Jobs To Be Done Workshop

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A Workshop run for Uni of Strathclyde engineering students to help tease out the 'Jobs To Be Done' behind some common products.

Published in: Education, Technology, Business

Jobs To Be Done Workshop

  1. 1. Milkshakes & Vegetables Wednesday, 3 March 2010
  2. 2. I’m Andy Wednesday, 3 March 2010
  3. 3. B. Eng (Prod Des)(Hons) Wednesday, 3 March 2010
  4. 4. B. Eng (Prod Des)(Hons) (and I’ve never used those letters since) Wednesday, 3 March 2010
  5. 5. My degree was spent learning to solve problems Wednesday, 3 March 2010
  6. 6. Bernoulli, Bohr & Boltzmann Wednesday, 3 March 2010
  7. 7. Bernoulli, Bohr & Boltzmann Quadratics, Quantum & Quarks Wednesday, 3 March 2010
  8. 8. Bernoulli, Bohr & Boltzmann Quadratics, Quantum & Quarks FEA, FMEA & TLA Wednesday, 3 March 2010
  9. 9. Then work came, Wednesday, 3 March 2010
  10. 10. Then work came, and no-one handed me the real problem again Wednesday, 3 March 2010
  11. 11. “It isn’t that they can’t see the solution. It is that they can’t see the problem” -Gilbert Chesteron Wednesday, 3 March 2010
  12. 12. Session One: Wednesday, 3 March 2010
  13. 13. Session One: Better identifying problems Wednesday, 3 March 2010
  14. 14. Session One: Better identifying problems (or working out what the customer will value) Wednesday, 3 March 2010
  15. 15. You’re going to be sick of me by the end of the day, Wednesday, 3 March 2010
  16. 16. So I’m mostly going to talk about others in this first session Wednesday, 3 March 2010
  17. 17. In marketing, there’s a famous analogy about a drill… Wednesday, 3 March 2010
  18. 18. “People don’t want to buy a quarter inch drill. Wednesday, 3 March 2010
  19. 19. “People don’t want to buy a quarter inch drill. They want a quarter inch hole” -Theodore Levitt Wednesday, 3 March 2010
  20. 20. In the product world, we generally think of ourselves as drill makers Wednesday, 3 March 2010
  21. 21. Wednesday, 3 March 2010
  22. 22. Bigger Faster Sexier Cheaper Wednesday, 3 March 2010
  23. 23. We see what other drill makers are doing, and do the same. Wednesday, 3 March 2010
  24. 24. Wednesday, 3 March 2010
  25. 25. So your competition is other drill makers right? Wednesday, 3 March 2010
  26. 26. Wednesday, 3 March 2010
  27. 27. Know what this is? Wednesday, 3 March 2010
  28. 28. It’s a drill competitor Wednesday, 3 March 2010
  29. 29. It’s Faster Cheaper Easier with less damage for hanging pictures Wednesday, 3 March 2010
  30. 30. Drill competitor Wednesday, 3 March 2010
  31. 31. Drill competitor Wednesday, 3 March 2010
  32. 32. Wednesday, 3 March 2010
  33. 33. Drill competitor Wednesday, 3 March 2010
  34. 34. There’s an idea that we ‘hire’ a product to do a job Wednesday, 3 March 2010
  35. 35. One off job = Hire/borrow Wednesday, 3 March 2010
  36. 36. One off job = Hire/borrow Occasional job = Cheap product Wednesday, 3 March 2010
  37. 37. One off job = Hire/borrow Occasional job = Cheap product Frequent job = Go for quality Wednesday, 3 March 2010
  38. 38. So let’s look a bit more at Jobs to be done’ ‘ Wednesday, 3 March 2010
  39. 39. There’s very few simple purchases in our lives. Wednesday, 3 March 2010
  40. 40. Usually, we buy things with a whole mix of criteria Wednesday, 3 March 2010
  41. 41. Let’s stick with the drill to explain… Wednesday, 3 March 2010
  42. 42. Wednesday, 3 March 2010
  43. 43. When shopping for a drill… Wednesday, 3 March 2010
  44. 44. I’m looking for a versatile model with Wednesday, 3 March 2010
  45. 45. I’m looking for a versatile model with screw driving, Wednesday, 3 March 2010
  46. 46. I’m looking for a versatile model with screw driving, masonry drilling Wednesday, 3 March 2010
  47. 47. I’m looking for a versatile model with screw driving, masonry drilling power (but with feel for the plaster) which Wednesday, 3 March 2010
  48. 48. I’m looking for a versatile model with screw driving, masonry drilling power (but with feel for the plaster) which my mates will respect, Wednesday, 3 March 2010
  49. 49. I’m looking for a versatile model with screw driving, masonry drilling power (but with feel for the plaster) which my mates will respect, (and I won’t feel cheap) Wednesday, 3 March 2010
  50. 50. So if we think about all these jobs to be done, Wednesday, 3 March 2010
  51. 51. Wednesday, 3 March 2010
  52. 52. Wednesday, 3 March 2010
  53. 53. Wednesday, 3 March 2010
  54. 54. Wednesday, 3 March 2010
  55. 55. Wednesday, 3 March 2010
  56. 56. Wednesday, 3 March 2010
  57. 57. Wednesday, 3 March 2010
  58. 58. Wednesday, 3 March 2010
  59. 59. Wednesday, 3 March 2010
  60. 60. Wednesday, 3 March 2010
  61. 61. Wednesday, 3 March 2010
  62. 62. Wednesday, 3 March 2010
  63. 63. Wednesday, 3 March 2010
  64. 64. Wednesday, 3 March 2010
  65. 65. Total Life Usage? Wednesday, 3 March 2010
  66. 66. Total Life 4 mins Usage? Wednesday, 3 March 2010
  67. 67. Kinda proves there must be a lot of other things a drill is doing… Wednesday, 3 March 2010
  68. 68. Wednesday, 3 March 2010
  69. 69. What about a simpler example? Wednesday, 3 March 2010
  70. 70. Fast food. Wednesday, 3 March 2010
  71. 71. Wednesday, 3 March 2010
  72. 72. (specifically Milkshakes) Wednesday, 3 March 2010
  73. 73. A chain store wanted to boost sales of shakes Wednesday, 3 March 2010
  74. 74. A chain store wanted to boost sales of shakes They’d heard about Jobs to be done’ ‘ Wednesday, 3 March 2010
  75. 75. A chain store wanted to boost sales of shakes They’d heard about Jobs to be done’ ‘ So some researchers sat in a store for 18hrs… Wednesday, 3 March 2010
  76. 76. Some findings… Wednesday, 3 March 2010
  77. 77. 40% of milkshakes bought early morning Wednesday, 3 March 2010
  78. 78. 40% of milkshakes bought early morning These were typically the only purchase & lone customers Wednesday, 3 March 2010
  79. 79. Then there were also milkshake additions to meals Wednesday, 3 March 2010
  80. 80. Then there were also milkshake additions to meals Typically purchased by parents with kids in tow Wednesday, 3 March 2010
  81. 81. Their insights? Wednesday, 3 March 2010
  82. 82. Job One Relieve boredom on insight: the morning commute (Stave off hunger, one handed. Competition from donuts, bagels & bananas) Wednesday, 3 March 2010
  83. 83. Job One Relieve boredom on insight: the morning commute (Stave off hunger, one handed. Competition from donuts, bagels & bananas) Job Two Appease guilt at insight: always saying no (Parents caving in. Competition from sundaes, cookies, TV & toys) Wednesday, 3 March 2010
  84. 84. Job One (Commute) Wednesday, 3 March 2010
  85. 85. Job One (Commute) Wednesday, 3 March 2010
  86. 86. Job One (Commute) Wednesday, 3 March 2010
  87. 87. Job One (Commute) Wednesday, 3 March 2010
  88. 88. Job One (Commute) Wednesday, 3 March 2010
  89. 89. Job One (Commute) Wednesday, 3 March 2010
  90. 90. Wednesday, 3 March 2010
  91. 91. Job Two (Kid Guilt) Wednesday, 3 March 2010
  92. 92. Job Two (Kid Guilt) Wednesday, 3 March 2010
  93. 93. Job Two (Kid Guilt) Wednesday, 3 March 2010
  94. 94. There’s 2 different jobs being done Wednesday, 3 March 2010
  95. 95. And they each need a different solution Wednesday, 3 March 2010
  96. 96. … Wednesday, 3 March 2010
  97. 97. How about washing machines? Wednesday, 3 March 2010
  98. 98. Wednesday, 3 March 2010
  99. 99. (they’re kinda a big deal in China) Wednesday, 3 March 2010
  100. 100. Wednesday, 3 March 2010
  101. 101. (washing machines not fast food) Wednesday, 3 March 2010
  102. 102. Wednesday, 3 March 2010
  103. 103. (rural rather than milkshake customers) Wednesday, 3 March 2010
  104. 104. Wednesday, 3 March 2010
  105. 105. (a few small tweaks, and their’s was the best) Wednesday, 3 March 2010
  106. 106. So there’s a whole mix of reasons people buy a product. Wednesday, 3 March 2010
  107. 107. But it’s essentially for ‘jobs to be done’ Wednesday, 3 March 2010
  108. 108. How about exploring some other product categories? Wednesday, 3 March 2010
  109. 109. But this time, we’ll do it in ourselves… Wednesday, 3 March 2010
  110. 110. Wednesday, 3 March 2010
  111. 111. Step 1: Brainstorm the Jobs to be done’ ‘ Wednesday, 3 March 2010
  112. 112. Wednesday, 3 March 2010
  113. 113. Wednesday, 3 March 2010
  114. 114. Wednesday, 3 March 2010
  115. 115. Step 2: Pull out your favourite insights Wednesday, 3 March 2010
  116. 116. Wednesday, 3 March 2010
  117. 117. Wednesday, 3 March 2010
  118. 118. Step 3: Give us some ideas to improve the product Wednesday, 3 March 2010
  119. 119. Wednesday, 3 March 2010
  120. 120. Wednesday, 3 March 2010
  121. 121. We will then have a 90 second presentation from each group Wednesday, 3 March 2010
  122. 122. Step 1 Step 2 Step 3 Wednesday, 3 March 2010
  123. 123. Step 1 90 sec presentation Step 2 Step 3 Wednesday, 3 March 2010
  124. 124. get cracking. Wednesday, 3 March 2010
  125. 125. Wednesday, 3 March 2010
  126. 126. Summarising… Wednesday, 3 March 2010
  127. 127. Different products have different complexities Wednesday, 3 March 2010
  128. 128. Wednesday, 3 March 2010
  129. 129. Wednesday, 3 March 2010
  130. 130. Wednesday, 3 March 2010
  131. 131. Wednesday, 3 March 2010
  132. 132. Wednesday, 3 March 2010
  133. 133. "For every complex problem, there is an answer that is clear, simple – and wrong." H.L. Mencken Wednesday, 3 March 2010
  134. 134. Understanding customers is rarely simple. Wednesday, 3 March 2010
  135. 135. But it’s absolutely critical if you want to be excellent Wednesday, 3 March 2010
  136. 136. See you soon… Wednesday, 3 March 2010

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