Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Jobs to Be Done Interview Technique Brian Rhea Product Lead Revve @brhea Jason Hall Director of Marketing Craftsy.com @hal...
Contents & Agenda ● Framework Overview ● Interview Tools ● Example Interview ● Resources
What is JTBD? JTBD is a framework that helps you understand why people hire/fire products and services.
Customers don’t buy products because of the type of person they are, but because they have a job to do.
Do you like pizza or do you like steak?
“It depends on the situation.”
● Early-forties ● Subaru Outback ● College educated ● Thornton, CO ● $90k-$110k Persona: Jane
Where is Jane going for dinner?
“It depends on the situation.” JTBD looks for why someone hires a product or service to fulfill a job
“It depends on the situation.” Understand Your Customers’ Intentions Before Focusing on Their Attributes
Jobs Don’t Change Much ... The Solution We Hire Does
Why Practice JTBD?
Marketing ● Better messaging ● Customer context ● Use better words intercom.io
Product ● Which Features to Build ● Which Features to Improve ● Which Features to Kill
Product ● Build? ● Improve? ● Kill?
The JTBD Interview ● 30-45 minutes in length ● Tools: ○ Forces Diagram ○ Timeline
Forces Diagram
Timeline Source: Alan Klement via https://medium.com/the-job-to-be-done/a-script-to-kickstart-your-jobs-to-be-done-intervi...
Timeline Source: Ross Belmont http://rossbelmont.com/post/90905074208/jtbd-timeline-template
Timeline Source: Andrej Balaz https://medium.com/the-job-to-be-done/jobs-to-be-done-interview-template-30421972ab2a First ...
Interview
Tips & Tricks ○ Low-stakes, early research (even if not true!) ○ Documentary metaphor ○ Search for the emotional energy ○ ...
Resources ● http://www.jobstobedone.org - Bob Moesta & Chris Spiek ● Mastering Jobs to Be Done Interviews on Udemy ● https...
Upcoming SlideShare
Loading in …5
×

Jobs to Be Done :: Overview and Interview Technique

6,092 views

Published on

Jobs-to-be-Done (JTBD) is powerful new market research framework that is gaining ground in startup communities across in the US. Companies like 37 Signals and Intercom.io are using JTBD to heavily influence their product and marketing efforts with great success.

Who:
Brian Rhea (Product Lead at Revve) and Jason Hall (Chief Revenue Officer at Mocavo) have been actively practicing the JTBD framework and have implemented a number of their findings in their respective roles.

How:
In this workshop, we will present an overview of the JTBD framework, the main tools (forces diagram & timeline) and then conduct a JTBD interview with an audience participant to show you how it's done.

Published in: Small Business & Entrepreneurship
no profile picture user
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I'm glad to see this presentation continues to get some interest. If your team is interested in learning more about JTBD, I have an email course available at http://hirebrianrhea.com and am also available for contract-based product strategy. Enjoy!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
Show More

Jobs to Be Done :: Overview and Interview Technique

  1. 1. Jobs to Be Done Interview Technique Brian Rhea Product Lead Revve @brhea Jason Hall Director of Marketing Craftsy.com @hall_jason
  2. 2. Contents & Agenda ● Framework Overview ● Interview Tools ● Example Interview ● Resources
  3. 3. What is JTBD? JTBD is a framework that helps you understand why people hire/fire products and services.
  4. 4. Customers don’t buy products because of the type of person they are, but because they have a job to do.
  5. 5. Do you like pizza or do you like steak?
  6. 6. “It depends on the situation.”
  7. 7. ● Early-forties ● Subaru Outback ● College educated ● Thornton, CO ● $90k-$110k Persona: Jane
  8. 8. Where is Jane going for dinner?
  9. 9. “It depends on the situation.” JTBD looks for why someone hires a product or service to fulfill a job
  10. 10. “It depends on the situation.” Understand Your Customers’ Intentions Before Focusing on Their Attributes
  11. 11. Jobs Don’t Change Much ... The Solution We Hire Does
  12. 12. Why Practice JTBD?
  13. 13. Marketing ● Better messaging ● Customer context ● Use better words intercom.io
  14. 14. Product ● Which Features to Build ● Which Features to Improve ● Which Features to Kill
  15. 15. Product ● Build? ● Improve? ● Kill?
  16. 16. The JTBD Interview ● 30-45 minutes in length ● Tools: ○ Forces Diagram ○ Timeline
  17. 17. Forces Diagram
  18. 18. Timeline Source: Alan Klement via https://medium.com/the-job-to-be-done/a-script-to-kickstart-your-jobs-to-be-done-interviews-2768164761d7
  19. 19. Timeline Source: Ross Belmont http://rossbelmont.com/post/90905074208/jtbd-timeline-template
  20. 20. Timeline Source: Andrej Balaz https://medium.com/the-job-to-be-done/jobs-to-be-done-interview-template-30421972ab2a First Thought Event One Event Two Purchase Progress-making Push / Pull Progress-hindering Anxiety / Habit
  21. 21. Interview
  22. 22. Tips & Tricks ○ Low-stakes, early research (even if not true!) ○ Documentary metaphor ○ Search for the emotional energy ○ Level-up ○ Retell it wrong on purpose to prompt more detail
  23. 23. Resources ● http://www.jobstobedone.org - Bob Moesta & Chris Spiek ● Mastering Jobs to Be Done Interviews on Udemy ● https://github.com/brianrhea/awesome-jtbd (pull requests welcome!) ● http://jtbd.info - quick primer on the JTBD framework ● Switch workshops - periodically held by The Rewired Group ● Brian Rhea - @brhea ● Jason Hall - @hall_jason Get out there and start doing interviews!

×