Overview of the Jobs-to-Be-Done Theory. A discussion of some tools that are helpful while doing customer interviews through the lens of JTBD as well as some resources practitioners should be aware of.

1. Brian Rhea
brian@hirebrianrhea.com
hirebrianrhea.com
linkedin.com/in/brianrhea
@brhea
An Intro to
Jobs-to-Be-Done
and a for real
life interview.

2. What We’ll
Cover
— Overview
— Tools (Forces & Timeline)
— Interview
— Resources

3. One Hour
from Now:
— basic understanding of
JTBD theory
— conduct your own JTBD
interviews
— identify the forces that
cause customers to hire
and fire your product
— tailor your marketing
and roadmap to address
each of these forces

4. Volunteer
$100 or more
Within last month
Not a repeat purchase

5. What is
JTBD?

7. People “hire” products
to do a job.

8. "People don't want to
buy a quarter-inch drill,
they want a
quarter-inch hole."
– Theodore Levitt

9. People don't buy things.
They buy what the thing
does for them.

12. Why Practice
JTBD?

13. iness Systems Analyst Product Manager
f Product Technical Sales Product Owner
duct Manager Sr Director Product Sr Mob
oduct Owner Partner Sr. Product Manage
roduct Marketing Product Manager VP of
uct Vice President User Experience Resea
d Design CEO Product Manager Marketin
ect Manager Account Executive Sr. Produ
nager Senior Solutions Architect Director

14. iness Systems Analyst Product Manager
f Product Technical Sales Product Owner
duct Manager Sr Director Product Sr Mob
oduct Owner Partner Sr. Product Manage
roduct Marketing Product Manager VP of
uct Vice President User Experience Resea
d Design CEO Product Manager Marketin
ect Manager Account Executive Sr. Produ
nager Senior Solutions Architect Director

16. #disrupt

17. “If I’d asked people
what they wanted
they would’ve said
faster horses.”
– Henry Ford

18. “If I’d asked people
what they wanted
they would’ve said
faster horses.”
– Abe Lincoln

19. “If I’d asked people
what they wanted
they would’ve said
faster horses.”
– Brian Rhea

20. It doesn’t mean that you're a
genius and you don't need to
talk to customers.

21. It means:
Find out why people
want faster horses.

22. Customers are experts in
their needs, not solutions.

25. Interview Tools
Forces of Progress
Timeline

27. if ( Push + Pull )

28. if ( Push + Pull )
> ( Habit + Anxiety )

29. if ( Push + Pull )
> ( Habit + Anxiety )

31. Customer Retention

32. Customer Acquisition

36. https://jtbd.info/a-script-to-kickstart-your-jobs-to-be-done-interviews-2768164761d7

38. Volunteer
$100 or more
Within last month
Not a repeat purchase

40. Low-stakes, early research
(even if not true!)
Documentary metaphor
Search for the emotional energy
Play dumb.
“I don’t understand. Level me up.”
Retell it wrong on purpose to
prompt more detail
Tips & Tricks

41. bit.ly/jtbdpostworksheet

43. Brian Rhea
brian@hirebrianrhea.com
hirebrianrhea.com
linkedin.com/in/brianrhea
@brhea
Thanks!
http://www.jobstobedone.org
https://github.com/brianrhea/awesome-jtbd
(pull requests welcome!)
http://jtbd.info
Switch workshops
bit.ly/jtbdpostworksheet