JTBD Interview Technique
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This document provides an introduction to Jobs To Be Done (JTBD), a framework for understanding customer needs and behaviors. It discusses key JTBD concepts like understanding the "job" a customer wants done rather than their attributes. The document outlines how JTBD can be used in marketing, product development, and sales. It also provides tips for conducting JTBD interviews to understand the triggers, needs, and timeline around a customer's last relevant purchase.
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JTBD Interview Technique
- 1. Jobs To Be Done #JTBD Introduction and interview technique
- 2. I am Steven Morey You can find me at linkedin.com/in/stevenmorey/
- 3. 5-minute Exercise In pairs, one person ask the other about the last time they purchased something and why.
- 4. What is JTBD? Jobs To Be Done is a framework used to understand why customers hire and fire products and services
- 5. People don’t buy products because of the type of person they are, people buy because they have a specific job to do!
- 6. Do you like Cake or Lasagne?
- 7. It really depends on the situation
- 8. Persona: Jack × Mid 30’s × Sales Manager × University Degree × $120K × 2 Children
- 9. Where is Jack going for dinner?
- 10. It really depends on the situation! JTBD looks at why people hire a product or service to do a specific job
- 11. It really depends on the situation! Look at the customers needs before focusing on their attributes
- 12. “If I had asked people what they wanted, they would have said faster horses.” – Henry Ford
- 13. You may have heard this saying before, but it is actually false! However, it does explain beautifully the customers needs behind the solution
- 14. Jobs and needs don’t change a great deal, but the solution we hire does
- 15. Marketing × Understand customers better × Segment customers better × Improve your messaging × Build more powerful value propositions Where can JTBD be used? Product × Align with sales × Build better products × Learn which features to build or enhance × Discover which features to abandon Sales × Target customers needs better × Charge more for products and services × Discover which features to abandon
- 16. … and most importantly Create a singular language for all parties involved in product conception, delivery and market feedback.
- 17. JTBD Interviews × 15min – 1 hour × Purchased within 90 days × Forces Diagram × Timeline
- 18. Forces Diagram For someone to move from their existing behaviour to a new behaviour, there is two forces are influencing them: progress-making forces, and progress- hindering forces. The Rewired Group’s ‘Four Forces’ diagram http://www.therewiredgroup.com/
- 19. The JTBD timeline of purchase first trigger satisfied? event #1 event #2 buying passive looking active looking deciding consuming
- 20. Trigger Questions The point of purchase × When did you purchase the product? × Where were you? × What time of day was it? (daytime/ night time?) × What was the weather like? × Was anyone else with you at the time? × How did you purchase the product? × Did you buy anything at the same time? Finding the first thought × When did you first realize you [needed something to solve your problem]? × Where were you? × Were you with someone? × What were you doing, or trying to do when this happened?
- 21. Tips & Tricks × Why, why, why? × Never say “usually” when asking a question. Encourage stories. × Look for inconsistencies. × Pay attention to nonverbal cues. × Don’t be afraid of silence. × Don’t suggest answers to your questions. × Ask questions neutrally. × Don’t ask binary questions. × Only ten words to a question. × Only ask one question at a time, one person at a time. × Make sure you’re prepared to capture. × Search for the emotional energy. × Retell it wrong on purpose to prompt more detail.
- 22. 10-Minute Exercise In pairs with the other person leading this time, ask the other about the last time they purchased something using the techniques we just discussed.
- 23. Any questions? You can find me at https://valueprop.com.au 👍
- 24. Credits Special thanks to all the people who helped make this presentation possible! × http://www.elezea.com/2013/11/progress-making-forces/ × https://medium.com/@heavywinter/eager-sellers-stony-buyers-the-four-progress-making- forces-7deeba3b5b12 × http://www.therewiredgroup.com/ × And of course http://jobstobedone.org
Editor's Notes
- Jobs To Be Done #JTBD Introduction and interview techniques
- I am Steven Morey You can find me at https://linkedin.com/in/stevenmorey/
- Jobs To Be Done #JTBD Introduction and interview techniques
- What is JTBD? Jobs To Be Done is a framework used to understand why customers hire and fire products and services
- Do you like Cake or Lasagne?
- It really depends on the situation
- Persona:Jack Mid 30’s Sales Manager University Degree $120K 2 Children
- Where is Jack going for dinner?
- It really depends on the situation! JTBD looks at why people hire a product or service to do a specific job
- It really depends on the situation! Look at the customers needs before focusing on their attributes
- “If I had asked people what they wanted, they would have said faster horses.” – Henry Ford
- You may have heard this saying before, but it is actually false! However, it does explain beautifully the customers needs behind the solution
- Jobs and needs don’t change a great deal, but the solution we hire does
- Where can JTBD be used? Product Align with sales Build better products Learn which features to build or enhance Discover which features to abandon Marketing Understand customers better Segment customers better Improve your messaging Build more powerful value propositions Sales Target customers needs better Charge more for products and services Discover which features to abandon
- … and most importantly Create a singular language for all parties involved in product conception, delivery and market feedback
- JTBD Interviews 15min – 1 hour Purchased within 90 days Forces Diagram Timeline
- JTBD Forces Diagram For someone to move from their existing behaviour to a new behaviour, there is two forces are influencing them: progress-making forces, and progress-hindering forces. The Rewired Group’s ‘Four Forces’ diagram http://www.therewiredgroup.com/
- The JTBD timeline of purchase https://jtbd.info/a-script-to-kickstart-your-jobs-to-be-done-interviews-2768164761d7
- Trigger Questions The point of purchase When did you purchase the product? Where were you? What time of day was it? (daytime/ night time?) What was the weather like? Was anyone else with you at the time? How did you purchase the product? Did you buy anything at the same time? Finding the first thought When did you first realize you [needed something to solve your problem]? Where were you? Were you with someone? What were you doing, or trying to do when this happened?
- Tips & Tricks Why, why, why? Never say “usually” when asking a question. Encourage stories. Look for inconsistencies. Pay attention to nonverbal cues. Don’t be afraid of silence. Don’t suggest answers to your questions. Ask questions neutrally. Don’t ask binary questions. Only ten words to a question. Only ask one question at a time, one person at a time. Make sure you’re prepared to capture. Search for the emotional energy Retell it wrong on purpose to prompt more detail
- Jobs To Be Done #JTBD Introduction and interview techniques
- Any questions? You can find me at https://valueprop.com.au
- Special thanks to all the people who helped make this presentation possible! http://www.elezea.com/2013/11/progress-making-forces/ https://medium.com/@heavywinter/eager-sellers-stony-buyers-the-four-progress-making-forces-7deeba3b5b12 http://www.therewiredgroup.com/ And of course http://jobstobedone.org