The Why & How of Demand Thinking.

1. @cabgfx cabgfx.com
Thisoneweirdreasonis
whymoststartupsfail
…because this shit is hard!
Source: CB Insights via Forbes, oct. 2017

2. @cabgfx cabgfx.com
Cool tech without
customer value is not
innovation
…It’s just invention

3. @cabgfx cabgfx.com
Thetheoryandpractice
ofJobstoBeDonehelpsus
focusonwhatmatters
Business Goals Customer Value
Product Management
#JTBD
To customers and coworkers,
bosses and businesses

4. @cabgfx cabgfx.com
JobsToBeDone?
Products and services are hired to get a job done,
when a situation creates demand: motivation to make progress.
Solutions change over time — Jobs don’t.

5. @cabgfx cabgfx.com
Solution
Why? How?
angles
two
“Big Hire” “Little Hire”

6. @cabgfx cabgfx.com
Method:Switch
Why do you want a drill?
Why do you need a hole?
Why do you want a plug?
Why do you need a lamp?
Why do you want to read?
How?
Why?

7. @cabgfx cabgfx.com
Event1
Event 2
Buying
PassiveLooking
Active
Looking
Deciding
Consuming
Method:Switch
Tool: The Switch Timeline
How?
Why?

8. @cabgfx cabgfx.com
Method:Switch How?
Why?
Tool: 4 Forces
Push Pull
AnxietyHabit
!Two forces promote a new choice
Two forces block change

9. @cabgfx cabgfx.com
Method:ODI How?
Why?
How will our solution get the job done faster, better, cheaper?
How do we segment our market and customers?
How do we define needs, and what customers want?
How do we measure the process of getting a job done?

10. @cabgfx cabgfx.com
Method:ODI
Tool: Job Map
How?
Why?
Your product
The Job to be done

11. @cabgfx cabgfx.com
Method:ODI
Tool: Desired Outcomes
How?
Why?
“Minimize the time it takes to do X, when Y”
Direction Metric Control Context+ + +
!
!
!
!
!!
! ! !

12. @cabgfx cabgfx.com
Eliminate
Reduce
Create
Raise
“Minimize the time it
takes to do X, when
Y”
“Minimize the time it
takes bla blblabl
“Minimize thetime it
takes bla oopopop
sdfds sdfsd dd
“Minimize thetime it
takes bla oopopop
sdfælkdsf dsæølksdf
sd dfdfs sdfsdfsd
sdf“Minimize the time it
takes to do X, when
Y”
“Minimize the time it
takes bla blblabl

13. @cabgfx cabgfx.com
ris
Udvikling
Drift/Vedligehold
Afklaring
&
Revision
M
øder&
Planlæ
gning
Kvalitetskriterie
Test&
Validering,analyseRapportering
&
M
ålingForankring
&
Vidensdeling
Roadm
apping
Rekruttering
Pilot Benchmark
Pris
Udvikling
Drift/Vedligehold
Afklaring
&
Revision
M
øder&
Planlæ
gning
Kvalitetskriterie
Test&
Validering,analyseRapportering
&
M
ålingForankring
&
Vidensdeling
Roadm
apping
Rekruttering
! Pilot
!
As-is To-be
Stable,reliableinsightsdrivestrategy

14. @cabgfx cabgfx.com
Follow the money.

15. @cabgfx cabgfx.com
“Everything you need to launch a simple
website, grow an audience and convert traffic.”
My next JTBD experiment — coming soon!

16. @cabgfx cabgfx.com
CaptureJobStories
When… I want to… So I can…
Functional goals
Emotional &
Social goals
Context / Situation

17. @cabgfx cabgfx.com
JobStoriesguide
Productdevelopment
User Stories
Prototypes

18. @cabgfx cabgfx.com
JobStoriesestablish
Sharedlanguage

19. @cabgfx cabgfx.com
JobStoriesinform
Marketing&positioning
Lorem ipsum dolor segmentation.
Suspendisse volutpat eu velit et volutpat.
Mauris in nisl dolor. Cras gravida orci non
ante volutpat iaculis. Etiam tempor, nunc
vel dignissim venenatis, elit nibh convallis
ante, quis varius neque arcu a tortor.
Nullam ac eros pretium, laoreet arcu id,
faucibus eros. Sed tristique pulvinar
lorem, eu bibendum dolor.
Copywriting
& CRO

20. @cabgfx cabgfx.com
Getmytools+resources:
cabgfx.com/uxcamp
…And join the #JTBD·CPH Meetup group!