The switch highlights the criteria important to customers & crystalises tradeoffs> Avoids feature bloat & helps prioritisation

– Is what people have done, not aspirations> Is reliable data


INFLUENCING THE 4 FORCES OF PROGRESS


PULL of the new solution

PUSH of the present

ANXIETY of the new solution

HABIT of the present

Businessas usual

New behaviour

adapted from The Re-Wired Group

THE 4 FORCES THAT DRIVE OR STOP PROGRESS

Uncertainty surrounding new solution

Outcomes of new solution

Problem with existing situation

Tug of historicalallegiances

http://jobstobedone.org/radio/unpacking-the-progress-making-forces-diagram/



PUSH of the present



Businessas usual

New behaviour


CUSTOMERS SWITCH WHEN THE BALANCE TIPS

PUSH + PULL > ANXIETY + HABIT

New behaviour



JTBD


A: PUSH of the present B: PULL of the new solution

C: HABIT of the present D: ANXIETY of the new solution

@madeinlafrance @mcsaatchi #jtbd #jtbd @madeinlafrance @mcsaatchi @brainmates

“I installed this podcast app to listen to mentally stimulating content

during my commute”

B: PULL of the new solution





“When uni started again, I got bored with my music during the

45min bus ride”

A: PUSH of the present





“I read the negative reviews to check if the problems they mentioned could

apply to me”

D: ANXIETY of the new solution





“I have my favourite Radio National programs...”

C: HABIT of the present





“I emailed some questions to my bank manager about a home loan.

He took 2 days to respond with vague information”

A: PUSH of the present



PUSH of the present



Businessas usual

New behaviour


FOCUS PRODUCT INITIATIVES BASED ON THE 4 FORCES




PUSH of the present



Businessas usual

New behaviour


MAXIMISE ACQUISITION

GAIN CREATORS

PLACEBOS CATALYSTS

PAIN RELIEVERS

YOUR CUSTOMER

NOT YOUR CUSTOMER




PUSH of the present



Businessas usual

New behaviour


MINIMISE CHURN

PAIN RELIEVERS

ADDICTIONS

GAIN CREATORS

New behaviour


YOUR CUSTOMER

NOT YOUR CUSTOMER




PUSH of the present



Businessas usual

New behaviour


PAIN RELIEVERS

Address the issues that trigger customers to start looking passively or actively




PUSH of the present



Businessas usual

New behaviour


GAIN CREATORS

Deliver the product/service in a way which is more aligned to customer’s Job-To-Be-Done




PUSH of the present



Businessas usual

New behaviour


Catalysers

Alleviate uncertainty regarding the new solution




PUSH of the present



Businessas usual

New behaviour


Placebos

Onboard customers and minimise effort to sever ties with competitors




PUSH of the present



Businessas usual

New behaviour


Addictions

Embed product in people’s life, deliver increased value with history & relationships



TAKEAWAYS

– Best ROI is achieved by grounding product initiatives on the 4 forces > Switchers help you to get to priority initiatives quickly

– The 4 forces help you to link initiatives to acquisition and churn> Easier to demonstrate ROI


“


We only talk to people who have

bought [switchers] because

embedded in their choice set is

the value code of what they’re

willing to switch from and to, so

we don’t over-engineer the

product.

Bob Moesta, The Rewired Group, aka ‘Milkshake Man’


REVERSE ENGINEER HOW CUSTOMERS MAKE PROGRESS

- =Old

product

Awesome person who can do rad

shit

+ New

productAwesome person who can

do rad shit even better

Don’t reverse engineer your competitors’ products


References

User Onboarding Features vs. Benefitswww.useronboard.com/features-vs-benefits/

The Re-Wired Group Unpacking the Progress Making Forces Diagramwww.jobstobedone.org/radio/unpacking-the-progress-making-forces-diagram/

The Re-Wired Group The Interview Timeline www.jobstobedone.org/radio/the-mattress-interview-part-one/

Sydney JTBD meetup - the 4 forces of progress

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