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Jobs To Be Done
Nikos Batsios, Agile Coach
22
Based on
3
WHAT IS
JOBS TO BE
DONE
42
__ JBTD is a collection of principles that help us to
discover and understand the interactions between
customers, their motivations, and the product they
use. These insights help us innovate __
WHAT IS A JTBD
52
o We have a JTBD when we want to make an
improvement but we don’t know how
o When a solution is found that make our life better then
there is no longer a JTBD
6
WHAT IS A JOB? WHAT MAKES IT DONE?
72
o All consumers struggle when there is a mismatch
between how their lives are now and how they would like
things to be
o This Job is Done when a customer has a solution that
takes him or her from the struggle to that better life he or
she imagines
imagine you are a
car seller
why people buy cars?
8
92
o Do people want the car itself?
o If it’s about getting from point a to point b why some people choose
to go with a bus? a bike? subway? why some people walk?
o Why there are people that buy expensive cars?
o Why there are people with different characteristics that buy the
same car type?
o How did you come to realise that you need a car instead of some
other form of transportation?
o How does owning a car makes your life better?
102
__ customers buy cars to make their life better, make
them feel independent, give them the choice to go
wherever they want __
11
it’s not about your product or what it does. it’s about what
customers can do once they use your product to make progress
12
PRINCIPLES OF
JTBD
13
JTBD PRINCIPLE #1
Customers don’t want your product
or what it does. they want to help
making their live better (see
progress)
14
JTBD PRINCIPLE #2
People have Jobs, products Don’t!
Products are example of solution to
our struggles, motivations and
aspirations
15
JTBD PRINCIPLE #3
Customers don’t define or restrict
competition based on the
functionality or physical appearance
of a product. Instead they use
whatever helps them make progress
agains a JTBD
16
JTBD PRINCIPLE #4
Innovation opportunities exist when
customers exhibit compensatory
behaviours
17
JTBD PRINCIPLE #6
Solutions come and go, while Jobs
stay largely the same. Human
motivation change slowly , therefore
Jobs change slowly!
18
JTBD PRINCIPLE #7
Favor progress over outcomes and
goals!
Customer measure progress along the
way of using a product.
Customers need to feel successful at
every touchpoint between themselves
and the business and not at the very
end when they achieve their goal
19
JTBD PRINCIPLE #8
Progress defines value, contrast
reveals value. Products have value
when customers use them on a
specific context
20
JTBD PRINCIPLE #9
Solution for Jobs deliver value
beyond the moment of use
21
JTBD PRINCIPLE #10
Solutions and Jobs should be thought as parts
of the system that work together to deliver
progress to customers.
Deliver solutions that work together a system
and help customers making progress.
Avoid local optimisation to help customers
making progress!
Customers are buying a better version of
themselves!
22
• customers have a struggle
• they imagine how their life
would be better
• they visualise them using
various solutions
• they calculate how a solution
will help them have a better life
• what customers value to a solution?
• are they using all of it or just part of
it?
• are they using it as designed or in
other ways?
• do they need to make combination
to get their job done?
• How did customers make their
life better?
• Did they get the results they
wanted?
• How close they are in the
picture they have imagined
prior using the solution?
23
24
EXAMPLE OF HOSTEL OWNERS (bananadesk)
survive: owners need to drive a lot
of guest to survive, through
different ways (hires) to get this job
done
control reservations: manage
overbooking,
control finance: manage cashflow
scale: how to sell better?
25
26
PUT SYSTEM
OF PROGRESS
TO WORK
27
#1: UNLOCK NEW STRUGGLES
Unlock people’s struggles and provide solutions to get their
job done and improve their life
Understand how their interactions with the system of
progress changes over time and what new challenges arise
Create a new product, add an extension to existing products
28
#2: THINK A COMBINATION OF PRODUCTS
Think of your products as touch points between your business and your
customers
Understand the interdependencies between the “producer” and
“customer” demand and they way interact together to help customers
make progress
Identify parts of the system that your business hasn’t considered. Keep
your focus on the whole system of progress
29
#3: BACKWARD AND FORWARD THINKING
Think of providing solutions before and after a specific
segment
Whats comes after? What struggles do people have?
What comes before that struggle? What struggles did
people have prior hiring a solution?
30
INNOVATION
AND THE
SYSTEM OF
PROGRESS
our responsibility is to
study and improve the
system
31
32
33
34
35
CUSTOMERS KNOW ONLY WHAT THE SYSTEM TELLS THEM
How does a doctor best serve the
patient?
Why Raynair is so bad at
customer experience?
Why people buy a costly iPhone?
the needs, wants, desired
outcome will change when
the system will change
36
customers have one need.
to make progress within
the systems they belong to
37
38
39
40
STARTING
HERE
41
THINKING QUESTIONS
How are customers currently struggling?
What is pushing customers to need a new solution?
How will the customers’ life become better (without
describing a solution)?
What is preventing customers for adopting a new solution?
www.agileactors.com | www.linkedin.com/company/agile-actors/
Thank you!

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Jobs to Be Done

  • 1. Jobs To Be Done Nikos Batsios, Agile Coach
  • 4. 42 __ JBTD is a collection of principles that help us to discover and understand the interactions between customers, their motivations, and the product they use. These insights help us innovate __
  • 5. WHAT IS A JTBD 52 o We have a JTBD when we want to make an improvement but we don’t know how o When a solution is found that make our life better then there is no longer a JTBD
  • 6. 6
  • 7. WHAT IS A JOB? WHAT MAKES IT DONE? 72 o All consumers struggle when there is a mismatch between how their lives are now and how they would like things to be o This Job is Done when a customer has a solution that takes him or her from the struggle to that better life he or she imagines
  • 8. imagine you are a car seller why people buy cars? 8
  • 9. 92 o Do people want the car itself? o If it’s about getting from point a to point b why some people choose to go with a bus? a bike? subway? why some people walk? o Why there are people that buy expensive cars? o Why there are people with different characteristics that buy the same car type? o How did you come to realise that you need a car instead of some other form of transportation? o How does owning a car makes your life better?
  • 10. 102 __ customers buy cars to make their life better, make them feel independent, give them the choice to go wherever they want __
  • 11. 11 it’s not about your product or what it does. it’s about what customers can do once they use your product to make progress
  • 13. 13 JTBD PRINCIPLE #1 Customers don’t want your product or what it does. they want to help making their live better (see progress)
  • 14. 14 JTBD PRINCIPLE #2 People have Jobs, products Don’t! Products are example of solution to our struggles, motivations and aspirations
  • 15. 15 JTBD PRINCIPLE #3 Customers don’t define or restrict competition based on the functionality or physical appearance of a product. Instead they use whatever helps them make progress agains a JTBD
  • 16. 16 JTBD PRINCIPLE #4 Innovation opportunities exist when customers exhibit compensatory behaviours
  • 17. 17 JTBD PRINCIPLE #6 Solutions come and go, while Jobs stay largely the same. Human motivation change slowly , therefore Jobs change slowly!
  • 18. 18 JTBD PRINCIPLE #7 Favor progress over outcomes and goals! Customer measure progress along the way of using a product. Customers need to feel successful at every touchpoint between themselves and the business and not at the very end when they achieve their goal
  • 19. 19 JTBD PRINCIPLE #8 Progress defines value, contrast reveals value. Products have value when customers use them on a specific context
  • 20. 20 JTBD PRINCIPLE #9 Solution for Jobs deliver value beyond the moment of use
  • 21. 21 JTBD PRINCIPLE #10 Solutions and Jobs should be thought as parts of the system that work together to deliver progress to customers. Deliver solutions that work together a system and help customers making progress. Avoid local optimisation to help customers making progress! Customers are buying a better version of themselves!
  • 22. 22 • customers have a struggle • they imagine how their life would be better • they visualise them using various solutions • they calculate how a solution will help them have a better life • what customers value to a solution? • are they using all of it or just part of it? • are they using it as designed or in other ways? • do they need to make combination to get their job done? • How did customers make their life better? • Did they get the results they wanted? • How close they are in the picture they have imagined prior using the solution?
  • 23. 23
  • 24. 24 EXAMPLE OF HOSTEL OWNERS (bananadesk) survive: owners need to drive a lot of guest to survive, through different ways (hires) to get this job done control reservations: manage overbooking, control finance: manage cashflow scale: how to sell better?
  • 25. 25
  • 27. 27 #1: UNLOCK NEW STRUGGLES Unlock people’s struggles and provide solutions to get their job done and improve their life Understand how their interactions with the system of progress changes over time and what new challenges arise Create a new product, add an extension to existing products
  • 28. 28 #2: THINK A COMBINATION OF PRODUCTS Think of your products as touch points between your business and your customers Understand the interdependencies between the “producer” and “customer” demand and they way interact together to help customers make progress Identify parts of the system that your business hasn’t considered. Keep your focus on the whole system of progress
  • 29. 29 #3: BACKWARD AND FORWARD THINKING Think of providing solutions before and after a specific segment Whats comes after? What struggles do people have? What comes before that struggle? What struggles did people have prior hiring a solution?
  • 31. our responsibility is to study and improve the system 31
  • 32. 32
  • 33. 33
  • 34. 34
  • 35. 35 CUSTOMERS KNOW ONLY WHAT THE SYSTEM TELLS THEM How does a doctor best serve the patient? Why Raynair is so bad at customer experience? Why people buy a costly iPhone?
  • 36. the needs, wants, desired outcome will change when the system will change 36
  • 37. customers have one need. to make progress within the systems they belong to 37
  • 38. 38
  • 39. 39
  • 41. 41 THINKING QUESTIONS How are customers currently struggling? What is pushing customers to need a new solution? How will the customers’ life become better (without describing a solution)? What is preventing customers for adopting a new solution?