Understanding product value with Jobs-to-be-done

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http://mobl.co/post/103794443175/understanding-product-value-with-jobs-to-be-done

Topics:
What is your core product value? How do you identify, what your product can and should do for your customers? And what does that tell you about what market you are in and who actually is your competitor?
Jobs-to-be-done is a way of thinking about these problems. This talk presents core concepts and techniques to apply in day-to-day product development.

Published in: Marketing

Understanding product value with Jobs-to-be-done

  1. 1. @mark_jaeger #jtbd #pthh
  2. 2. @mark_jaeger #jtbd #pthh Topic today:
  3. 3. @mark_jaeger #jtbd #pthh Topic today: Milkshakes
  4. 4. Understanding product value @mark_jaeger #jtbd #pthh Jobs to be done:
  5. 5. @mark_jaeger #jtbd #pthh
  6. 6. @mark_jaeger #jtbd #pthh @mark_jaeger
  7. 7. @mark_jaeger #jtbd #pthh
  8. 8. @mark_jaeger #jtbd #pthh
  9. 9. @mark_jaeger #jtbd #pthh
  10. 10. Core product value @mark_jaeger #jtbd #pthh
  11. 11. @mark_jaeger #jtbd #pthh Milkshakes
  12. 12. @mark_jaeger #jtbd #pthh “Jobs to be done”
  13. 13. @mark_jaeger #jtbd #pthh @claychristensen
  14. 14. @mark_jaeger #jtbd #pthh
  15. 15. @mark_jaeger #jtbd #pthh
  16. 16. Why do successful companies fail? @mark_jaeger #jtbd #pthh
  17. 17. Because they are too good. @mark_jaeger #jtbd #pthh
  18. 18. @mark_jaeger #jtbd #pthh
  19. 19. @mark_jaeger #jtbd #pthh
  20. 20. Why do people use products? @mark_jaeger #jtbd #pthh
  21. 21. @mark_jaeger #jtbd #pthh
  22. 22. @mark_jaeger #jtbd #pthh People are hiring a product to get a job done.
  23. 23. @mark_jaeger #jtbd #pthh Jobs > Features
  24. 24. Market ≠ Category @mark_jaeger #jtbd #pthh
  25. 25. @mark_jaeger #jtbd #pthh ✈️ vs. 
  26. 26. @mark_jaeger #jtbd #pthh
  27. 27. Market ≠ Category @mark_jaeger #jtbd #pthh
  28. 28. @mark_jaeger #jtbd #pthh Milkshakes
  29. 29. @mark_jaeger #jtbd #pthh
  30. 30. @mark_jaeger #jtbd #pthh Milkshakes
  31. 31. Jobs > Demographics @mark_jaeger #jtbd #pthh
  32. 32. @mark_jaeger #jtbd #pthh ✈️ vs. 
  33. 33. @mark_jaeger #jtbd #pthh What is a job? What is a job?
  34. 34. Job Job @mark_jaeger #jtbd #pthh Job Job Job Job Job Job Job Job Job Job What is a job?
  35. 35. Job be available Something to do @mark_jaeger #jtbd #pthh last Hunger one-handed fit to cup-holder be fun don’t stain Job Job
  36. 36. @mark_jaeger #jtbd #pthh Hunger
  37. 37. @mark_jaeger #jtbd #pthh  vs. ❤️
  38. 38. @mark_jaeger #jtbd #pthh
  39. 39. @mark_jaeger #jtbd #pthh  vs. 
  40. 40. @mark_jaeger #jtbd #pthh
  41. 41. @mark_jaeger #jtbd #pthh How do find out?
  42. 42. @mark_jaeger #jtbd #pthh Ask people.
  43. 43. @mark_jaeger #jtbd #pthh
  44. 44. Job be available Something to do @mark_jaeger #jtbd #pthh last Hunger one-handed fit to cup-holder be fun don’t stain Job Job
  45. 45. @mark_jaeger #jtbd #pthh
  46. 46. @mark_jaeger #jtbd #pthh
  47. 47. @mark_jaeger #jtbd #pthh How to improve?
  48. 48. @mark_jaeger #jtbd #pthh How to improve? 1. Do a better job.
  49. 49. @mark_jaeger #jtbd #pthh How to improve? 2. Do more jobs.
  50. 50. 3. Do a different job. @mark_jaeger #jtbd #pthh How to improve?
  51. 51. @mark_jaeger #jtbd #pthh How to improve? 4. Do a new job.
  52. 52. @mark_jaeger #jtbd #pthh
  53. 53. @mark_jaeger #jtbd #pthh
  54. 54. What job is your product hired to do? @mark_jaeger #jtbd #pthh
  55. 55. @mark_jaeger #jtbd #pthh @mark_jaeger

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