Jobs To Be Done Workshop

Milkshakes & Vegetables

Wednesday, 3 March 2010

I’m Andy


B. Eng (Prod Des)(Hons)


B. Eng (Prod Des)(Hons)
(and I’ve never used those letters since)


My degree was spent
learning to solve problems


Bernoulli, Bohr & Boltzmann


Quadratics, Quantum & Quarks


Quadratics, Quantum & Quarks
FEA, FMEA & TLA


Then work came,


Then work came,
and no-one handed me
the real problem again


“It isn’t that they
can’t see the
solution. It is that
they can’t see
the problem”
-Gilbert Chesteron


Session One:


Session One:

Better identifying problems


Session One:

Better identifying problems
(or working out what the customer will value)


You’re going to be sick of
me by the end of the day,


So I’m mostly going
to talk about others
in this first session


In marketing, there’s
a famous analogy
about a drill…


“People don’t
want to buy a
quarter inch drill.


“People don’t
want to buy a
quarter inch drill.
They want a
quarter inch
hole”
-Theodore Levitt


In the product world,
we generally think of
ourselves as drill makers


Bigger
Faster
Sexier
Cheaper


We see what other
drill makers are doing,
and do the same.


So your competition is
other drill makers right?


Know what this is?

It’s a drill competitor


It’s
Faster
Cheaper
Easier
with less damage
for hanging pictures


Drill competitor


There’s an idea that
we ‘hire’ a product
to do a job


One off job = Hire/borrow


Occasional job = Cheap product


Occasional job = Cheap product
Frequent job = Go for quality


So let’s look a bit
more at
Jobs to be done’
‘


There’s very few
simple purchases in
our lives.


Usually, we buy
things with a whole
mix of criteria


Let’s stick with the
drill to explain…


When
shopping
for a drill…


I’m looking for a versatile model with


screw driving,


screw driving,
masonry drilling


screw driving,
masonry drilling
power (but with feel for the plaster) which


screw driving,
masonry drilling
my mates will respect,

screw driving,
masonry drilling
my mates will respect,
(and I won’t feel cheap)

So if we think about
all these jobs to be
done,


Total Life
Usage?


Total Life 4 mins
Usage?


Kinda proves there
must be a lot of other
things a drill is doing…


What about a
simpler example?


Fast food.


(specifically Milkshakes)


A chain store
wanted to boost
sales of shakes


A chain store
wanted to boost
sales of shakes
They’d heard about
Jobs to be done’
‘


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…

Some findings…


40% of milkshakes bought early
morning


40% of milkshakes bought early
morning
These were typically the only
purchase & lone customers


Then there were also milkshake
additions to meals


Then there were also milkshake
additions to meals
Typically purchased by parents
with kids in tow


Their insights?


Job One Relieve boredom on
insight:
the morning commute
(Stave off hunger, one handed. Competition
from donuts, bagels & bananas)


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)


Job One
(Commute)


Job Two
(Kid Guilt)


There’s 2
different jobs
being done


And they each
need a different
solution


…


How about
washing
machines?


(they’re kinda a big deal in China)


(washing machines not fast food)


(rural rather than milkshake customers)


(a few small tweaks, and their’s was the best)


So there’s a whole mix
of reasons people
buy a product.


But it’s essentially for
‘jobs to be done’


How about exploring
some other product
categories?


But this time, we’ll
do it in ourselves…


Step 1:
Brainstorm the
Jobs to be done’
‘


Step 2:
Pull out your
favourite insights


Step 3:
Give us some ideas to
improve the product


We will then have a
90 second
presentation from
each group


Step 1

Step 2
Step 3


Step 1
90 sec presentation

Step 2
Step 3


get cracking.


Summarising…


Different products
have different
complexities


"For every complex
problem, there is an
answer that is clear,
simple – and wrong."
H.L. Mencken


Understanding
customers is
rarely simple.


But it’s absolutely
critical if you want
to be excellent


See you soon…


Jobs To Be Done Workshop

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