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Jobs-to-be-Done
Meetup Berlin #6:
Integrating JTBD into
existing tools & frameworks
SI Labs — June 23, 2015
Andrej Balaz
Hannes Jentsch
Martin Jordan
Tor L. Bollingmo
Where
Kindly supported by
Why
Sharing experiences
among JTBD practitioners
What
Understanding
why people are switching
from one product
to another
—and the outcomes they
want to achieve
Intro
What’s your name?
What’s your background?
What are your hopes
for the evening?
Warm-up
Which product or service did
you start using recently?
What ‘jobs’ is it doing
for you?
What does it replace?
People don’t want to buy
a quarter-inch drill.
They want a quarter-inch
hole!
— Theodore Levitt, American economist
http://hbr.org/web/special-collections/insight/marketing-that-works/
marketing-malpractice-the-cause-and-cure
“
”
History
Theodore
Lewitt
et al.
GENERATION 0
Anthony
Ulwick
Clayton
Christensen
GENERATION 1
Bob
Moesta
Chris
Spiek
GENERATION 2
Alan
Klement
GENERATION 2.5
Point of View
Focusing on the outcomes
people want to achieve,
problems solved and tasks
get done
Rule of the evening
Raise your hand to intervene
Recap of recently
discussed tools &
methods
Job statement
e.g. ‘Clean clothes quickly’
or ‘Manage personal
finances at home’
Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
Emotional /
personal
jobs
Functional
jobs
Social
jobs
Kinds of jobs
Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
Timeline
First
thought
Event 1
BUY
Event 2
Passive
looking
Active
looking
Deciding Consuming
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
PUSH PULL
HABIT ANXIETY
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business
as usual
New
behaviour
Forces of progress
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
WEAK SIGNAL BETTER PRICE
KEEP NUMBER?
DIRECT
WITHDRAWAL
Changing mobile carrier
FORCES PROMOTING A NEW CHOICE
FORCES BLOCKING CHANGE
Business
as usual
New
behaviour
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
Interview
Retrospective interviews
after purchase or usage
to uncover jobs, events,
forces
Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
Integrating JTBD
into other tools
and frameworks
Value creation
Value in
exchange
Value in
use
Value in
achievement
Resource: Bettencourt, L. A., Lusch. R. F., Vargo, S. L. (2014): A Service Lens on Value Creation:
Marketing’s Role in Achieving Strategic Advantage. California Management Review, 57 (1 | Fall), 44-66.
Value Proposition Canvas
Jobs
Gains
Pains
Resource: Osterwalder, A., Pigneur, Y. , Bernarda, G., Smith, A. (2014): Value Proposition Design: How to Create
Products and Services Customers Want. Hoboken, NJ: Wiley.
Market segmentation
By customer
demographics
© SINUS
Soziale
Lage
Grund-
orien erung
Untere
Mi elschicht /
Unterschicht
3
Mi lere
Mi elschicht 2
Oberschicht /
Obere
Mi elschicht
1
Tradi ons-
verwurzelung
"Festhalten"
Modernisierung / IndividualisierungTradi on Neuorien erung
Modernisierte
Trad n
"Bewahren"
Lebensstandard,
Status, Besitz
"Haben & Genießen"
Mul op onalität,
Beschleunigung,
Pragma smus
"Machen & Erleben"
Selbstverwirklichung,
Emanzipa on, Authen zität
"Sein & Verändern"
CBA Explora on,
Refokussierung,
neue Synthesen
"Grenzen überwinden"
Sinus C1
Milieu der
Performer
7%
Sinus C12
Expedi ves
Milieu
7%
Sinus BC23
Hedonis sches
Milieu
15%
Sinus B1
Liberal-intellektuelles
Milieu
7%
Sinus AB12
Konserva v-
etabliertes
Milieu
10%
Sinus AB23
Tradi onelles Milieu
14%
Sinus B23
Bürgerliche Mi e
14%
Sinus B3
Prekäres Milieu
9%
Sinus C2
Adap v-
pragma sches
Milieu
9%
Sinus B12
Sozialökologisches
Milieu
7%
By customer
jobs
Job #1
Job #2
By product
& service
offering
A
B
C
D
E
F
G
Resource: Christensen, C. M., Anthony, S. D., Berstell G., Nitterhouse, D. (2007): Finding the Right Job
For Your Product. MIT Sloan Management Review. Boston, MA.
Customer Journey Map
Phase 1
Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint
Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7
Phase 5
CONTEXT
Woke up too late that morning
TOUCHPOINT
Urban navigation app
WANTED OUTCOME
Discovering the best option to get to work fast
UNWANTED OUTCOME
Wasting more time with searching for options
FUNCTIONAL JOB
Finding the fastest way to get to work
EMOTIONAL JOB
Regaining control of the situation
SOCIAL JOB
Letting my colleagues know
when I will arrive at work
Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for –
Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany
How might we … ?
Transforming a job story…
When I want to So I can
Situation Need Goal
Resource: Klement, A. (2013): Replacing The User Story With The Job Story. Retrieved June 20 from
https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27.
How might we … ?
When I am on my island round trip where
I travel with a lot of stuff in a small backpack
and only unreliable connection to the Internet
I want to easily pick photos I took that day and
sync them whenever connected to a WiFi
So I can I can share my photos with friends
and family.
How might we … ?
When
I want to
So I can
I am on my island round trip where
I travel with a lot of stuff in a small backpack
and only unreliable connection to the Internet
easily pick photos I took that day and
sync them whenever connected to a WiFi
I can share my photos with friends
and family.
Situation
Need
Goal
How might we … ?
How might we assist Adam who has rarely
reliable internet access to easily pick photos and
share them so that his friends and family can take
part in his adventures?
user needinsight
situation need goal
Resource: IDEO.org (2014): Design Kit – How Might We. Retrieved June 20 from http://www.designkit.org/methods/3.
Further integrations
Which tools do you use?
Where do you see potential
for a JTBD integration?

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Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Berlin #6

  • 1. Jobs-to-be-Done Meetup Berlin #6: Integrating JTBD into existing tools & frameworks SI Labs — June 23, 2015 Andrej Balaz Hannes Jentsch Martin Jordan Tor L. Bollingmo
  • 4. What Understanding why people are switching from one product to another —and the outcomes they want to achieve
  • 5.
  • 6. Intro What’s your name? What’s your background? What are your hopes for the evening?
  • 7. Warm-up Which product or service did you start using recently? What ‘jobs’ is it doing for you? What does it replace?
  • 8. People don’t want to buy a quarter-inch drill. They want a quarter-inch hole! — Theodore Levitt, American economist http://hbr.org/web/special-collections/insight/marketing-that-works/ marketing-malpractice-the-cause-and-cure “ ”
  • 9. History Theodore Lewitt et al. GENERATION 0 Anthony Ulwick Clayton Christensen GENERATION 1 Bob Moesta Chris Spiek GENERATION 2 Alan Klement GENERATION 2.5
  • 10. Point of View Focusing on the outcomes people want to achieve, problems solved and tasks get done
  • 11. Rule of the evening Raise your hand to intervene
  • 12. Recap of recently discussed tools & methods
  • 13. Job statement e.g. ‘Clean clothes quickly’ or ‘Manage personal finances at home’ Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
  • 14. Emotional / personal jobs Functional jobs Social jobs Kinds of jobs Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
  • 15. Timeline First thought Event 1 BUY Event 2 Passive looking Active looking Deciding Consuming Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
  • 16. PUSH PULL HABIT ANXIETY FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Forces of progress Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
  • 17. WEAK SIGNAL BETTER PRICE KEEP NUMBER? DIRECT WITHDRAWAL Changing mobile carrier FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
  • 18. Interview Retrospective interviews after purchase or usage to uncover jobs, events, forces Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
  • 19. Integrating JTBD into other tools and frameworks
  • 20. Value creation Value in exchange Value in use Value in achievement Resource: Bettencourt, L. A., Lusch. R. F., Vargo, S. L. (2014): A Service Lens on Value Creation: Marketing’s Role in Achieving Strategic Advantage. California Management Review, 57 (1 | Fall), 44-66.
  • 21. Value Proposition Canvas Jobs Gains Pains Resource: Osterwalder, A., Pigneur, Y. , Bernarda, G., Smith, A. (2014): Value Proposition Design: How to Create Products and Services Customers Want. Hoboken, NJ: Wiley.
  • 22. Market segmentation By customer demographics © SINUS Soziale Lage Grund- orien erung Untere Mi elschicht / Unterschicht 3 Mi lere Mi elschicht 2 Oberschicht / Obere Mi elschicht 1 Tradi ons- verwurzelung "Festhalten" Modernisierung / IndividualisierungTradi on Neuorien erung Modernisierte Trad n "Bewahren" Lebensstandard, Status, Besitz "Haben & Genießen" Mul op onalität, Beschleunigung, Pragma smus "Machen & Erleben" Selbstverwirklichung, Emanzipa on, Authen zität "Sein & Verändern" CBA Explora on, Refokussierung, neue Synthesen "Grenzen überwinden" Sinus C1 Milieu der Performer 7% Sinus C12 Expedi ves Milieu 7% Sinus BC23 Hedonis sches Milieu 15% Sinus B1 Liberal-intellektuelles Milieu 7% Sinus AB12 Konserva v- etabliertes Milieu 10% Sinus AB23 Tradi onelles Milieu 14% Sinus B23 Bürgerliche Mi e 14% Sinus B3 Prekäres Milieu 9% Sinus C2 Adap v- pragma sches Milieu 9% Sinus B12 Sozialökologisches Milieu 7% By customer jobs Job #1 Job #2 By product & service offering A B C D E F G Resource: Christensen, C. M., Anthony, S. D., Berstell G., Nitterhouse, D. (2007): Finding the Right Job For Your Product. MIT Sloan Management Review. Boston, MA.
  • 23. Customer Journey Map Phase 1 Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 5 CONTEXT Woke up too late that morning TOUCHPOINT Urban navigation app WANTED OUTCOME Discovering the best option to get to work fast UNWANTED OUTCOME Wasting more time with searching for options FUNCTIONAL JOB Finding the fastest way to get to work EMOTIONAL JOB Regaining control of the situation SOCIAL JOB Letting my colleagues know when I will arrive at work Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for – Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany
  • 24. How might we … ? Transforming a job story… When I want to So I can Situation Need Goal Resource: Klement, A. (2013): Replacing The User Story With The Job Story. Retrieved June 20 from https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27.
  • 25. How might we … ? When I am on my island round trip where I travel with a lot of stuff in a small backpack and only unreliable connection to the Internet I want to easily pick photos I took that day and sync them whenever connected to a WiFi So I can I can share my photos with friends and family.
  • 26. How might we … ? When I want to So I can I am on my island round trip where I travel with a lot of stuff in a small backpack and only unreliable connection to the Internet easily pick photos I took that day and sync them whenever connected to a WiFi I can share my photos with friends and family. Situation Need Goal
  • 27. How might we … ? How might we assist Adam who has rarely reliable internet access to easily pick photos and share them so that his friends and family can take part in his adventures? user needinsight situation need goal Resource: IDEO.org (2014): Design Kit – How Might We. Retrieved June 20 from http://www.designkit.org/methods/3.
  • 28. Further integrations Which tools do you use? Where do you see potential for a JTBD integration?