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Glue 0.0.1

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The Why & How of Demand Thinking.

Published in: Leadership & Management
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Glue 0.0.1

  1. 1. @cabgfx cabgfx.com Thisoneweirdreasonis whymoststartupsfail …because this shit is hard! Source: CB Insights via Forbes, oct. 2017
  2. 2. @cabgfx cabgfx.com Cool tech without customer value is not innovation …It’s just invention
  3. 3. @cabgfx cabgfx.com Thetheoryandpractice ofJobstoBeDonehelpsus focusonwhatmatters Business Goals Customer Value Product Management #JTBD To customers and coworkers, bosses and businesses
  4. 4. @cabgfx cabgfx.com JobsToBeDone? Products and services are hired to get a job done, when a situation creates demand: motivation to make progress. Solutions change over time — Jobs don’t.
  5. 5. @cabgfx cabgfx.com Solution Why? How? angles two “Big Hire” “Little Hire”
  6. 6. @cabgfx cabgfx.com Method:Switch Why do you want a drill? Why do you need a hole? Why do you want a plug? Why do you need a lamp? Why do you want to read? How? Why?
  7. 7. @cabgfx cabgfx.com Event1 Event 2 Buying PassiveLooking Active Looking Deciding Consuming Method:Switch Tool: The Switch Timeline How? Why?
  8. 8. @cabgfx cabgfx.com Method:Switch How? Why? Tool: 4 Forces Push Pull AnxietyHabit !Two forces promote a new choice Two forces block change
  9. 9. @cabgfx cabgfx.com Method:ODI How? Why? How will our solution get the job done faster, better, cheaper? How do we segment our market and customers? How do we define needs, and what customers want? How do we measure the process of getting a job done?
  10. 10. @cabgfx cabgfx.com Method:ODI Tool: Job Map How? Why? Your product The Job to be done
  11. 11. @cabgfx cabgfx.com Method:ODI Tool: Desired Outcomes How? Why? “Minimize the time it takes to do X, when Y” Direction Metric Control Context+ + + ! ! ! ! !! ! ! !
  12. 12. @cabgfx cabgfx.com Eliminate Reduce Create Raise “Minimize the time it takes to do X, when Y” “Minimize the time it takes bla blblabl “Minimize thetime it takes bla oopopop sdfds sdfsd dd “Minimize thetime it takes bla oopopop sdfælkdsf dsæølksdf sd dfdfs sdfsdfsd sdf“Minimize the time it takes to do X, when Y” “Minimize the time it takes bla blblabl
  13. 13. @cabgfx cabgfx.com ris Udvikling Drift/Vedligehold Afklaring & Revision M øder& Planlæ gning Kvalitetskriterie Test& Validering,analyseRapportering & M ålingForankring & Vidensdeling Roadm apping Rekruttering Pilot Benchmark Pris Udvikling Drift/Vedligehold Afklaring & Revision M øder& Planlæ gning Kvalitetskriterie Test& Validering,analyseRapportering & M ålingForankring & Vidensdeling Roadm apping Rekruttering ! Pilot ! As-is To-be Stable,reliableinsightsdrivestrategy
  14. 14. @cabgfx cabgfx.com Follow the money.
  15. 15. @cabgfx cabgfx.com “Everything you need to launch a simple website, grow an audience and convert traffic.” My next JTBD experiment — coming soon!
  16. 16. @cabgfx cabgfx.com CaptureJobStories When… I want to… So I can… Functional goals Emotional & Social goals Context / Situation
  17. 17. @cabgfx cabgfx.com JobStoriesguide Productdevelopment User Stories Prototypes
  18. 18. @cabgfx cabgfx.com JobStoriesestablish Sharedlanguage
  19. 19. @cabgfx cabgfx.com JobStoriesinform Marketing&positioning Lorem ipsum dolor segmentation. Suspendisse volutpat eu velit et volutpat. Mauris in nisl dolor. Cras gravida orci non ante volutpat iaculis. Etiam tempor, nunc vel dignissim venenatis, elit nibh convallis ante, quis varius neque arcu a tortor. Nullam ac eros pretium, laoreet arcu id, faucibus eros. Sed tristique pulvinar lorem, eu bibendum dolor. Copywriting & CRO
  20. 20. @cabgfx cabgfx.com Getmytools+resources: cabgfx.com/uxcamp …And join the #JTBD·CPH Meetup group!

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