SlideShare a Scribd company logo
Jobs to Be Done Refresh
10 Years Later
Bob Moesta
Founder | CEO - The Re-Wired Group
Adjunct Lecturer – The Kellogg School of
Management @ Northwestern University
My Talk (50 min + 10 Q&A)
• Quick Intro
• Part 1 – JTBD Foundations
• Part 2 – Demo JTBD Interview
• Part 3 – Case Studies –
• Intercom (Product)
• AutoBooks (sales)
• Part 4 – Wrap-up + Q&A
© The Re-Wired Group 2023
Meet
Bob
JTBD
30 Years
Engineer
from Detroit
+3500
Products
© The Re-Wired Group 2023
3500 + Products & Services
© The Re-Wired Group 2023
Part 1
JTBD Foundations
© The Re-Wired Group 2023
“Questions
create spaces in
the brain for
solutions to fall
into.”
Clayton Christensen
Professor @ Harvard
Business School
© The Re-Wired Group 2023
The struggling
moment is the
seed for
all innovation.
© The Re-Wired Group 2023
Why Do People Choose New Things?
A
(The Old Way)
B
(The New Way)
© The Re-Wired Group 2023
© The Re-Wired Group 2023
© The Re-Wired Group 2022 10
© The Re-Wired Group 2023
“What people in business
think they know about the
customer and the market is
likely to be more wrong than
right … the customer rarely
buys what the business
thinks it sells them.”
Peter Drucker- 1950
© The Re-Wired Group 2023
4 Key Frameworks for JTBD Interviews
1. “Supply-Side” vs “Demand-Side”
Thinking
2. Forces Of Progress
3. The JTBD Timeline
4. Social, Emotional and Functional
Motivational Energy
© The Re-Wired Group 2023
Two Perspectives: Supply-Side v. Demand-Side
© The Re-Wired Group 2023
Supply-Side: Making Products & Services
“The Market”
“Personas”
“Leads”
Market
Segmentation
“Prospects”
© The Re-Wired Group 2023
Demand-Side – “Why Does Someone
Buy Something New?”
© The Re-Wired Group 2023
Supply-Side v. Demand-Side: Different Language
& Process
© The Re-Wired Group 2023
The struggling
moment is the
seed for
all innovation.
© The Re-Wired Group 2023
People Don’t Want to Buy…
…they want
a quarter-inch
hole!"
“People don't
want to buy a
quarter-inch drill…
The Solution
(WHAT) The Job
(WHY)
Product Language
– Features &
Benefits
Job Language –
Context &
Outcomes
Theodore Levitt
1960 - Professor
Harvard Business
School
© The Re-Wired Group 2023
Progress is Caused:
JTBD Forces of Progress
© The Re-Wired Group 2023
A
(The Old
Way)
B
(The New
Way)
What are the set of dominoes that have
to fall?
© The Re-Wired Group 2023
JTBD Timeline:
The Process of Making Progress
22
© The Re-Wired Group 2023
A
(The Old
Way)
B
(The New
Way)
JTBD Timeline: A Set of Consumer Systems
© The Re-Wired Group 2023
Types of Motivational Energy
© The Re-Wired Group 2023
Part 2
Demo JTBD Interview
© The Re-Wired Group 2023
Demo JTBD Interview
•Setting up an interview
•Conducting an interview:
game on/game off
•Debriefing an interview
© The Re-Wired Group 2023
7 © The Re-Wired Group 2023
Frame the
Question
Set Up
Interviews
Conduct
Interviews
Find
Patterns
Detail
Clusters
Prototype
Opportunities
The Jobs to Be Done Process
• Interview with a partner
• Unpack to common language
• Approach the conversation with
a beginner’s mind
Demo JTBD Interview: Setup
© The Re-Wired Group 2023
Progress is Caused:
JTBD Forces of Progress
© The Re-Wired Group 2023
A
(The Old
Way)
B
(The Old
Way)
JTBD Timeline:
The Process of Making Progress
30
© The Re-Wired Group 2023
A
(The Old
Way)
B
(The Old
Way)
Unpacking the Layers of Language
More Abstract
More Concrete
Pablum Layer of
Conversation
(Rigorous, Enjoyable etc.)
Fantasy Layer of
Conversation
(Solutions, Features, etc.)
Causal Layer of
Conversation
(Who, When, Where,
Why)
JTBD
Pathways of Progress
© The Re-Wired Group 2023
Types of Motivational Energy
© The Re-Wired Group 2023
• Recently purchased
• They made the decision
• Struggled to make the decision
• Has received and used the product or
service
Demo JTBD Interview: Recruiting Criteria
© The Re-Wired Group 2023
Demo Interview
© The Re-Wired Group 2023
• Debate and unpack the language heard
• Capture pushes, pulls, anxieties and habits
• Debrief each interview individually, then
aggregate later
Demo JTBD Interview: Debrief
© The Re-Wired Group 2023
• Active Listening — Playback to verify
• Playing Dumb — I am confused?
• Listen for pauses, sighs, etc.
• Use humor to build rapport and get
people to relax
• Bracket to get clarification — max.
and min.
• Uncover trade-offs — this or that.
• Set up a bad question
• Use contrast to understand
• Uncover the emotional elements —
laughing, crying, anger are all
valuable (only if real)
Interviewing Tips to Keep in Mind
© The Re-Wired Group 2023
Progress is Caused:
JTBD Forces of Progress
© The Re-Wired Group 2023
A
(The Old
Way)
B
(The Old
Way)
Be sure you capture their
Forces of Progress!
The Most Important Thing!
© The Re-Wired Group 2023
7 © The Re-Wired Group 2023
Frame the
Question
Set Up
Interviews
Conduct
Interviews
Find
Patterns
Detail
Clusters
Prototype
Opportunities
The Jobs to Be Done Process
Part 3
Case Studies
© The Re-Wired Group 2023
Meet Intercom
• Started in 2010
• One size fits all – “A product” that
can do everything to help a
software company with managing
consumers data (CRM, support
tickets, customer onboarding, new
features testing, etc.)
• One price for all its services
• Very little crossover buying
Des Traynor
Founder & VP Strategy
© The Re-Wired Group 2023
© The Re-Wired Group 2022 42
2012
Intercom.com
© The Re-Wired Group 2023
2014 Q2 2014 Q4
© The Re-Wired Group 2023
2015 Results – 500% growth in 18
months
Acquire
© The Re-Wired Group 2023
Keep Going - Became Experts in their JTBD
© The Re-Wired Group 2023
2018
2019
© The Re-Wired Group 2023
And They are Still Growing . . .
March 2018 - $1.25 Billion Valuation!
© The Re-Wired Group 2023
AutoBooks – Fintech in Detroit
Chris Spiek
Chief Product Officer
(Co-Founder of Re-Wired)
Kyle Bazzy
VP Sales
Derik Sutton
VP Marketing
Steve Robert –
CEO & Co- Founder
© The Re-Wired Group 2023
Supply-Side (Product) vs Demand-Side (Progress)
© The Re-Wired Group 2023
We Reframed the “Reference Point” for Sales
From Our ”Product” + (Features & Benefits)
“The Consumer”
To Their ”Progress” + (Struggling Moments + Trade-offs)
Product
(What)
Who, Where, When,
Why, How and How Much.
“Progress”
(Who, When, Where, & Why)
What, How and How Much.
“The Product”
© The Re-Wired Group 2023
Sales is Supply-Side & Progress is Demand-Side
Sales Funnel
© The Re-Wired Group 2023
How Can I help?
Every 90 Days
they would end
up re-working
the Demo
because it did
not work
Struggling Moment?
The Demo!
© The Re-Wired Group 2023
The Demo
“1 Demo”
W
here are they in their ”Timeline”?
© The Re-Wired Group 2023
The Demo – Whose Timeline?
© The Re-Wired Group 2023
The Bank’s Buying TimeLine
Demo #1
Learning
Demo #2
Possibilities
Demo #3
Trade-offs
Almost “Beg”
For next Demo
© The Re-Wired Group 2023
Which of these apply most to you right now?
JTBD 1
Our executive team
has placed an
emphasis on growing
deposits and/or
increasing non-
interest fee income.
JTBD 3
When our customers ask
us how they can get paid
online, we don’t have a
good answer. We have a
good solution for card
present transactions, but
when it comes to
competing against non-
bank providers like
PayPal, Square,
Quickbooks and others,
we’re at a disadvantage.
JTBD 2
Our latest digital
banking upgrade is
behind us. We are
now looking for our
next digital banking
project that will help
us to continue to
differentiate.
© The Re-Wired Group 2023
How the Sales Process has
Changed:
Who
Where, When & Why
JTBD #1
JTBD #2
JTBD #3
Sales People
Bank
Prospect
Bank
Customer
© The Re-Wired Group 2023
Traditional View of Marketing, Sales &
Customer Success
© The Re-Wired Group 2023
Demand-Side Sales Builds Alignment
and Focus on The Progress
© The Re-Wired Group 2023
Autobooks Sales Results
(last 12 months):
• 3X on lead conversion
• ½X time to close from lead to customer + more
interaction
• Bonus: Program Performance + Launch– Is More
Successful + Faster + LESS work on the back end
• 6X in Bank Partners
• 9X in Small Business Users
• 5X revenue growth
© The Re-Wired Group 2023
Part 4
Summary & Q+A
© The Re-Wired Group 2023
3 Tips
For Creating Innovative
Products & Services using
JTBD
© The Re-Wired Group 2023
#1 - Find the Struggling Moments –
Current & Future – Inside & Out
© The Re-Wired Group 2023
#2 – Think Progress, Not Products or
Services
© The Re-Wired Group 2023
#3 - Identify the Trade-offs – “Choose
What to Suck At”
You cannot be good at everything!
Know the things you can (should) be bad
at, and manage appropriately.
© The Re-Wired Group 2023
What would
you consider your
greatest innovation?
© The Re-Wired Group 2023
© The Re-Wired Group 2023
Before JTBD
Ford Taurus 1987
Ford Taurus 1992
After JTBD
© The Re-Wired Group 2023
Interested in Learning More?
https://therewiredgroup.com/
© The Re-Wired Group 2023
Thank You
Bob Moesta
@bmoesta
bmoesta@rewiredinc.com
© The Re-Wired Group 2023

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BoSEU23 | Bob Moesta | Understanding Your Customer Jobs-to-be-Done

  • 1. Jobs to Be Done Refresh 10 Years Later Bob Moesta Founder | CEO - The Re-Wired Group Adjunct Lecturer – The Kellogg School of Management @ Northwestern University
  • 2. My Talk (50 min + 10 Q&A) • Quick Intro • Part 1 – JTBD Foundations • Part 2 – Demo JTBD Interview • Part 3 – Case Studies – • Intercom (Product) • AutoBooks (sales) • Part 4 – Wrap-up + Q&A © The Re-Wired Group 2023
  • 4. 3500 + Products & Services © The Re-Wired Group 2023
  • 5. Part 1 JTBD Foundations © The Re-Wired Group 2023
  • 6. “Questions create spaces in the brain for solutions to fall into.” Clayton Christensen Professor @ Harvard Business School © The Re-Wired Group 2023
  • 7. The struggling moment is the seed for all innovation. © The Re-Wired Group 2023
  • 8. Why Do People Choose New Things? A (The Old Way) B (The New Way) © The Re-Wired Group 2023
  • 9. © The Re-Wired Group 2023
  • 10. © The Re-Wired Group 2022 10 © The Re-Wired Group 2023
  • 11. “What people in business think they know about the customer and the market is likely to be more wrong than right … the customer rarely buys what the business thinks it sells them.” Peter Drucker- 1950 © The Re-Wired Group 2023
  • 12. 4 Key Frameworks for JTBD Interviews 1. “Supply-Side” vs “Demand-Side” Thinking 2. Forces Of Progress 3. The JTBD Timeline 4. Social, Emotional and Functional Motivational Energy © The Re-Wired Group 2023
  • 13. Two Perspectives: Supply-Side v. Demand-Side © The Re-Wired Group 2023
  • 14. Supply-Side: Making Products & Services “The Market” “Personas” “Leads” Market Segmentation “Prospects” © The Re-Wired Group 2023
  • 15. Demand-Side – “Why Does Someone Buy Something New?” © The Re-Wired Group 2023
  • 16. Supply-Side v. Demand-Side: Different Language & Process © The Re-Wired Group 2023
  • 17. The struggling moment is the seed for all innovation. © The Re-Wired Group 2023
  • 18. People Don’t Want to Buy… …they want a quarter-inch hole!" “People don't want to buy a quarter-inch drill… The Solution (WHAT) The Job (WHY) Product Language – Features & Benefits Job Language – Context & Outcomes Theodore Levitt 1960 - Professor Harvard Business School © The Re-Wired Group 2023
  • 19.
  • 20. Progress is Caused: JTBD Forces of Progress © The Re-Wired Group 2023 A (The Old Way) B (The New Way)
  • 21. What are the set of dominoes that have to fall? © The Re-Wired Group 2023
  • 22. JTBD Timeline: The Process of Making Progress 22 © The Re-Wired Group 2023 A (The Old Way) B (The New Way)
  • 23. JTBD Timeline: A Set of Consumer Systems © The Re-Wired Group 2023
  • 24. Types of Motivational Energy © The Re-Wired Group 2023
  • 25. Part 2 Demo JTBD Interview © The Re-Wired Group 2023
  • 26. Demo JTBD Interview •Setting up an interview •Conducting an interview: game on/game off •Debriefing an interview © The Re-Wired Group 2023
  • 27. 7 © The Re-Wired Group 2023 Frame the Question Set Up Interviews Conduct Interviews Find Patterns Detail Clusters Prototype Opportunities The Jobs to Be Done Process
  • 28. • Interview with a partner • Unpack to common language • Approach the conversation with a beginner’s mind Demo JTBD Interview: Setup © The Re-Wired Group 2023
  • 29. Progress is Caused: JTBD Forces of Progress © The Re-Wired Group 2023 A (The Old Way) B (The Old Way)
  • 30. JTBD Timeline: The Process of Making Progress 30 © The Re-Wired Group 2023 A (The Old Way) B (The Old Way)
  • 31. Unpacking the Layers of Language More Abstract More Concrete Pablum Layer of Conversation (Rigorous, Enjoyable etc.) Fantasy Layer of Conversation (Solutions, Features, etc.) Causal Layer of Conversation (Who, When, Where, Why) JTBD Pathways of Progress © The Re-Wired Group 2023
  • 32. Types of Motivational Energy © The Re-Wired Group 2023
  • 33. • Recently purchased • They made the decision • Struggled to make the decision • Has received and used the product or service Demo JTBD Interview: Recruiting Criteria © The Re-Wired Group 2023
  • 34. Demo Interview © The Re-Wired Group 2023
  • 35. • Debate and unpack the language heard • Capture pushes, pulls, anxieties and habits • Debrief each interview individually, then aggregate later Demo JTBD Interview: Debrief © The Re-Wired Group 2023
  • 36. • Active Listening — Playback to verify • Playing Dumb — I am confused? • Listen for pauses, sighs, etc. • Use humor to build rapport and get people to relax • Bracket to get clarification — max. and min. • Uncover trade-offs — this or that. • Set up a bad question • Use contrast to understand • Uncover the emotional elements — laughing, crying, anger are all valuable (only if real) Interviewing Tips to Keep in Mind © The Re-Wired Group 2023
  • 37. Progress is Caused: JTBD Forces of Progress © The Re-Wired Group 2023 A (The Old Way) B (The Old Way)
  • 38. Be sure you capture their Forces of Progress! The Most Important Thing! © The Re-Wired Group 2023
  • 39. 7 © The Re-Wired Group 2023 Frame the Question Set Up Interviews Conduct Interviews Find Patterns Detail Clusters Prototype Opportunities The Jobs to Be Done Process
  • 40. Part 3 Case Studies © The Re-Wired Group 2023
  • 41. Meet Intercom • Started in 2010 • One size fits all – “A product” that can do everything to help a software company with managing consumers data (CRM, support tickets, customer onboarding, new features testing, etc.) • One price for all its services • Very little crossover buying Des Traynor Founder & VP Strategy © The Re-Wired Group 2023
  • 42. © The Re-Wired Group 2022 42 2012
  • 44. 2014 Q2 2014 Q4 © The Re-Wired Group 2023
  • 45. 2015 Results – 500% growth in 18 months Acquire © The Re-Wired Group 2023
  • 46. Keep Going - Became Experts in their JTBD © The Re-Wired Group 2023
  • 48. And They are Still Growing . . . March 2018 - $1.25 Billion Valuation! © The Re-Wired Group 2023
  • 49. AutoBooks – Fintech in Detroit Chris Spiek Chief Product Officer (Co-Founder of Re-Wired) Kyle Bazzy VP Sales Derik Sutton VP Marketing Steve Robert – CEO & Co- Founder © The Re-Wired Group 2023
  • 50. Supply-Side (Product) vs Demand-Side (Progress) © The Re-Wired Group 2023
  • 51. We Reframed the “Reference Point” for Sales From Our ”Product” + (Features & Benefits) “The Consumer” To Their ”Progress” + (Struggling Moments + Trade-offs) Product (What) Who, Where, When, Why, How and How Much. “Progress” (Who, When, Where, & Why) What, How and How Much. “The Product” © The Re-Wired Group 2023
  • 52. Sales is Supply-Side & Progress is Demand-Side Sales Funnel © The Re-Wired Group 2023
  • 53. How Can I help? Every 90 Days they would end up re-working the Demo because it did not work Struggling Moment? The Demo! © The Re-Wired Group 2023
  • 54. The Demo “1 Demo” W here are they in their ”Timeline”? © The Re-Wired Group 2023
  • 55. The Demo – Whose Timeline? © The Re-Wired Group 2023
  • 56. The Bank’s Buying TimeLine Demo #1 Learning Demo #2 Possibilities Demo #3 Trade-offs Almost “Beg” For next Demo © The Re-Wired Group 2023
  • 57. Which of these apply most to you right now? JTBD 1 Our executive team has placed an emphasis on growing deposits and/or increasing non- interest fee income. JTBD 3 When our customers ask us how they can get paid online, we don’t have a good answer. We have a good solution for card present transactions, but when it comes to competing against non- bank providers like PayPal, Square, Quickbooks and others, we’re at a disadvantage. JTBD 2 Our latest digital banking upgrade is behind us. We are now looking for our next digital banking project that will help us to continue to differentiate. © The Re-Wired Group 2023
  • 58. How the Sales Process has Changed: Who Where, When & Why JTBD #1 JTBD #2 JTBD #3 Sales People Bank Prospect Bank Customer © The Re-Wired Group 2023
  • 59. Traditional View of Marketing, Sales & Customer Success © The Re-Wired Group 2023
  • 60. Demand-Side Sales Builds Alignment and Focus on The Progress © The Re-Wired Group 2023
  • 61. Autobooks Sales Results (last 12 months): • 3X on lead conversion • ½X time to close from lead to customer + more interaction • Bonus: Program Performance + Launch– Is More Successful + Faster + LESS work on the back end • 6X in Bank Partners • 9X in Small Business Users • 5X revenue growth © The Re-Wired Group 2023
  • 62. Part 4 Summary & Q+A © The Re-Wired Group 2023
  • 63. 3 Tips For Creating Innovative Products & Services using JTBD © The Re-Wired Group 2023
  • 64. #1 - Find the Struggling Moments – Current & Future – Inside & Out © The Re-Wired Group 2023
  • 65. #2 – Think Progress, Not Products or Services © The Re-Wired Group 2023
  • 66. #3 - Identify the Trade-offs – “Choose What to Suck At” You cannot be good at everything! Know the things you can (should) be bad at, and manage appropriately. © The Re-Wired Group 2023
  • 67. What would you consider your greatest innovation? © The Re-Wired Group 2023
  • 68. © The Re-Wired Group 2023
  • 69. Before JTBD Ford Taurus 1987 Ford Taurus 1992 After JTBD © The Re-Wired Group 2023
  • 70. Interested in Learning More? https://therewiredgroup.com/ © The Re-Wired Group 2023