BoSON22 | Alan Klement | JTBD and Growth
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Alan Klement 2022
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BoSON22 | Alan Klement | JTBD and Growth
- 1. Alan Klement BoS 2022 Making Growth Predictable w/ Jobs theory More >
- 3. ?
- 8. What will cause consumers to hire a product from us? (If they won’t, why?)
- 9. Which products should we bring to market? how should they be designed? What should be our go-to-market strategy?
- 10. Which products should we bring to market? how should they be designed? What should be our go-to-market strategy? Should we change our positioning and messaging?
- 11. Which products should we bring to market? how should they be designed? What should be our go-to-market strategy? Should we change our positioning and messaging? Will a change in price, packaging, or features attract more customers, or not?
- 12. Which products should we bring to market? how should they be designed? What should be our go-to-market strategy? Should we change our positioning and messaging? Will a change in price, packaging, or features attract more customers, or not? When should outbound sales contact leads? What pitch should they use?
- 17. What will cause consumers to hire a product from us? (If they won’t, why?)
- 23. How do we construct these predictions? How can do lots of predictions?
- 25. Willingness to Hire Hiring Process Just enough theory (JET)
- 26. The Hiring Process The hiring process is the application of various heuristics and decision making processes, so the shopper can determine their Willingness to Hire a product
- 28. Hiring Heuristcs Job to be Done Relevance-Recognition
- 29. Hiring Heuristcs Job to be Done Trust Relevance-Recognition
- 30. Hiring Heuristcs Job to be Done Trust Use Relevance-Recognition
- 31. Hiring Heuristcs Job to be Done Trust Use Value for Money Relevance-Recognition
- 32. WTH = f(rr, JTBD, u, t, vfm)
- 33. Relevance - Recognition How the shopper determines if the product is relevant to them, and if it’s new
- 39. Useable The belief the shopper has, that they (and others if applicable) will consume it
- 40. Trust How con fi dent is the shopper, that the product will do the Job it is hired to do
- 42. Value for Money How shoppers determine if the cost of adoption"worth" the time, money, effort, and switching costs, in comparison to other solutions
- 43. Dreem Essential Lifetime access to personal insights and recommendations. ✅ Own the band ✅ Unlimited access to your data ✅ Unlimited personal recommendations Dreem Pro Insights, recommendations and access to a private coach to support you. ✅ Everything from Dreem Essential ✅ Chat with your private coach ✅ Exclusive access to partner resources (like Headspace, 23andMe, etc.) ✅ Access to the Sleep Club + $299 $299 + $29 per month
- 44. Job to be Done A Job to be Done is the work a shopper anticipates a product will do, to create a new state for themselves
- 46. The Job to be Done
- 47. The Job to be Done 1. A JTBD is a relationship between a consumer and a product
- 48. The Job to be Done 1. A JTBD is a relationship between a consumer and a product 2. The product executes the affordance (does the job), not the consumer
- 49. The Job to be Done 1. A JTBD is a relationship between a consumer and a product 2. The product executes the affordance (does the job), not the consumer 3. Affordances can be observable or unobservable
- 50. The Job to be Done 1. A JTBD is a relationship between a consumer and a product 2. The product executes the affordance (does the job), not the consumer 3. Affordances can be observable or unobservable 4. The affordance must be executed in a way, which resolves the need
- 51. The Job to be Done 1. A JTBD is a relationship between a consumer and a product 2. The product executes the affordance (does the job), not the consumer 3. Affordances can be observable or unobservable 4. The affordance must be executed in a way, which resolves the need 5. Jobs to be Done are for good and ill
- 52. The most successful product of all time…?
- 56. The Job to be Done Understanding the di ff erent Jobs to be Done consumers attach to a product, enables you to predict who will / won’t hire it.
- 57. 3 Different Jobs to be Done! High Med 0
- 59. Simulated Selection A method to forecast how target shoppers will react to variations of a product offering
- 60. Factoral Experiment A full factorial experiment is an experiment whose design consists of two or more factors, each with discrete possible values or "levels", and whose experimental units take on all possible combinations of these levels across all such factors. Such an experiment allows the investigator to study the effect of each factor on the response variable, as well as the effects of interactions between factors on the response variable.
- 61. Factor Level(s) Response Variable Headline Var 1 Var 2 Var 3 Relevance-Recognition Job to be Done Trust Use Value for Money
- 66. Miro…
- 67. JTBD theory Simulated Selection + How do we make growth more predictable?
- 68. Fin