The Jobs-To-Be-Done Method€¦ · Jobs Done by Higher Ed 01 Help Me Escape Looking to leave a...

Find Out Why?The Jobs-To-Be-Done Method

Bob Moesta

@bmoesta

[email protected]

Founder & CEO - The Re-Wired Group

Demand Side Innovation

Engineer

Detroit+3500

May 2019 © 2019 The Re-Wired Group LLC 2

+3,500 Products & Services


“Experience by itself teaches nothing... Without theory, experience has no meaning. Without theory, one has no questions to ask. Hence, without theory, there is no learning.”


William Edwards Deming

“Questions Create spaces in the Brain for Solutions to Fall into.”

- Clayton Christensen

Professor @ Harvard Business School


Jobs-to-Be-DoneMethods


Drivers of Successful New

Innovations

The Trap

The Process of Buying a New Car

Today Think of the future What they actually bought


My Problem #1 - Correlation vs Causation


My Problem #2 - Guessing + “Lying”


My Problem #3 – Consumers Don’t know!


13

“The Struggling Moment is the

Seed for all INNOVATION”

May 2019 © 2019 The Re-Wired Group LLC

A JTBD is . . . . • The Key is to understand the

causation that explains choice

• The circumstance is the reference point needed to establish “value” & “The Struggling Moment”

• Uncover The process of making

progress – The Real Consumer Journey & Trade-offs

The progress that a person is

trying to make in a particular

struggling circumstance.

circumstance progress

Idea ofNew Way


“Struggling Moment”

…they want a quarter-inch hole!"

“People don't want to buy a quarter-inch drill…

The Solution(WHAT)

The Job(WHY)

People don't want to buy . . . .

Product Language –Features & Benefits

Job Language –Context & Outcomes

Theodore Levitt1960 - Professor

Harvard Business School


Causation - JTBD Forces of Progress


JTBD Timeline - The Process of Making Progress


Milky Way Vs. Snickers


Pre - JTBD Snickers


Milky Way Vs. Snickers


Post - JTBD Snickers


#1 Candy Bar in the World – $3.5 Billion/year


JTBD: Functional, Social & Emotional

Functional: What the

product does

Emotional: How it makes

them feel

Social: How others

perceive them

Every JTBD has various levels of Functional, Emotional, & Social – aspects or elements.


JTBD Case Study – Intercom.io

• Started in 2010

• One size fits all – “A product” that can do everything to help a software company with managing consumers data (CRM, support tickets, customer onboarding, new features testing, etc.)

• One price for all its services

• Very little crossover buying


Des Traynor

Intercom.io

© The Re-Wired Group LLC 2016


Results – 500% growth in 18 months


Became an Experts in Your JTBD – Ongoing . . .


And They are Still Growing in 2018 . . . .


March 2018 - $1.25 Billion Valuation!

The JTBD Analysis“Value Theory”

Space & Time

Design Requirements

“Value Code”

Trade-Offs

“Help One” “Help Many”


SNHU – The tip of the Iceberg

The Traditional Market


Paul LeBlanc

”On-line Learner” Market

Confidential

Jobs Done

by Higher Ed

01Help Me EscapeLooking to leave a detrimental role, habit, or job; a dysfunctional home, family, or

relationship; or a daily grind. A students that hires for this job tends to have a

supportive person in place wherever he is going. He often wants to “check the box”

with a degree because he doesn’t see other options to make progress.

02Help Me Step It UpLooking to leave a detrimental role, habit, or job, and often feels that it’s now or never

due to a looming milestone, a threat of being laid off, or financial concerns. The student

in this situation says “This isn’t me; I need to step it up.” This student typically knows

what skills and certifications are needed to make a fresh start and devalues things like

prestige and reputation if the program can get her to where she wants to go.

03Help Me Extend MyselfThis student wants to learn more about and challenge himself. He has a clear,

concrete vision of the future and knows what skills and certifications are needed to

make progress. He is ready now and can fit the experience into his life, schedule,

and budget.

04Help Me Execute my Plan (Have My Ideal College Experience)The “traditional” college student that wants the “classic” brick-and-mortar college

experience. Prestige and reputation are important to this student. She values the

opportunity to “reinvent” herself in a new place with new people. She sees college as

the next logical step.

05Help Me Do What Is Expected of MeThis student is attending college because someone else “demanded” it. He may

have had a “dream school” but failed to get in, so is checking the box and moving

on. He doesn’t see other options; college is the next logical step. Often, for this

student, college is seen as an important safety net.

Why do students “hire”

colleges? What motivates them

to enroll and how does that

impact what institutions they

select?

32

Change the Marketing

May 2019 33© 2019 The Re-Wired Group LLC

Create Different Process – Financial Aid & Application

The Traditional Student The On-Line Student

Application Response - Months Application Response - Hours

“SNHU knew their students were often moms and dads sitting at their laptop late at night after the kids have gone to bed, squeezing in the time to hunt and gather information in the first place."


Academic Advisor + Life Coach + Self-Directed Learning


Re-Define Academic Advising at SNHU


The Results

Enrollment 2010 2012 2014 2016 2018

Traditional Students 2500 2750 2912 3015 3913

On-Line Students >500 17,000 35,000 60,000 +130,000

Revenue $109Million

$166Million

$352 Million

$574 Million

$1.2 Billion

May 2019 38

Paul LeBlanc

© 2019 The Re-Wired Group LLCSeptember 2019

• When someone wants to make progress but can not because of access, knowledge, money and/or inconvenience.

• Usually, people are willing to accept ”inferior” alternatives in the beginning because they are competing with nothing – not doing or having anything!

• Progress starts from there & every new innovation creates a new set of struggling moments.

Non-Consumption - A Source of Real Growth


Category Decline – Eating less Cheese?

Year 1: $60MMYear 2:

$157MM

48%Category

Expansion

© The Re-Wired Group LLC 2016


Trade-off betweenCheese, Chips, & Soda

Louie P. Gentine II

Sargento Ultra Thin Cheese Sales Results


$157MM Sales

2015 Sales


Supply-Side Innovation Demand-Side Innovation

Looking at people’s lives and seeing how we fit (or can) into it?

Looking at consumers thru our product…

Supply-Side vs. Demand-Side Innovation

43

Business System

Suppliers

Inputs

Strategy

Products

Features

Benefits

Attributes

Experiences

Specs

JTBD

Consumer

ContextStruggling

Moment

Desired Outcomes

Candidates

Hire & Fire Criteria

Trade-Offs

Current Product

Design Requirements

• Context• Struggling Moments• Push & Pulls• Anxieties & Habits• Desired Outcomes• Hire & Fire Criteria• Trade-Offs• Basic/Core Quality

Supply-Side Demand-Side

Pro

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What The Company Can Deliver The Progress the Consumer is Trying to make

May 2019 © 2019 The Re-Wired Group LLC

Demand-Side Innovation:

• Demand exists independent of your product or any solution.• Products do not create demand, consumers uncover it thru the desire for

progress (problem & being better).• Supply and demand are connected thru price, but the source of demand is

not supply, but struggling moments.

• On the supply side there are mostly imagined problems or potential problems (vs real and valued problems) – The result is to “do it all”, feature load & “Over engineer” the product

• Fitness of function (How good we need to be) only exists on the demand side because of trade-offs consumers make to achieve progress.


Job to be Done

Job SpecA New Solution

BA Current Solution

A

A Desired Outcome

A Context With A

Struggling Moment


Elements of a JTBD

• Context

• Struggling Moment

• Push & Pull

• Anxiety and Habit

• Desired Outcomes

• Hiring and Firing Criteria

• Key Trade-offs

• Core of Basic Jobs (Kano)


JTBD was created to help me:

• Understand Intent (Meaning Behind the Words + Actions)

• Unpack Value to Causal Elements

• Identify Key Trade-offs Customer & Consumer are Willing to Make

• Build Common Language From the Source for the Organization

• Create Connections (From VOC down to the Product & Services to manufacturing)


Nyquil – JTBD + Non-Consumption + Anomaly

Non-Consumption

Struggle

Best Users

Anomaly


JTBD

3 Tips to Creating Innovative Products & Services using JTBD


#1 - Find the Struggling Moments –Current & Future – Inside & Out


#2 – Think Progress First; Not Products or Services


#3 Identify the Trade-offs –”Choose What to Suck At”

You cannot be good at everything!

Know the things you can (should) be bad at, and manage appropriately.


My “Best” Innovation

Before JTBD

Ford Taurus 1987

Ford Taurus 1992


Thank You!

• Bob Moesta

• @bmoesta

• [email protected]

• LinkedIn: Bob Moesta


mailto:[email protected]

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