Bob Moesta | JTBD Workshop

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

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

JTBD Basics – Why & Frameworks

Engineer
Detroit+3500

+3,500 Products & Services

“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.”

“Questions Create
spaces in the Brain for
Solutions to Fall into.”
- Clayton Christensen
Professor @ Harvard Business School

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

Jobs-to-Be-Done
Methods
Drivers of
Successful New
Products
10

My Problem #1 – Too Many Cooks

My Problem #2 - Correlation vs Causation

My Problem #3 - Guessing + “Lying”

My Problem #4 – Consumers Don’t know!

“The Struggling
Moment is the
Seed for all
INNOVATION”

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
progress

…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

#1 - Causation - JTBD Forces of Progress
© The Re-Wired Group LLC 2016

#2 - JTBD Timeline - The Process of Making Progress

Milkyway Vs. Snickers
Milkyway Vs. Snickers

Pre - JTBD Snickers

MilkyWay Vs. Snickers

Post JTBD Snickers

#1 Candy Bar in the World – $3.5 Billion/yr

Demo Interview

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.

Demo Interview – Game-On / Game-Off

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.

Causation - JTBD Forces of Progress

JTBD Timeline - The Process of Making Progress

Elements of a JTBD
• Context
• Struggling Moment
• Push & Pull
• Anxiety and Habit
• Hiring and Firing Criteria
• Key Trade-offs
• Core of Basic Jobs (Kano)

Break 10 min

Practice Interview

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)

Case Study #1 - Intercom

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

Intercom.io

Become an Expert in Your JTBD – Ongoing . . .
February 2018 © 2018 The Re-Wired Group LLC 41

Results – 500% Growth in 18 months

And They are Still Growing in 2018 . . . .
June 2018 © 2018 The Re-Wired Group LLC 43
March 2018 - $1.25 Billion Valuation!

Case Study #2 - Basecamp

“Cover My Ass”
“Help me think
it through”
“Stop the
Interruptions”Low end of
market
Basecamp - Project Management
High end of
market

Stop the Interruptions

JTBD Process

The Re-Wired JTBD
“Sprint” Approach

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

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

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
4:00 – 5:00pm Interview 5 Interview 10

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
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?

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

The JTBD Process - Interviews

The JTBD Process – Debrief
6. Detail each JTBD
8. JTBD Workshop

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)

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

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
6. Detail each JTBD
8. JTBD Workshop

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
• 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

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)

3 Tips to Creating More Valuable
Products & Services using JTBD

#1 - Find the Struggling Moments –
Current & Future

#2 – Think Progress; Not Products

#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.

Q&A
What Did You Learn?

Thank You

Bob Moesta | JTBD Workshop

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