At StartUp Grind - Lagos' March Edition, I taught on the Jobs-to-be-Done framework, and how it can help with coming up with a differentiated Value Proposition.
9. Jobs their customers are trying to get done (that is, the tasks
or activities customers are trying to carry out)
Outcomes customers are trying to achieve (that is, the metrics
customers use to define the successful execution of a job)
Constraints that may prevent customers from adopting or using
a new product or service
1
2
3
10. There are several outcome types that my lead to
define an opportunity
Define the tasks people seek to
accomplish
Jobs to
Be Done
Functional
Outcomes
Emotional
Outcomes
Personal
Social
Clarify how people want to be
perceived by others.
Explain the way people want to
feel in a given circumstance
Category definitionOutcomes category
Examples of outcomes with the chain saw
“Minimize the amount
of kicks that occurs
when starting the saw”
“Feel satisfied with the
precision and the
sharpness of my cut”
“Look like a professional
with my state-of-the-art
wood cutting tools”
11. Define your market around JTBD Help customers get the entire job done
Help customers get more job
done
Target those who will pay the most
to get the job done best
Focus R & D on getting a customer job done better
In a nutshell
12. Write the value proposition statement for
your business
•“To (target group and need),our (brand)is (single most
important claim)among all(category members)because
(single most important support)
combination of products, services, information or experiences offered to a market to satisfy a need or want
We’ve spent time viewing the market place from our point of view and not the way customer’s view it. He simply has a job to be done, and hires a product to do it