Find the Job-to-be-Done. Pains, gains, needs, and wants
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Discover in this deck various perspectives of Jobs-to-be-Done, know needs and wants relate to pains and gains, and get several tools to examine your customers’ jobs. Want to attend our next webinar? Become a Shiftup Explorer: https://shiftup.work/product/explorer-agility-innovation-qualification-program/
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Find the Job-to-be-Done. Pains, gains, needs, and wants
- 1. Find the Job-to-be-Done Jurgen Appelo @jurgenappelo Pains, gains, needs, and wants Wednesday 1 July 2020, 18:00 CEST
- 2. At the end of this session, you will… Know various perspectives of Jobs-to-be-Done Know needs and wants relate to pains and gains Have several tools to examine your customers’ jobs
- 3. Jobs-to-be-Done and job statements Job steps, pains, and gains Customer interviews Various tools Find the Job-to-be-Done Wrapping up
- 4. “When we buy a product, we hire it to help us do a job.” - Clayton Christensen https://hbr.org/2020/01/the-essential-clayton-christensen-articles
- 5. https://blog.leanstack.com/what-is-a-job-to-be-done-jtbd-21304ce7441b to make a hole to secure a hook to hang a painting to decorate their home to express their style Why do people drill a hole in their wall? Why? Why? Why? Why? Why?
- 6. To find higher- level Jobs-to-be- Done, keep asking, “Why?” https://blog.leanstack.com/what-is-a-job-to-be-done-jtbd-21304ce7441b
- 7. Job-to-be-Done Definitions “A Job-to-be-Done is a statement that describes what a group of people are trying to achieve or accomplish in a given situation. A job-to-be-done could be a task that people are trying to accomplish, a goal or objective they are trying to achieve, a problem they are trying to resolve, something they are trying to avoid, or anything else they are trying to accomplish.” https://jobs-to-be-done.com/what-is-jobs-to-be-done-fea59c8e39eb “A Job-to-be-Done is the process a consumer goes through whenever she aims to change her existing life-situation into a preferred one but cannot because there are constraints that stop her.” https://jtbd.info/2-what-is-jobs-to-be-done-jtbd-796b82081cca “A job-to-be-done is the manifestation of an unmet need or want, in response to a trigger.” https://blog.leanstack.com/what-is-a-job-to-be-done-jtbd-21304ce7441b
- 8. Photo by Ahmed Zayan on Unsplash Photo by Daniel Gonzalez on Unsplash Photo by Isaac Mehegan on Unsplash Jobs-to-be-Done are stable and solution-agnostic
- 9. Job Statement examples Hints at solutions Not so good Brush teeth better Photo cropping and filters Read books with children No specific solutions Better Keep teeth clean and healthy Share great-looking photos Pass on life lessons to children
- 10. Get to a destination on time Comply with industry regulations Offer a medical diagnosis Pick up the kids from school Functional Jobs Emotional Jobs Enjoy a relaxed car trip together Feel competent and safe as a manager Help patients heal and be healthy Be an awesome mom or dad versus
- 11. Customer Needs Functional Jobs Emotional Jobs Customer Wants Asking “Why” once or twice often changes type of job from functional to emotional Get to a destination on time Comply with industry regulations Offer a medical diagnosis Enjoy a relaxed car trip together Feel competent and safe as a manager Help patients heal and be healthy
- 12. “The secret to building great products is not creating awesome features; it's creating awesome users.” - Kathy Sierra
- 13. I bought an old-style cassette player. What could be my Job-to-be-Done?
- 14. Why? Play old cassettes Why? Listen to old music Why? Find forgotten songs Why? Enjoy some nostalgia Functional jobs Emotional job
- 15. Jobs-to-be-Done and job statements Job steps, pains, and gains Customer interviews Various tools Find the Job-to-be-Done Wrapping up
- 16. Define Decide out where we will go and when to arrive Locate Have a phone, navigation software, and Internet connection Prepare Connect phone to charger, type destination address Confirm Check the route, travel time, estimated time of arrival Execute Drive while keeping an eye on the phone Monitor See travel time shrinking and ETA being updated regularly Modify Add additional stops, plan via a different route Conclude Stop navigation, take out charger https://jobs-to-be-done.com/outcome-driven-innovation-odi-is-jobs-to-be-done-theory-in-practice-2944c6ebc40e Job Mapping: Many jobs consist of job steps
- 17. Pains Gains Problems, struggles, and frustrations in the individual steps to getting a job done. Opportunities, enjoyments, and successes in the individual steps to getting a job done. Fixing these is often more effective
- 19. Need Want Pain 💥 Step 1 Step 2 Step 3 Step 4 Step … Step N Pain 💥 Gain ❤ Gain ❤ Address pains & gains in the steps toward needs & wants
- 20. Exploration Execution Need Want Pain 💥Step 1 Step … Step N Gain ❤ Pain 💥 Gain ❤ Need Want Pain 💥Step 1 Step … Step N Gain ❤ Pain 💥 Gain ❤ Easier to address Wants in early stages Easier to address Needs in later stages
- 21. Managerial Behavioral Examples? What is best? Make things people need or want Make people need or want things
- 22. Managerial Behavioral Make things people need or want Make people need or want things Common advice Much harder
- 23. Jobs-to-be-Done and job statements Job steps, pains, and gains Customer interviews Various tools Find the Job-to-be-Done Wrapping up
- 24. Customer data tells you what people do, not what they need or want. Photo by Stephen Dawson on Unsplash
- 25. “It’s not the customer’s job to know what they want [or need].” - Steve Jobs
- 26. Photo by Nathália Rosa on Unsplash Customers think in terms of solutions. It’s your job to find the problems and the Jobs-to-be-Done. Don’t ask people what they need or want.
- 27. User Stories As a [user], I want [goal] so that [reason] As a car driver, I want a magnetic mount, so that my phone is easy to use while navigating. Job Stories We help [persona] improve [pain/gain] and realize [need/want] We help car drivers improve smartphone operation and realize enjoying a relaxed trip. Problem-oriented Solution-oriented Most feature requests from customers are framed as solutions, not as problems.
- 28. Photo by Halacious on Unsplash Show customers potential solutions And then dig into needs and wants
- 29. Jobs-to-be-Done and job statements Job steps, pains, and gains Customer interviews Various tools Find the Job-to-be-Done Wrapping up
- 30. Customer Forces Canvas https://blog.leanstack.com/the-customer-forces-canvas-updated-5e743fbc859c
- 32. Needs & GoalsDemographics Description Tasks & Behaviors Pains & Problems Mark Male 34 years Amsterdam Higher education Likes specialty stores Wants to be seen as hip and trendy Loves coffee Commutes on a bike Drinks 5 coffees/day Takes detours for better coffee Most coffee is bad No coffee bars on the way to work No good places to sit Mark has around 20 minutes each time to sit, relax, and enjoy good coffee Lean Personas
- 34. Jobs-to-be-Done and job statements Job steps, pains, and gains Customer interviews Various tools Find the Job-to-be-Done Wrapping up
- 35. Job statement (need) Job story for a Pain 💥 Step 1 Step 2 Step 3 Step 4 Step … Step N Job story for a Pain 💥 Job story for a Gain ❤ Job story for a Gain ❤ Address pains & gains in the steps toward needs & wants Job statement (want)
- 36. Jobs-to-be-Done Lean Personas Great tools to use in the Empathize and Synthesize streams of the Innovation Vortex. Contextualize (Frame) Empathize (Discover) Synthesize (Define) Hypothesize (Ideate)Externalize (Build) Sensitize (Test) Systematize (Learn)