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#jtbd @madeinlafrance @mcsaatchi @brainmates
INFLUENCING PRODUCT
ACQUISITION & RETENTION
WITH THE 4 FORCES OF
CUSTOMER PRO...
#jtbd @madeinlafrance @mcsaatchi @brainmates
JOBS-TO-BE-DONE & CUSTOMER PROGRESS
-
INFLUENCING THE 4 FORCES OF PROGRESS
#jtbd @madeinlafrance @mcsaatchi @brainmates
JOBS-TO-BE-DONE
&
CUSTOMER PROGRESS
#jtbd @madeinlafrance @mcsaatchi @brainmates adapted from UserOnboard.com
+ =
Potential
customer
Your
product
Awesome pers...
#jtbd @madeinlafrance @mcsaatchi @brainmates
Stimulate my mind during a
boring commute
http://i.telegraph.co.uk/multimedia...
#jtbd @madeinlafrance @mcsaatchi @brainmates
“
#jtbd @madeinlafrance @mcsaatchi @brainmates
The switch: the moment where t...
#jtbd @madeinlafrance @mcsaatchi @brainmates
PEOPLE SWITCH TO GET A ‘JOB’ DONE BETTER
adapted from UserOnboard.com
- =
Old...
#jtbd @madeinlafrance @mcsaatchi @brainmates
TAKEAWAYS
– Making progress implies switching
> Evidences customer needs & go...
#jtbd @madeinlafrance @mcsaatchi @brainmates
INFLUENCING THE
4 FORCES OF PROGRESS
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL
of the new solution
PUSH
of the present
ANXIETY
of the new solution
HABI...
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL
of the new solution
PUSH
of the present
ANXIETY
of the new solution
HABI...
#jtbd @madeinlafrance @mcsaatchi @brainmates
JTBD
#jtbd @madeinlafrance @mcsaatchi @brainmates
A: PUSH of the present B: PULL of the new solution
C: HABIT of the present D:...
#jtbd @madeinlafrance @mcsaatchi @brainmates
A: PUSH of the present B: PULL of the new solution
C: HABIT of the present D:...
#jtbd @madeinlafrance @mcsaatchi @brainmates
A: PUSH of the present B: PULL of the new solution
C: HABIT of the present D:...
#jtbd @madeinlafrance @mcsaatchi @brainmates
A: PUSH of the present B: PULL of the new solution
C: HABIT of the present D:...
#jtbd @madeinlafrance @mcsaatchi @brainmates
A: PUSH of the present B: PULL of the new solution
C: HABIT of the present D:...
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL
of the new solution
PUSH
of the present
ANXIETY
of the new solution
HABI...
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL
of the new solution
PUSH
of the present
ANXIETY
of the new solution
HABI...
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL
of the new solution
PUSH
of the present
ANXIETY
of the new solution
HABI...
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL
of the new solution
PUSH
of the present
ANXIETY
of the new solution
HABI...
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL
of the new solution
PUSH
of the present
ANXIETY
of the new solution
HABI...
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL
of the new solution
PUSH
of the present
ANXIETY
of the new solution
HABI...
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL
of the new solution
PUSH
of the present
ANXIETY
of the new solution
HABI...
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL
of the new solution
PUSH
of the present
ANXIETY
of the new solution
HABI...
#jtbd @madeinlafrance @mcsaatchi @brainmates
TAKEAWAYS
– Best ROI is achieved by grounding product
initiatives on the 4 fo...
#jtbd @madeinlafrance @mcsaatchi @brainmates
“
#jtbd @madeinlafrance @mcsaatchi @brainmates
We only talk to people who hav...
#jtbd @madeinlafrance @mcsaatchi @brainmates
REVERSE ENGINEER HOW CUSTOMERS MAKE PROGRESS
- =
Old
product
Awesome person
w...
#jtbd @madeinlafrance @mcsaatchi @brainmates
References
User Onboarding
Features vs. Benefits
www.useronboard.com/features...
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Sydney JTBD meetup - the 4 forces of progress

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Presentation on the 4 forces of customer progress, the JTBD framework to analyse customer acquisition and churn. Presented at the Sydney JTBD meetup. http://www.meetup.com/sydney_jtbd/

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Sydney JTBD meetup - the 4 forces of progress

  1. 1. #jtbd @madeinlafrance @mcsaatchi @brainmates INFLUENCING PRODUCT ACQUISITION & RETENTION WITH THE 4 FORCES OF CUSTOMER PROGRESS SYDNEY JOBS-TO-BE-DONE MEETUP CHRISTIAN LAFRANCE
  2. 2. #jtbd @madeinlafrance @mcsaatchi @brainmates JOBS-TO-BE-DONE & CUSTOMER PROGRESS - INFLUENCING THE 4 FORCES OF PROGRESS
  3. 3. #jtbd @madeinlafrance @mcsaatchi @brainmates JOBS-TO-BE-DONE & CUSTOMER PROGRESS
  4. 4. #jtbd @madeinlafrance @mcsaatchi @brainmates adapted from UserOnboard.com + = Potential customer Your product Awesome person who can do rad shit PEOPLE ‘HIRE’ YOUR PRODUCT TO GET A ‘JOB’ DONE This isThis isn’t what you sell
  5. 5. #jtbd @madeinlafrance @mcsaatchi @brainmates Stimulate my mind during a boring commute http://i.telegraph.co.uk/multimedia/archive/02474/stereoCUT_2474932b.j pg Get in the mood for work Get up-to-date Feel connected to my community Impart good musical taste to my kids Radio is hired to…
  6. 6. #jtbd @madeinlafrance @mcsaatchi @brainmates “ #jtbd @madeinlafrance @mcsaatchi @brainmates The switch: the moment where there is an explicit choice to a new solution. Bob Moesta & Chris Spiek, The Re-Wired Group
  7. 7. #jtbd @madeinlafrance @mcsaatchi @brainmates PEOPLE SWITCH TO GET A ‘JOB’ DONE BETTER adapted from UserOnboard.com - = Old product Awesome person who can do rad shit + New product Awesome person who can do rad shit even better
  8. 8. #jtbd @madeinlafrance @mcsaatchi @brainmates TAKEAWAYS – Making progress implies switching > Evidences customer needs & goals – The switch highlights the criteria important to customers & crystalises tradeoffs > Avoids feature bloat & helps prioritisation – Is what people have done, not aspirations > Is reliable data
  9. 9. #jtbd @madeinlafrance @mcsaatchi @brainmates INFLUENCING THE 4 FORCES OF PROGRESS
  10. 10. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group THE 4 FORCES THAT DRIVE OR STOP PROGRESS Uncertainty surrounding new solution Outcomes of new solution Problem with existing situation Tug of historical allegiances
  11. 11. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group CUSTOMERS SWITCH WHEN THE BALANCE TIPS PUSH + PULL > ANXIETY + HABIT New behaviour
  12. 12. #jtbd @madeinlafrance @mcsaatchi @brainmates JTBD
  13. 13. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd#jtbd @madeinlafrance @mcsaatchi “I installed this podcast app to listen to mentally stimulating content during my commute” B: PULL of the new solution
  14. 14. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd#jtbd @madeinlafrance @mcsaatchi “When uni started again, I got bored with my music during the 45min bus ride” A: PUSH of the present
  15. 15. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd#jtbd @madeinlafrance @mcsaatchi “I read the negative reviews to check if the problems they mentioned could apply to me” D: ANXIETY of the new solution
  16. 16. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd#jtbd @madeinlafrance @mcsaatchi “I have my favourite Radio National programs...” C: HABIT of the present
  17. 17. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd#jtbd @madeinlafrance @mcsaatchi “I emailed some questions to my bank manager about a home loan. He took 2 days to respond with vague information” A: PUSH of the present
  18. 18. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group FOCUS PRODUCT INITIATIVES BASED ON THE 4 FORCES
  19. 19. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group MAXIMISE ACQUISITION GAIN CREATORS PLACEBOS CATALYSTS PAIN RELIEVERS YOUR CUSTOMER NOT YOUR CUSTOMER
  20. 20. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group MINIMISE CHURN PAIN RELIEVERS ADDICTIONS GAIN CREATORS New behaviour ANXIETY of the new solution YOUR CUSTOMER NOT YOUR CUSTOMER
  21. 21. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group PAIN RELIEVERS Address the issues that trigger customers to start looking passively or actively
  22. 22. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group GAIN CREATORS Deliver the product/service in a way which is more aligned to customer’s Job-To-Be-Done
  23. 23. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group Catalysers Alleviate uncertainty regarding the new solution
  24. 24. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group Placebos Onboard customers and minimise effort to sever ties with competitors
  25. 25. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group Addictions Embed product in people’s life, deliver increased value with history & relationships
  26. 26. #jtbd @madeinlafrance @mcsaatchi @brainmates TAKEAWAYS – Best ROI is achieved by grounding product initiatives on the 4 forces > Switchers help you to get to priority initiatives quickly – The 4 forces help you to link initiatives to acquisition and churn > Easier to demonstrate ROI
  27. 27. #jtbd @madeinlafrance @mcsaatchi @brainmates “ #jtbd @madeinlafrance @mcsaatchi @brainmates We only talk to people who have bought [switchers] because embedded in their choice set is the value code of what they’re willing to switch from and to, so we don’t over-engineer the product. Bob Moesta, The Rewired Group, aka ‘Milkshake Man’
  28. 28. #jtbd @madeinlafrance @mcsaatchi @brainmates REVERSE ENGINEER HOW CUSTOMERS MAKE PROGRESS - = Old product Awesome person who can do rad shit + New product Awesome person who can do rad shit even better Don’t reverse engineer your competitors’ products
  29. 29. #jtbd @madeinlafrance @mcsaatchi @brainmates References User Onboarding Features vs. Benefits www.useronboard.com/features-vs-benefits/ The Re-Wired Group Unpacking the Progress Making Forces Diagram www.jobstobedone.org/radio/unpacking-the-progress-making-forces-diagram/ The Re-Wired Group The Interview Timeline www.jobstobedone.org/radio/the-mattress-interview-part-one/

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