The concept of "Jobs To Be Done" looks at what job the customer is hoping to accomplish. When a customer buys from a brand, the customer essentially “hires” it to help them do a job. If it does a good job, they'll tend to hire the brand again the next time they need the job done. But if it does a lousy job, the customer “fires” it and looks for an alternative. Do you know what is your customer's job description?

1. Winning at digital needs new ways to think and operate

2. How to become future-ready in an increasingly digital age?

3. Think and act differently to win in digital – 4S
Socialisers socialise new
content, ideas and
experiences through right
channels
Storybuilders shape and evolve
compelling stories/content to engage
Scientists understand, collate and analyse patterns
of behaviour from data to drive strategy
Strategists create aligned brand and
customer-engagement strategies

4. To win as a Strategist/Scientist, you need multiple sources of insights about
what consumers really want
Socialisers socialise new
content, ideas and
experiences through right
channels
Storybuilders shape and evolve
compelling stories/content to engage
Scientists understand, collate and analyse patterns
of behaviour from data to drive strategy
Strategists create aligned brand and
customer-engagement strategies

5. Jobs-to-be-done Framework by Clayton Christensen can help you
know what consumers really want

6. Jobs-to-be-done Framework – What is it about?
• What is the customer hoping to accomplish? This is what we’ve come to call the job to be
done
• When we buy a brand, we essentially “hire” it to help us do a job
• The brand should know that job description
• If it can do the job well, the next time we’re confronted with the same job, we tend to hire
that brand again. But if it does a crummy job, we “fire” it and look for an alternative

7. If your family wants you to bring home some pizza on the way
home, which one will you choose?
(A)
Pizza restaurant
(B)
Pizza take-away

8. Moving homes or ….moving lives?

9. Fast food company wanted to drive sales for Milkshakes

10. They added more flavours. More toppings.
They made it creamier than other fast-food chains’ milkshakes.
Without results.
First, they focused on the product

11. They panelled consumers and asked them directly
how they could improve their milkshakes.
They used the feedback to change the product.
Again without significant results.
Then they focused on the customers

12. Then a researcher in the team redefined the
problem at
hand by trying to find out what job people were trying to
get done that caused them to hire a milkshake.

13. 40% customers buying a milkshake were alone,
wearing work clothes, would do it before 8 AM
and would only buy a milkshake.
First, they observed the customers

14. (not about the
product)
Then, they interviewed them about the context

15. Insight: In-car nourishment for the drive
Consumers needed something they can consume easily,
with one hand, that lasts without spills/ stains
Milkshake does this job better than its competition:
donuts, bananas, bagels, etc.

16. They made the purchase of milkshakes easier for commuters
by installing a dedicated self-service kiosk.
Sales went up, without having to alter the product.
It allowed out-of-the-box solutions

17. 1. Before the milkshake company or the builders understood the underlying job, the
team focused on trying to make the product (milkshake, apartment) ideal
1. But when they saw innovation through the lens of the customers’ circumstances, the
solution looked totally different
- Clay Christensen, world’s foremost expert on innovation
1. ‘Digital’ is great at providing solutions (think S.A.V.E)
The circumstances are more important than product attributes

18. Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan -
Its about knowing the JBTD and describing it as a Job story
Goal/ Expected
outcome
Need/
Motivation
Situation

19. Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan -
Formulate each job into a Job Story:
So I can…I want…When…
Goal/ Expected
outcome
Need/
Motivation
Situation

20. Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan -
Refine situation by adding contextual information
I want…
to eat something that I
can get quickly, eat easily
with one hand while
driving - and keeps me
going till early lunch
When…
I am commuting to
work by car
So I can…
start my work
without being
hungry
Milkshake Jobs Story:

21. Your Jobs Story needs a struggling moment -
Add forces that push or pull
I want…
to get help right
away
When…
I’m using my tablet
and encounter a
problem….
So I can…
finish what I
started

22. How would you improve this?
Use the voice of the consumer, not your jargon
As a power user, I can specify files or folders to backup
based on file size, date created and date modified.

23. How would you improve this?
Use the voice of the consumer, not your jargon
As a power user, I can specify files or folders to backup
based on file size, date created and date modified.
As a user, I can indicate folders not to backup so that my
backup drive isn’t filled up with things I don’t need saved.

24. Situations (jobs) should be independent from solutions

25. • Think about 1 recent purchase that you indulged in or treated yourself to
• Answer questions about this
Customer

26. • Ask the customer good JTBD questions along the following lines
• Listen carefully and take lots of notes
Interviewers/Listeners
1 2 3 5 6
4
7
Cards created by Jonathan Briggs

27. Making JTBD actionable - Thomas Hütter, Hannes Jentsch, Martin Jordan -
• Once you have finished the interview, craft a job story together:
Create the job story
So I can…I want…When…
Goal/ Expected
outcome
Need/
Motivation
Situation

28. Jobs-to-be-done Framework – What is it about?
• What is the customer hoping to accomplish? This is what we’ve come to call the job to be
done
• When we buy a brand, we essentially “hire” it to help us do a job
• The brand should know that job description
• If it can do the job well, the next time we’re confronted with the same job, we tend to hire
that brand again. But if it does a crummy job, we “fire” it and look for an alternative