Introduction of the Jobs to be done framework #JTBD and help with some interview techniques. Focusing on Forces and Timeline techniques.
For more: http://jobstobedone.org and https://valueprop.com.au
9. It really depends on
the situation!
JTBD looks at why people hire a
product or service to do a
specific job
10. It really depends on
the situation!
Look at the customers needs
before focusing on their
attributes
11. “If I had asked people what they
wanted, they would have said faster
horses.” – Henry Ford
12. You may have heard this
saying before, but it is
actually false!
However, it does explain beautifully
the customers needs behind the
solution
13. Jobs and needs don’t change a
great deal, but the solution we
hire does
14. Marketing
× Understand
customers better
× Segment
customers better
× Improve your
messaging
× Build more
powerful value
propositions
Where can JTBD be used?
Product
× Align with sales
× Build better
products
× Learn which
features to build
or enhance
× Discover which
features to
abandon
Sales
× Target customers
needs better
× Charge more for
products and
services
× Discover which
features to
abandon
15. … and most importantly
Create a singular language for all parties
involved in product conception, delivery and
market feedback
17. Forces Diagram
For someone to move
from their existing
behaviour to a new
behaviour, there is two
forces are influencing
them: progress-making
forces, and progress-
hindering forces.
The Rewired Group’s ‘Four Forces’ diagram http://www.therewiredgroup.com/
18. The JTBD timeline of purchase
first trigger satisfied?
event #1
event #2
buying
passive looking active looking deciding consuming
19. Trigger Questions
The point of purchase
× When did you purchase the
product?
× Where were you?
× What time of day was it?
(daytime/ night time?)
× What was the weather like?
× Was anyone else with you at
the time?
× How did you purchase the
product?
× Did you buy anything at the
same time?
Finding the first thought
× When did you first realize you
[needed something to solve
your problem]?
× Where were you?
× Were you with someone?
× What were you doing, or
trying to do when this
happened?
20. Tips & Tricks
× Why, why, why?
× Never say “usually” when
asking a question. Encourage
stories.
× Look for inconsistencies.
× Pay attention to nonverbal
cues.
× Don’t be afraid of silence.
× Don’t suggest answers to your
questions.
× Ask questions neutrally.
× Don’t ask binary questions.
× Only ten words to a question.
× Only ask one question at a
time, one person at a time.
× Make sure you’re prepared to
capture.
× Search for the emotional
energy
× Retell it wrong on purpose to
prompt more detail
22. Credits
Special thanks to all the people who helped make
this presentation possible!
× http://www.elezea.com/2013/11/progress-making-forces/
× https://medium.com/@heavywinter/eager-sellers-stony-buyers-the-four-progress-making-
forces-7deeba3b5b12
× http://www.therewiredgroup.com/
× And of course http://jobstobedone.org
Editor's Notes
Jobs To Be Done #JTBD Introduction and interview techniques
I am Steven Morey
You can find me at https://linkedin.com/in/stevenmorey/
What is JTBD?
Jobs To Be Done is a framework used to understand why customers hire and fire products and services
Do you like Cake or Lasagne?
It really depends on the situation
Persona:Jack
Mid 30’s
Sales Manager
University Degree
$120K
2 Children
Where is Jack going for dinner?
It really depends on the situation! JTBD looks at why people hire a product or service to do a specific job
It really depends on the situation! Look at the customers needs before focusing on their attributes
“If I had asked people what they wanted, they would have said faster horses.” – Henry Ford
You may have heard this saying before, but it is actually false! However, it does explain beautifully the customers needs behind the solution
Jobs and needs don’t change a great deal, but the solution we hire does
Where can JTBD be used?
Product
Align with sales
Build better products
Learn which features to build or enhance
Discover which features to abandon
Marketing
Understand customers better
Segment customers better
Improve your messaging
Build more powerful value propositions
Sales
Target customers needs better
Charge more for products and services
Discover which features to abandon
… and most importantlyCreate a singular language for all parties involved in product conception, delivery and market feedback
JTBD Interviews
15min – 1 hour
Purchased within 90 days
Forces Diagram
Timeline
JTBD Forces Diagram
For someone to move from their existing behaviour to a new behaviour, there is two forces are influencing them: progress-making forces, and progress-hindering forces.
The Rewired Group’s ‘Four Forces’ diagram http://www.therewiredgroup.com/
The JTBD timeline of purchase
https://jtbd.info/a-script-to-kickstart-your-jobs-to-be-done-interviews-2768164761d7
Trigger Questions
The point of purchase
When did you purchase the product?
Where were you?
What time of day was it? (daytime/ night time?)
What was the weather like?
Was anyone else with you at the time?
How did you purchase the product?
Did you buy anything at the same time?
Finding the first thought
When did you first realize you [needed something to solve your problem]?
Where were you?
Were you with someone?
What were you doing, or trying to do when this happened?
Tips & Tricks
Why, why, why?
Never say “usually” when asking a question. Encourage stories.
Look for inconsistencies.
Pay attention to nonverbal cues.
Don’t be afraid of silence.
Don’t suggest answers to your questions.
Ask questions neutrally.
Don’t ask binary questions.
Only ten words to a question.
Only ask one question at a time, one person at a time.
Make sure you’re prepared to capture.
Search for the emotional energy
Retell it wrong on purpose to prompt more detail
Any questions?
You can find me at
https://valueprop.com.au
Special thanks to all the people who helped make this presentation possible!
http://www.elezea.com/2013/11/progress-making-forces/
https://medium.com/@heavywinter/eager-sellers-stony-buyers-the-four-progress-making-forces-7deeba3b5b12
http://www.therewiredgroup.com/
And of course http://jobstobedone.org