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Using Jobs to be Done to Create a Sustainable Growth Strategy

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In 2018 at the Elevate conference in Toronto, Alan Klement discusses how he and others use Jobs to be Done (JTBD) theory to create sustainable growth strategy

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Using Jobs to be Done to Create a Sustainable Growth Strategy

  1. 1. Using Jobs to be Done to Create a Sustainable Growth Strategy Alan Klement | Elevate 2018
  2. 2. How is this gonna go down?
  3. 3. 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?
  4. 4. Create products people love ?
  5. 5. 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 )
  6. 6. What is the theory of Jobs to be Done?
  7. 7. JTBD is a theory that aims to explain why consumers buy and use products ( It’s not about how consumers use a product )
  8. 8. In factories we make cosmetics. In the drug stores we sell hope. —Charles Revson, founder of Revlon
  9. 9. Upgrade your user, not your product. Don’t build better cameras, build better photographers. —Kathy Sierra, from Baddass
  10. 10. “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!”
  11. 11. “I like hearing compliments.”
  12. 12. “…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.”
  13. 13. “Chicks dig it.”
  14. 14. “I love to grill because it allows me to experiment with my creativity.”
  15. 15. What business is Weber in? What are consumers really buying?
  16. 16. How can JTBD inform a growth strategy?
  17. 17. 1952
  18. 18. What business is Weber in? What progress does it offer consumers?
  19. 19. What business is DeWalt in? What progress does it offer consumers?
  20. 20. How do I use JTBD to create a growth strategy?
  21. 21. What business am I in?
  22. 22. 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
  23. 23. 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
  24. 24. How did I figure this out?
  25. 25. 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?
  26. 26. To recap…
  27. 27. 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”?
  28. 28. Thank you @alanklement alanklement.com

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