Discover in this deck various perspectives of Jobs-to-be-Done, know needs and wants relate to pains and gains, and get several tools to examine your customers’ jobs.
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2. At the end of this session, you will…
Know various perspectives of Jobs-to-be-Done
Know needs and wants relate to pains and gains
Have several tools to examine your customers’ jobs
3. Jobs-to-be-Done and job statements
Job steps, pains, and gains
Customer interviews
Various tools
Find the Job-to-be-Done
Wrapping up
4. “When we buy a
product, we hire it
to help us do a job.”
- Clayton Christensen
https://hbr.org/2020/01/the-essential-clayton-christensen-articles
7. Job-to-be-Done Definitions
“A Job-to-be-Done is a statement that describes what a group of people are trying to
achieve or accomplish in a given situation. A job-to-be-done could be a task that people are
trying to accomplish, a goal or objective they are trying to achieve, a problem they are trying
to resolve, something they are trying to avoid, or anything else they are trying to
accomplish.” https://jobs-to-be-done.com/what-is-jobs-to-be-done-fea59c8e39eb
“A Job-to-be-Done is the process a consumer goes through whenever she aims to change
her existing life-situation into a preferred one but cannot because there are constraints that
stop her.” https://jtbd.info/2-what-is-jobs-to-be-done-jtbd-796b82081cca
“A job-to-be-done is the manifestation of an unmet need or want, in response to a trigger.”
https://blog.leanstack.com/what-is-a-job-to-be-done-jtbd-21304ce7441b
8. Photo by Ahmed Zayan on Unsplash Photo by Daniel Gonzalez on Unsplash Photo by Isaac Mehegan on Unsplash
Jobs-to-be-Done are stable
and solution-agnostic
9. Job Statement examples
Hints at solutions
Not so good
Brush teeth better
Photo cropping and filters
Read books with children
No specific solutions
Better
Keep teeth clean and healthy
Share great-looking photos
Pass on life lessons to children
10. Get to a destination
on time
Comply with industry
regulations
Offer a medical
diagnosis
Pick up the kids from
school
Functional Jobs Emotional Jobs
Enjoy a relaxed car
trip together
Feel competent and
safe as a manager
Help patients heal and
be healthy
Be an awesome mom
or dad
versus
11. Customer Needs
Functional Jobs Emotional Jobs
Customer Wants
Asking “Why”
once or twice
often changes
type of job from
functional to
emotional
Get to a destination
on time
Comply with industry
regulations
Offer a medical
diagnosis
Enjoy a relaxed car
trip together
Feel competent and
safe as a manager
Help patients heal and
be healthy
12. “The secret to building
great products is not
creating awesome
features; it's creating
awesome users.”
- Kathy Sierra
13. I bought an old-style cassette player.
What could be my Job-to-be-Done?
14. Why? Play old cassettes
Why? Listen to old music
Why? Find forgotten songs
Why? Enjoy some nostalgia
Functional jobs
Emotional job
15. Jobs-to-be-Done and job statements
Job steps, pains, and gains
Customer interviews
Various tools
Find the Job-to-be-Done
Wrapping up
16. Define Decide out where we will go and when to arrive
Locate Have a phone, navigation software, and Internet connection
Prepare Connect phone to charger, type destination address
Confirm Check the route, travel time, estimated time of arrival
Execute Drive while keeping an eye on the phone
Monitor See travel time shrinking and ETA being updated regularly
Modify Add additional stops, plan via a different route
Conclude Stop navigation, take out charger
https://jobs-to-be-done.com/outcome-driven-innovation-odi-is-jobs-to-be-done-theory-in-practice-2944c6ebc40e
Job Mapping: Many jobs consist of job steps
17. Pains Gains
Problems,
struggles, and
frustrations in
the individual
steps to getting
a job done.
Opportunities,
enjoyments,
and successes
in the individual
steps to getting
a job done.
Fixing these
is often more
effective
19. Need Want
Pain 💥
Step 1
Step 2
Step 3
Step 4
Step …
Step N
Pain 💥
Gain ❤
Gain ❤
Address pains & gains in the steps toward needs & wants
20. Exploration
Execution
Need Want
Pain 💥Step 1
Step …
Step N
Gain ❤
Pain 💥
Gain ❤
Need Want
Pain 💥Step 1
Step …
Step N
Gain ❤
Pain 💥
Gain ❤
Easier to address Wants in early stages Easier to address Needs in later stages
26. Photo by Nathália Rosa on Unsplash
Customers think in
terms of solutions.
It’s your job to find
the problems and
the Jobs-to-be-Done.
Don’t ask people what they need or want.
27. User Stories
As a [user],
I want [goal]
so that [reason]
As a car driver, I want a
magnetic mount, so
that my phone is easy
to use while navigating.
Job Stories
We help [persona]
improve [pain/gain]
and realize [need/want]
We help car drivers
improve smartphone
operation and realize
enjoying a relaxed trip.
Problem-oriented
Solution-oriented
Most feature requests from customers are framed
as solutions, not as problems.
28. Photo by Halacious on Unsplash
Show customers potential solutions
And then dig into needs and wants
29. Jobs-to-be-Done and job statements
Job steps, pains, and gains
Customer interviews
Various tools
Find the Job-to-be-Done
Wrapping up
32. Needs & GoalsDemographics
Description Tasks & Behaviors Pains & Problems
Mark
Male
34 years
Amsterdam
Higher education
Likes specialty stores
Wants to be seen as
hip and trendy
Loves coffee
Commutes on a bike
Drinks 5 coffees/day
Takes detours for
better coffee
Most coffee is bad
No coffee bars on
the way to work
No good places to sit
Mark has around 20
minutes each time
to sit, relax, and
enjoy good coffee
Lean Personas
34. Jobs-to-be-Done and job statements
Job steps, pains, and gains
Customer interviews
Various tools
Find the Job-to-be-Done
Wrapping up
35. Job statement (need)
Job story for a Pain 💥
Step 1
Step 2
Step 3
Step 4
Step …
Step N
Job story for a Pain 💥
Job story for a Gain ❤
Job story for a Gain ❤
Address pains & gains in the steps toward needs & wants
Job statement (want)
36. Jobs-to-be-Done
Lean Personas
Great tools to use in
the Empathize and
Synthesize streams of
the Innovation Vortex.
Contextualize (Frame)
Empathize
(Discover)
Synthesize
(Define)
Hypothesize
(Ideate)Externalize (Build)
Sensitize
(Test)
Systematize
(Learn)