Using Jobs to be Done
to Create a Sustainable
Growth Strategy
Alan Klement | Elevate 2018

How is this gonna go
down?

Why is understanding growth
important to me?
What is the theory of Jobs to be Done?
(gotta do it)
How can JTBD help you create a
growth strategy?
How do I use JTBD to create a growth
strategy?

Create products
people love ?

How do I create growth?
Change the product so new people will buy it
Create something new that I can sell to my
existing customers
Create something new that will attract new
customers
( all while making sure I don’t lose the customers I have )

What is the theory of
Jobs to be Done?

JTBD is a theory that aims
to explain why consumers
buy and use products
( It’s not about how consumers use a product )

In factories we make
cosmetics.
In the drug stores we sell
hope.
—Charles Revson, founder of Revlon

Upgrade your user, not your
product.
Don’t build better cameras,
build better photographers.
—Kathy Sierra, from Baddass

“I love to #grill because I
love to see the happiness
it brings to all who get
the chance to enjoy what
comes off of it!”

“I like hearing compliments.”

“…even though it was a
rough day/week, nothing
compares to the scent of
animal protein getting happy
over the sacred fire. The
original "Aroma Therapy.”

“Chicks dig it.”

“I love to grill because it
allows me to experiment
with my creativity.”

What business is Weber in?
What are consumers really
buying?

How can JTBD inform
a growth strategy?

1952

What business is Weber in?
What progress does it offer
consumers?

What business is DeWalt in?
What progress does it offer
consumers?

How do I use JTBD to
create a growth
strategy?

What business am I in?

Empower individuals
and organizations with
Market Intelligence,
so they can create
sustainable growth
Enable the people
within an organization
to work together, as a
system, to create
sustainable growth

Empower individuals
and organizations with
Market Intelligence,
so they can create
sustainable growth
Enable the people
within an organization
to work together, as a
system, to create
sustainable growth
SaaS

How did I figure this out?

Looked at the types of progress people and companies
were looking to make
Found ones that were interesting to me
Investigated constraints
Looked at what they were already buying
Design solutions that help people overcome constraints
and make progress
How did I figure this out?

To recap…

To recap…
Bring growth thinking into everything
you do
Answer: “What business are we in?”
Ask “How can we sell more progress
to more people”?

Thank you
@alanklement
alanklement.com