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Bob Moesta (Founder, The ReWired Group) - JTBD Workshop

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This workshop was given at Business of Software Conference USA 2018. Watch videos from previous BoS Conferences here: http://businessofsoftware.org/videos

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Bob Moesta (Founder, The ReWired Group) - JTBD Workshop

  1. 1. The Power of Why: Understanding Customer Choice & The Job-To-Be-Done Method Bob Moesta & Peter Muir The Re-Wired Group Demand Side Innovation Business of Software Ver 9 October 2018 © 2018 The Re-Wired Group LLC 1
  2. 2. Objectives & Agenda Objectives • Observe, Learn & Practice the BASIC JTBD Interviewing Method • See it in action • Apply the Key Frameworks • Learn the history, theory, case studies, examples and process • Practice Interviewing + Debrief • Explain it to others & Tips / Tricks • Next Steps to get started. • NOT– Detailed Analysis; every technique, Tip & Trick and be an expert. Agenda • 1:00 - Intro, Objectives, Agenda • 1:10 – JTBD Basics + Frameworks + Overview • 1:30 – Demo JTBD Interview • 2:15 – Group Debrief + Q&A • 2:45 - Break • 2:55 – Practice Interview & Debrief • 3:25 - Case Studies + Process • 3:50 – Next Steps + Warm-Down • 4:00 pm – Close + Q&A October 2018 © 2018 The Re-Wired Group LLC 2
  3. 3. JTBD Basics – Why & Frameworks October 2018 © 2018 The Re-Wired Group LLC 3
  4. 4. Engineer Detroit+3500 October 2018 © 2018 The Re-Wired Group LLC 4
  5. 5. +3,500 Products & Services October 2018 © 2018 The Re-Wired Group LLC 5
  6. 6. “Experience by itself teaches nothing... Without theory, experience has no meaning. Without theory, one has no questions to ask. Hence, without theory, there is no learning.” October 2018 © 2018 The Re-Wired Group LLC 6
  7. 7. “Questions Create spaces in the Brain for Solutions to Fall into.” - Clayton Christensen Professor @ Harvard Business School October 2018 © 2018 The Re-Wired Group LLC 7
  8. 8. October 2018 © 2018 The Re-Wired Group LLC 8
  9. 9. Supply-Side vs. Demand-Side Innovation 9 Business System Suppliers Inputs Strategy Products Features Benefits Attributes Experiences Specs JTBD Consumer Context Struggling Moment Desired Outcomes Candidates Hire & Fire Criteria Trade-Offs Current Product Design Requirements • Context • Struggling Moments • Push & Pulls • Anxieties & Habits • Desired Outcomes • Hire & Fire Criteria • Trade-Offs • Basic/Core Quality Supply-Side Demand-Side ProductMarketDisconnect-”TheWall” ASales&MarketingDesign&Development What The Company Can Deliver The Progress the Consumer is Trying to make October 2018 © 2018 The Re-Wired Group LLC
  10. 10. Jobs-to-Be-Done Methods October 2018 © 2018 The Re-Wired Group LLC Drivers of Successful New Products 10
  11. 11. My Problem #1 – Too Many Cooks October 2018 © 2018 The Re-Wired Group LLC 11
  12. 12. My Problem #2 - Correlation vs Causation October 2018 © 2018 The Re-Wired Group LLC 12
  13. 13. My Problem #3 - Guessing + “Lying” October 2018 © 2018 The Re-Wired Group LLC 13
  14. 14. My Problem #4 – Consumers Don’t know! October 2018 © 2018 The Re-Wired Group LLC 14
  15. 15. “The Struggling Moment is the Seed for all INNOVATION” October 2018 © 2018 The Re-Wired Group LLC 15
  16. 16. A JTBD is . . . . • The Key is to understand the causation that explains choice • The circumstance is the reference point needed to establish “value” & “The Struggling Moment” • Uncover The process of making progress – The Real Consumer Journey & Trade-offs The progress that a person is trying to make in a particular struggling circumstance. circumstance outcome Idea of New Way October 2018 © 2018 The Re-Wired Group LLC 16 progress
  17. 17. …they want a quarter-inch hole!" “People don't want to buy a quarter-inch drill… The Solution (WHAT) The Job (WHY) People don't want to buy . . . . Product Language – Features & Benefits Job Language – Context & Outcomes Theodore Levitt 1960 - Professor Harvard Business School October 2018 © 2018 The Re-Wired Group LLC 17
  18. 18. October 2018 © 2018 The Re-Wired Group LLC 18
  19. 19. #1 - Causation - JTBD Forces of Progress © The Re-Wired Group LLC 2016 October 2018 © 2018 The Re-Wired Group LLC 19
  20. 20. #2 - JTBD Timeline - The Process of Making Progress © The Re-Wired Group LLC 2016 October 2018 © 2018 The Re-Wired Group LLC 20
  21. 21. Milkyway Vs. Snickers © The Re-Wired Group LLC 2016 October 2018 © 2018 The Re-Wired Group LLC 21 Milkyway Vs. Snickers © The Re-Wired Group LLC 2016 October 2018 © 2018 The Re-Wired Group LLC 21
  22. 22. Pre - JTBD Snickers October 2018 © 2018 The Re-Wired Group LLC 22
  23. 23. MilkyWay Vs. Snickers © The Re-Wired Group LLC 2016 October 2018 © 2018 The Re-Wired Group LLC 23
  24. 24. Post JTBD Snickers October 2018 © 2018 The Re-Wired Group LLC 24
  25. 25. #1 Candy Bar in the World – $3.5 Billion/yr October 2018 © 2018 The Re-Wired Group LLC 25
  26. 26. Demo Interview October 2018 © 2018 The Re-Wired Group LLC 26
  27. 27. Identify . . . . • 1 example of • Something you have purchased in the last 90 to 120 days • And it was for you (Not a gift for some one else) • You “struggled” to purchase it (Lots of choices, hard to justify or took a long time) • You have used at least once since you have purchased it. October 2018 © 2018 The Re-Wired Group LLC 27
  28. 28. Demo Interview – Game-On / Game-Off October 2018 © 2018 The Re-Wired Group LLC 28
  29. 29. Demo Interview #1 – Debrief – 10 min • What are the Forces of Progress?: • Pushes of the situation • Pull of the new Idea • Anxiety of the new idea • Habit of the present • What is the Timeline?: • First Thought (not so important) • Passive Looking • Event #1 – Struggling Moment • Active Looking • Event #2 – Trigger Event • Trade-offs • Commitment • First use. October 2018 © 2018 The Re-Wired Group LLC 29
  30. 30. October 2018 © 2018 The Re-Wired Group LLC 30
  31. 31. Causation - JTBD Forces of Progress © The Re-Wired Group LLC 2016 October 2018 © 2018 The Re-Wired Group LLC 31
  32. 32. JTBD Timeline - The Process of Making Progress © The Re-Wired Group LLC 2016 October 2018 © 2018 The Re-Wired Group LLC 32
  33. 33. Elements of a JTBD • Context • Struggling Moment • Push & Pull • Anxiety and Habit • Desired Outcomes • Hiring and Firing Criteria • Key Trade-offs • Core of Basic Jobs (Kano) October 2018 © 2018 The Re-Wired Group LLC 33
  34. 34. Break 10 min October 2018 © 2018 The Re-Wired Group LLC 34
  35. 35. Practice Interview October 2018 © 2018 The Re-Wired Group LLC 35
  36. 36. Practice Interview – Team of 4 or 5 (20 min) • Interviewee (1 person)- • Something you have purchased in the last 90 to 120 days • And it was for you (Not a gift for some one else) • You “struggled” to purchase it (Lots of choices, hard to justify or took a long time) • You have used at least once since you have purchased it. • Interviewers (2 people) – Interview for 15 min • Intro the interview • Follow the time line • Look for the energy following the pushes and pulls • Debrief the interview (5 min) • Observer –(1 to 2 people) • Observer the process • Game on + Game off to coach • Worked, did not work, done differently (After) October 2018 © 2018 The Re-Wired Group LLC 36
  37. 37. October 2018 © 2018 The Re-Wired Group LLC 37
  38. 38. Case Study #1 - Intercom October 2018 © 2018 The Re-Wired Group LLC 38
  39. 39. JTBD Case Study – Intercom.io • Started in 2010 • One size fits all – “A platform” that can do everything to help with managing customers for web companies - CRM • One Price for it all services • Very little cross over buying October 2018 © 2018 The Re-Wired Group LLC 39
  40. 40. Intercom.io © The Re-Wired Group LLC 2016 October 2018 © 2018 The Re-Wired Group LLC 40
  41. 41. Become an Expert in Your JTBD – Ongoing . . . February 2018 © 2018 The Re-Wired Group LLC 41
  42. 42. Results – 500% Growth in 18 months October 2018 © 2018 The Re-Wired Group LLC 42
  43. 43. And They are Still Growing in 2018 . . . . June 2018 © 2018 The Re-Wired Group LLC 43 March 2018 - $1.25 Billion Valuation!
  44. 44. Case Study #2 - Basecamp October 2018 © 2018 The Re-Wired Group LLC 44
  45. 45. “Cover My Ass” “Help me think it through” “Stop the Interruptions”Low end of market Basecamp - Project Management High end of market © The Re-Wired Group LLC 2016 October 2018 © 2018 The Re-Wired Group LLC 45
  46. 46. Stop the Interruptions October 2018 © 2018 The Re-Wired Group LLC 46
  47. 47. JTBD Process October 2018 © 2018 The Re-Wired Group LLC 47
  48. 48. The Re-Wired JTBD “Sprint” Approach October 2018 © 2018 The Re-Wired Group LLC 48
  49. 49. The Re-Wired JTBD Sprint Process1 - Frame the Question 2 - Screen & Recruit 3 - Individual Interview 4 - Debrief Interview 5 - JTBD Analysis 6 - Detail JTBD Summary 7 - Opportunities 8 - JTBD Workshop 49 1. Frame the Learning Questions 2. Screen, Recruit & Schedule 3. JTBD Individual Interview 4. Debrief Interview 5. JTBD Analysis – Cluster Method 6. Detail each JTBD 7. Opportunities & Implications 8. JTBD Workshop October 2018 © 2018 The Re-Wired Group LLC
  50. 50. Deliverables for a JTBD Sprint • A Screener and Data on the people interviewed • Recordings of all the interviews • Forces of progress of each interview + Observations & Insights • Written report that will contain a complete Job spec • Job To Be Done statements of all Job Clusters found • What each Job is more and less about • The Forces of Progress for each Job found • Hiring and firing criteria for each Job found • Key trade-offs made in each Job found • Design requirements for each Job found • 2 day report out workshop: • Executive overview • Review each Job found • Ideation of what to do to fulfill the Jobs found • 90-day planning • What projects should be created • What tweaks can we make • Optional: • A 90 day strategic plan for phase 1 of the project • A series of office hours for key team members to be utilized by the team • A Project Integration & Planning Session for phase 2 of the project • A 90 day strategic plan for phase 2 of the project 50October 2018 © 2018 The Re-Wired Group LLC
  51. 51. Agenda for a 1 week JTBD Sprint Monday Tuesday Wednesday Thursday Friday 7:30 – 8:00 am Arrive Arrive 8:00 – 9:00am Interview 1 interview 6 Arrive Arrive Arrive 9:00 – 10:00am debrief debrief Analysis Overview, Review Interviews & Review 1 Pass Analysis Finalize the JTBD Frame Project Ideas 10:00 – 11:00am Interview 2 Interview 7 Communication Plan 11:00 – 12:00pm Debrief + Working Lunch Debrief + Working Lunch 90 Day Plan Draft 12:00 – 1:00pm Interview 3 Interview 8 Lunch Lunch Lunch 1:00 – 2:00pm debrief debrief Test the clusters & Detail The JTBD Identify and Frame opportunities and Implications Leave for Airport2:00 – 3:00pm Interview 4 Interview 9 3:00 – 4:00pm debrief debrief 4:00 – 5:00pm Interview 5 Interview 10 5:00 – 6:00pm debrief debrief 51October 2018 © 2018 The Re-Wired Group LLC
  52. 52. Progress Using existing Product(s) Habit A New Solution (and or habit) The JTBD Process – Frame the Question Context Circumstance (When I am . . . . ) Result Desired Outcome (So I can. . . . ) The Perception at the time What they were hoping for at the time October 2018 © 2018 The Re-Wired Group LLC 52 Competitive Set; Market Definition What Causes consumers to choose different solutions instead of or in addition to their current solution? What Progress are they seeking?
  53. 53. The JTBD Process – Screen & Recruit • People who have had recently switched from one behavior, product or service in the last 3 to 6 months. (Hired or Fired you) • Selecting Criteria – An explicit variation of • Respondents distributed between the ages 20-50 • Gender – Women & Men • Geographically diverse from all over • Education • Income • Etc. 53 X X X X X X X X X X Very Different Respondents October 2018 © 2018 The Re-Wired Group LLC
  54. 54. The JTBD Process - Interviews 54October 2018 © 2018 The Re-Wired Group LLC
  55. 55. The JTBD Process – Debrief 1. Frame the Learning Questions 2. Screen, Recruit & Schedule 3. JTBD Individual Interview 4. Debrief Interview 5. JTBD Analysis – Cluster Method 6. Detail each JTBD 7. Opportunities & Implications 8. JTBD Workshop October 2018 © 2018 The Re-Wired Group LLC 55
  56. 56. 3 Methods to JTBD Analysis – How to “Cluster” Stories • Analysis Methods 1. The Contrast Method 2. The Dimentionalize and Map Method 3. The “Cluster” Method • JTBD Summary – Detailing A JTBD (Drafting) October 2018 © 2018 The Re-Wired Group LLC 56
  57. 57. Job #2 – When I know what I have, But I am pressed for time, help me get an appointment quickly, so I can get back to doing what is important to me When I: So I can: • Am sick and I know what I have • Have been sick for a while and I am struggling to sleep • Am missing work, losing productivity at work, have a big event coming up • Being asked if I am ok by my co-workers • Short on time and need to minimize the interruptions in my day • Get an appointment on my schedule that minimizes the interruptions in my day • Have an appointment as quickly as possible and get back to being productive • Enjoy my upcoming vacation, party, etc. • Sleep well and be more productive tomorrow More About: Less About: • Being sick and it not going away on its own • Getting a solution as quickly as possible with as little interruption as possible • Minimizing the total time involved in receiving healthcare services • Working the appointment around my schedule • Getting treatment from my “preferred” provider • Clearing up any uncertainty I have • Having a relationship with my service provider • Worrying about the cost of the service • Knowing me or having my records What we hear when hiring: What we hear when firing: • I want to be able to get in and out of the doctor quickly • I was able to get an appointment with a service provider at a time that was convenient for me • I will be able to sleep and feel better at work • I cannot get in to see someone when I need to • I do not want to wait for my primary care physician • The office is too far away or not on my way • The doctor made me wait, talked to me too much, took too long Social, Emotional & Functional Social – Go for others to stop bothering me Emotional – Falling behind Functional – Can’t find the time until I fall behind Trade-offs Time is most important than feeling better Willing to wait to make it fast Quotes: “Don’t want to miss the ….” “Get me back to work” “Can’t fall anymore behind” Competitors: Over the Counter & the Pharmacists Urgent Care Minute Clinic The Emergency Room 57October 2018 © 2018 The Re-Wired Group LLC
  58. 58. The Re-Wired JTBD Sprint Process1 - Frame the Question 2 - Screen & Recruit 3 - Individual Interview 4 - Debrief Interview 5 - JTBD Analysis 6 - Detail JTBD Summary 7 - Opportunities 8 - JTBD Workshop 58 1. Frame the Learning Questions 2. Screen, Recruit & Schedule 3. JTBD Individual Interview 4. Debrief Interview 5. JTBD Analysis – Cluster Method 6. Detail each JTBD 7. Opportunities & Implications 8. JTBD Workshop October 2018 © 2018 The Re-Wired Group LLC
  59. 59. Supply-Side vs. Demand-Side Innovation 59 Business System Suppliers Inputs Strategy Products Features Benefits Attributes Experiences Specs JTBD Consumer Context Struggling Moment Desired Outcomes Candidates Hire & Fire Criteria Trade-Offs Current Product Design Requirements • Context • Struggling Moments • Push & Pulls • Anxieties & Habits • Desired Outcomes • Hire & Fire Criteria • Trade-Offs • Basic/Core Quality Supply-Side Demand-Side ProductMarketDisconnect-”TheWall” ASales&MarketingDesign&Development What The Company Can Deliver The Progress the Consumer is Trying to make October 2018 © 2018 The Re-Wired Group LLC
  60. 60. JTBD was created to help me: •Understand Intent (Meaning Behind the Words + Actions) •Unpack Value to Causal Elements •Identify Key Trade-offs Consumer are Willing to Make •Build Common Language From the Source for the Organization •Create Connections (From VOC down to the Product) October 2018 © 2018 The Re-Wired Group LLC 60
  61. 61. 3 Tips to Creating More Valuable Products & Services using JTBD October 2018 © 2018 The Re-Wired Group LLC 61
  62. 62. #1 - Find the Struggling Moments – Current & Future © The Re-Wired Group LLC 2016 October 2018 © 2018 The Re-Wired Group LLC 62
  63. 63. #2 – Think Progress; Not Products © The Re-Wired Group LLC 2016 October 2018 © 2018 The Re-Wired Group LLC 63
  64. 64. #3 Identify the Trade-offs – ”Choose What to Suck At” You can not be good at everything! Know the things you can (should) be bad at, and manage appropriately. © The Re-Wired Group LLC 2016 October 2018 © 2018 The Re-Wired Group LLC 64
  65. 65. Q&A What Did You Learn? October 2018 © 2018 The Re-Wired Group LLC 65
  66. 66. Thank You October 2018 © 2018 The Re-Wired Group LLC 66

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