Presentation about the Job-to-be-done framework made by A-focus AB at the first Stockholm JTBD Meetup, hosted by Wiraya at their HQ on April 20, 2017.

1. April 20, 2017
Stockholm Job-to-be-done Meetup
# JTBD
Anders Ångström
April 2017
Rev A
Hosted by Wiraya

2. Anders Ångström, partner A-focus AB
§ A-focus are B2B customer need scouts
§ Puts B2B customer insight to work in customer focused VP development,
go-to-market, marketing and sales
§ Consults, trains, facilitates/coaches
§ Customers
IT & COM: TeliaSonera, Tele2, TDC, Telenor, Tre, Ericsson, Amadeus, Fujitsu-Siemens
MEDTECH: Getinge Infection Control, Sectra Imtec, Maquet Critical Care, Human Care
MANUFACTURING: Atlas Copco , DeLaval
UNIVERSITIES: KTH Innovation, Stockholms Universitet, Mälardalens Högskola, Mittuniversitetet
PUBLIC SECTOR: ALMI, Post och Telestyrelsen (small business, entrepreneurs and innovators)
§ Bollnäs ▶ University of Linköping ▶ Ericsson ▶ HiQ Data ▶ A-focus J
anders.angstrom@a-focus.se, +46(0)704 976 401, www.a-focus.se
2
Customer
needs for
> 50
innovations
tested

3. 3April 20, 2017 3
Way too many entrepreneurs get the fundamentals
wrong!

4. 44April 20, 2017
Nobody needs
you or your ___* !!!
*) Fill in the name of your product or service please

5. 55April 20, 2017
What customers want!
”People don't want to buy a
quarter-inch drill, they want
a quarter-inch hole.”
Theodore Levitt (1925-2006),
American economist and professor at Harvard Business School.
People buy products
and services to get a
”job” done
!
Other examples of contributors to increased customer focus:
SAS/Jan Carlzon, LOTS, Voice of the customer, Business Model Canvas/Osterwalder, Customer Discovery/Blank

6. We are homing in on the epicenter and soft spot of
the original Business Model Canvas
6
Source: Business Model Generation, Alexander Osterwalder & Yves Pigneur
Target group
Value Prop.

7. Needs and solutions are two completely different things!
7
Need
Solution
© A-focus AB
What the customer
wants to accomplish
How the customer
can do this with
your help

8. 88April 20, 2017
Challenge:
We need a language to agree about important things
Need
Solution
Your
lingo!
?
YouCustomer

9. 99April 20, 2017
Challenge:
Not to be confused by irrelevant customer information
• Male
• 40+ years of age J
• Swedish nationality
• Born in Bollnäs, situated in Stockholm
• Married with two grown up children
• Academic degree in marketing & business admin
• Upper middle class income
• …….
Does not explain WHY (job-to-be-done) Anders Ångström
• Drives a private rental Volvo V60
• Spends a lot on photography lighting gear
• Is a heavy B2B user of Xmind mindmapping software
= When innovating new solutions beware of
• Irrelevant data correlations
• Completely meaningless persona descriptions
Focus your innovation efforts on the JTBD rather than the customer!
Beware of
personas!

10. 1010April 20, 2017
Make innovation predictable!
> 80% of all new product/service innovations fail in the market
Job-to-be-done
framework/concept
Developed by
Anthony Ulwick
in the 1990’s
Popularized by
Clayton
Christensen in
”The Innovator’s
Solution”
What customers
want
Jobs-to-be-done
The Handbook
Intercom on
Jobs-to-be-done
Competing
Against Luck
Jobs to be done
Theory to practice

11. 1111April 20, 2017
Core principles
of the Job-to-be-
done concept
Source: Anthony Ulwick, www.strategyn.com
JTBD
1.
People buy
products and
services to get a
”job” done Products that
win in the
market help
customers get a
job done
BETTER and/or
> CHEAPLY
A job-to-be-
done is
STABLE over
time, making it
an attractive
unit of analysis
A job-to-be-
done is always
a PROCESS
(to make
progress)
A job-to-be-
done is
FUNCTIONAL
and has
emotional and
social jobs
associated with
it
Understanding
the job-to-be-
done gives a
new avenue for
understanding
needs
Nota
bene!

12. A basic JTBD framework you can start using today!
12
Job-to-be-done
SOLUTION
Target results
How does the customer
determine if the job
was well done?
• Complex jobs may
require 50-150 target
results
Which target results
are most important?
• Order of priority?
Today’s struggles
What does the
customer want to
accomplish?
… which will cause
him to ”hire” a product
or service
What are the
circumstances?
How does the customer get
the job done today?
• Steps and solutions used?
How successful is the
customer at nailing the
target results?
What priority target results
cannot be reached?
What struggles stop the
customer?
What are the full
consequences?
NEED
Ref: Job to be done – Clayton Christensen, Anthony Ulwick (Strategyn)
© A-focus AB

13. How does JTBD match the Value Proposition Canvas?
13
6.Products
and services
5. Value creators
4. Problem solvers
Product-
market fit
validation
Value Proposition Job-to-be-done
2. Customer
target results
1.JTBD
3. Underserved
target results and
problems getting
in the way
Source: Alexander Osterwalder, Value Proposition Design

14. 1414April 20, 2017
Three levels of applying JTBD
+ Ulwick analytical framework based
on qualitative & quantitative research
+ New customer insight from
talking to real customers
A new perspective and
terminology for discussing
customer needs
Think!
Listen!
Go
all-in!
☑

15. 1515April 20, 2017
Add real customer insight by talking to
customers about their jobs-to-be-done
Insight
• Get the big picture
• Customer business
and overall challenges
• Interview person
responsibility
• Penetrate the job-to-be-done
• The job
• The job map
• The target results
• Today’s outcome(s)
• Struggles and
challenges
• Use SPIN-questions to
uncover problems, impact
and need-payoff reaching
the target results
• Identify buying challenges
that will have to be managed
Beware about
asking
customers about
new solutions!
Talk to customers with
relevant experiences
Keep on talking to more
customers until you
notice a repeating pattern
10.000 ft.

16. 1616April 20, 2017
Three levels of applying JTBD
+ Ulwick analytical framework based
on qualitative & quantitative research
+ New customer insight from
talking to real customers
A new perspective and
terminology for discussing
customer needs
Think!
Listen!
Go
all-in!
☑
☑

17. 1717April 20, 2017
The Ulwick/Strategyn JTBD-framework
Outcome-Driven Innovation (ODI)
Source: Anthony Ulwick, www.strategyn.com
Define the market and "job-to-be-done"
Uncover the customer’s needs
Quantify the degree to which each need is under/overserved
Discover hidden segments of opportunity
Align existing products with market opportunities
Conceptualize new products to address unmet needs
Job-
mapping
Quant.
surveys
Segment
based on
unmet needs

18. 1818April 20, 2017
Selecting the right level of Job-to-be-done
Define the
JTBD
The foundation
Challenging to do,
problematic if
you fail
Too narrow
May miss what the
customer really
wants done
Too wide
May be unpractical
or unrealistic to
address
Most products only do
a part of the job customers
want to get done
The customer wants more
Don't ask "What job did
you hire my product to do"
Look beyond your own
product and technology
(as the customer does)!
Ask
In the circumstance
where you use product X,
what do you want to
accomplish?
What is the overall
job that you are trying to
get done?
Define the job
When trying to ....
What are you trying to
accomplish?
In the situation .....
People struggle to ....
What makes getting this
job done in this situation
hard or challenging?
And want to feel and
be perceived as .....
How do you
want to feel
(avoid felling)?
Define the job map
Define (plan)
Locate (gather)
Prepare (Organize)
Confirm (Verify)
Execute
Monitor
Modify
Conclude
Source: Anthony Ulwick, Jobs to be done, Theory to practice
This is step 1
Job story:
When …. (situation),
I want to …., (motivation)
so I can …. (outcome)
From Intercom on Jobs-to-be-done

19. 1919April 20, 2017
Where to start and stop when defining the JTBD
SW company developing an app to help teams order lunch for delivery
1. Someone gets hungry
2. (S)he communicates this to the team
3. The team debates whether to go out or order in
4. The team debates about where to order from
5. Menus from different restaurants are passed around
6. A decision is made about from which place to order
7. One person is appointed to take everyone’s orders
8. That person places the order
9. That person tells everyone about delivery time and cost
10. Time passes
11. Food arrives and is eaten
12. Orderer checks if everyone paid enough & who still owns money
13. Finances are settled, or postponed until tomorrow
14. Some people post about the food on social media sites
15. Everyone returns to work
CONSIDER:
Starting
• Where you first can add value
Stopping
• Where you cannot add value
• Step ”owned” by market leaders
that you do don’t want to
compete with
• Where responsibility is moved
to other people
• Where different end users
appear
Attacking an entire workflow
from start to finish for all types
of users is hard
Source: Intercom on Jobs-to-be-done, Des Traynor

20. Remember to always separate needs from solutions!
20
Need
Solution
The JOB that the
customer wants
to get done
The CIRCUM-
STANCES of the
job-to-be-done
The TARGET
RESULTS that the
customer have to
accomplish
The STRUGGLES
that are stopping
the customer today
© A-focus AB
WHAT your solution IS
HOW it solves the
customer’s need
• Making the target results
• Overcoming today’s struggles
The OFFERING to
the customer
How you support your
customer’s:
• Buying process
• Implementation & change mgt
• Effect transfer

21. 2121April 20, 2017
Read about Job-to-be-done
Articles and white papers
Ulwick
https://strategyn.com/white-papers/what-is-
outcome-driven-innovation/
Christensen:
https://hbr.org/2016/09/know-your-customers-jobs-
to-be-done
Web resources
§ www.strategyn.com (also videos etc)
§ https://jtbd.info
Cases
https://strategyn.com/our-results/
Video
§ https://www.youtube.com/watch?v=RQjBawcU_
qg&t=1s
§ https://www.youtube.com/watch?v=f84LymEs67
Y
ISBN-10: 0990576744
ISBN-13: 978-0990576747
ISBN-10: 0062435612
ISBN-13: 978-0062435613
ISBN-10: 0071408673
ISBN-13: 978-0071408677