Jobs-To-Be-Done

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You may have the technical ability to build your idea, but should you? The Jobs-To-Be-Done framework helps you to better understand the motivation for your user to seek out your solution. Understanding this will help you design a product which has just the right features that people will use and love. Mini-workshop presented to AI MTL Problem-Solving Workshop #2, Montreal QC, November 22, 2018 with the team from HumanYo+Impact HumanYoImpact.com (c)2018 Davender Gupta. All rights reserved davender@davender.com

Business

Job-To-Be-Done:
What motivates your user to
adopt your solution?
Presentation to AI MTL Problem-Solving Workshop #2
Montreal, QC, November 22 2018
Davender Gupta, MS, MBA - Collaborator - Venture Strategist - HumanYo+Impact
1
© 2018 Davender Gupta. All rights reserved. cavender@cavender.com

You may be technically able
to build your idea…
but SHOULD YOU?
2
© 2018 Davender Gupta. All rights reserved. cavender@cavender.com

Value CREATION Hypothesis:
How does your solution
deliver value to the user?
Value CAPTURE Hypothesis:
What is the user’s motivation
to invest in your solution?
3
© 2018 Davender Gupta. All rights reserved. cavender@cavender.com

The
The Business
Model Canvas
describes how to
use your solution
to create, deliver
and capture value.
The two most
important parts of
the Canvas are
your “Customer
Segments” (Users)
and “Value
Proposition”
The mistake most
tech entrepreneurs
make is to confuse
Value Proposition
and Features
(which is NOT on
the BMC)
4
© 2018 Davender Gupta. All rights reserved. cavender@cavender.com

The Value
Proposition
Canvas drills
deeper into
the user’s
motivation
to invest in
your solution,
by identifying
the problem
they want to
solve and
their
motivation to
solve it. This
is called the
“Job To Be
Done”
5
© 2018 Davender Gupta. All rights reserved. cavender@cavender.com

Jobs-To-Be-DoneWhat do they want to
accomplish?
Functional Emotional Social
GAINS if they succeed
PAINS if they don’t
6
© 2018 Davender Gupta. All rights reserved. cavender@cavender.com

JOB-TO-BE-DONE
When faced with a situation:
• What do they want to accomplish?
• Why is this important to them?
• What is the GAIN they expect to receive
or PAIN they expect to relieve?
When faced with a situation,
how does a person want to improve their life?
7
© 2018 Davender Gupta. All rights reserved. cavender@cavender.com

People don’t care
about what you offer.
They only care about how you
can help them
improve their life.
8
© 2018 Davender Gupta. All rights reserved. cavender@cavender.com

9
© 2018 Davender Gupta. All rights reserved. cavender@cavender.com

Deliverable
1. Describe your PERSON (give them a name)
2. Given their situation, what is their JOB-TO-BE-DONE?
3. What are their GAINS if they succeed?
4. What are their PAINS if they don’t?
5. Then think of an AI-enabled solution (whether or not it is feasible to build at this
time)
6. What are the aspects of your solution which ENHANCE their GAINS
7. What are the aspects of your solution which RELIEVE their PAINS
8. Looking at the GAIN CREATORS and PAIN RELIEVERS, which is the most
attractive to your person?
9. This is your VALUE PROPOSITION 10
© 2018 Davender Gupta. All rights reserved. cavender@cavender.com

Team Presentation
1. Describe your PERSON (give them a name)
2. Given their situation, what is their JOB-TO-BE-DONE?
3. What are their GAINS if they succeed?
4. What are their PAINS if they don’t?
5. What is your AI-Enabled solution?
6. What are the aspects of your solution which ENHANCE their GAINS
7. What are the aspects of your solution which RELIEVE their PAINS
8. Looking at the GAIN CREATORS and PAIN RELIEVERS, which is the most
attractive to your person?
9. What is your VALUE PROPOSITION?
11
© 2018 Davender Gupta. All rights reserved. cavender@cavender.com

Équipe
HumanYoImpact.com
Davender Gupta, MS, MBA
Pierre Lemasson, PCC
Sophie Babeux, MBA, Adm.A
Lillia Hitache, MSc.
12
© 2018 Davender Gupta. All rights reserved. cavender@cavender.com

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1. Job-To-Be-Done: What motivates your user to adopt your solution? Presentation to AI MTL Problem-Solving Workshop #2 Montreal, QC, November 22 2018 Davender Gupta, MS, MBA - Collaborator - Venture Strategist - HumanYo+Impact 1 © 2018 Davender Gupta. All rights reserved. cavender@cavender.com

3. Value CREATION Hypothesis: How does your solution deliver value to the user? Value CAPTURE Hypothesis: What is the user’s motivation to invest in your solution? 3 © 2018 Davender Gupta. All rights reserved. cavender@cavender.com

4. The The Business Model Canvas describes how to use your solution to create, deliver and capture value. The two most important parts of the Canvas are your “Customer Segments” (Users) and “Value Proposition” The mistake most tech entrepreneurs make is to confuse Value Proposition and Features (which is NOT on the BMC) 4 © 2018 Davender Gupta. All rights reserved. cavender@cavender.com

5. The Value Proposition Canvas drills deeper into the user’s motivation to invest in your solution, by identifying the problem they want to solve and their motivation to solve it. This is called the “Job To Be Done” 5 © 2018 Davender Gupta. All rights reserved. cavender@cavender.com

7. JOB-TO-BE-DONE When faced with a situation: • What do they want to accomplish? • Why is this important to them? • What is the GAIN they expect to receive or PAIN they expect to relieve? When faced with a situation, how does a person want to improve their life? 7 © 2018 Davender Gupta. All rights reserved. cavender@cavender.com

10. Deliverable 1. Describe your PERSON (give them a name) 2. Given their situation, what is their JOB-TO-BE-DONE? 3. What are their GAINS if they succeed? 4. What are their PAINS if they don’t? 5. Then think of an AI-enabled solution (whether or not it is feasible to build at this time) 6. What are the aspects of your solution which ENHANCE their GAINS 7. What are the aspects of your solution which RELIEVE their PAINS 8. Looking at the GAIN CREATORS and PAIN RELIEVERS, which is the most attractive to your person? 9. This is your VALUE PROPOSITION 10 © 2018 Davender Gupta. All rights reserved. cavender@cavender.com

11. Team Presentation 1. Describe your PERSON (give them a name) 2. Given their situation, what is their JOB-TO-BE-DONE? 3. What are their GAINS if they succeed? 4. What are their PAINS if they don’t? 5. What is your AI-Enabled solution? 6. What are the aspects of your solution which ENHANCE their GAINS 7. What are the aspects of your solution which RELIEVE their PAINS 8. Looking at the GAIN CREATORS and PAIN RELIEVERS, which is the most attractive to your person? 9. What is your VALUE PROPOSITION? 11 © 2018 Davender Gupta. All rights reserved. cavender@cavender.com

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