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Jobs to be Done:Switch Workshop

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Edited slides from the Jobs To Be Done workshop in Cambridge, 25th July. Shared with kind permission of Bob Moesta and Chris Spiek, Re-Wired Group

Edited slides from the Jobs To Be Done workshop in Cambridge, 25th July. Shared with kind permission of Bob Moesta and Chris Spiek, Re-Wired Group

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  • 1. The Re-Wired Group The Re-Wired Group Jobs-To-Be-Done: Innovation from the Customer’s Perspective Presenter: Date: Location: Bob Moesta & Chris Spiek | Partners | The Re-Wired Group | July 25th, 2013 Cambridge, UK
  • 2. The Re-Wired Group …they want a quarter-inch hole!" “People don't want to buy a quarter-inch drill… The SOLUTION (WHAT) The JOB (WHY) The premise is simple: customers don't just buy products They "hire" them to do a job. What is a Job-To-be-Done? August 12, 2013 © Copyright 2013 The Re-Wired Group JTBD Method Product Language – Features & Benefits Job Language – Outcomes & Value - Theodore Levitt Harvard Business School
  • 3. The Re-Wired Group Understanding the criteria customers apply in choosing between solutions “Make me efficient at my work” FUNCTIONAL “Convey my professional status” SOCIAL “Make me confident that I can get the job done” EMOTIONAL “Help me perform like a professional” JOB August 12, 2013 © Copyright 2012 The Re-Wired Group
  • 4. The Re-Wired Group Find the “Switching Moments” • Find moments where there is an EXPLICIT CHOICE (The Big Hire) to a new solution (Not Habitual Buying; “Impulse” purchase; Variety/Novelty;) August 12, 2013 © Copyright 2012 The Re-Wired Group
  • 5. The Re-Wired Group Understand the Tradeoffs • We only talk to people who have switched “recently” to get deep, real and rich stories (not espoused behavior and aspirations you get in focus groups) – “What we do and what we think we do, are very different” August 12, 2013 © Copyright 2012 The Re-Wired Group
  • 6. The Re-Wired Group Dig into the details and frame the JTBD • Use a “Colombo” or “Holmes” type of approach to story telling; recreate the scene of the crime, connecting the dots, checking your logic and deducing the job August 12, 2013 © Copyright 2012 The Re-Wired Group
  • 7. The Re-Wired Group Dig into the details and frame the JTBD August 12, 2013 © Copyright 2012 The Re-Wired Group EmotionalEnergy (Push) PUSH Meeting w/ Boss Timeline PUSH Only 2 Weekends Left “Dig” into functional, emotional, social “hotspots” – find the energy of the switch; What was pushing them to make progress? What was pulling them to a new solution? What holding them back?
  • 8. The Re-Wired Group 2 Key JTBD Tools • The #JTBD Timeline • #JTBD Forces Diagram August 12, 2013 © Copyright 2012 The Re-Wired Group The Re-Wired Group
  • 9. The Re-Wired Group #JTBD Timeline August 12, 2013 © Copyright 2012 The Re-Wired Group The Re-Wired Group Satisfaction Buying Consuming Deciding Event #2 Event #1 Active Looking Passive Looking First Thought Or “Finished” Or Experienced
  • 10. The Re-Wired Group #JTBD Forces Diagram August 12, 2013 © Copyright 2012 The Re-Wired Group Push of the Situation Magnetism of New Solution Habit of the Present Anxiety of the New Solution JaneDoe Two Forces Promote a New Choice Two Forces Block Change Attraction of relevant newsProblem solving – Make it better The tug of historical allegiances Uncertainty surrounding a new choice Concept Of New Way The Re-Wired Group New Behavior“Business as Usual”

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