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Jobs to Be Done :: Overview and Interview Technique
The document discusses the Jobs to be Done (JTBD) interview technique, which helps uncover why customers hire or fire products based on their needs. It emphasizes understanding customer intentions rather than their attributes to inform marketing and product development. The content includes an overview of the framework, interview tools, and practical tips for conducting JTBD interviews.
Jobs to Be Done :: Overview and Interview Technique
- 1. Jobs to BeDone Interview Technique Brian Rhea Product Lead Revve @brhea Jason Hall Director of Marketing Craftsy.com @hall_jason
- 2. Contents & Agenda ●Framework Overview ● Interview Tools ● Example Interview ● Resources
- 3. What is JTBD? JTBDis a framework that helps you understand why people hire/fire products and services.
- 4. Customers don’t buyproducts because of the type of person they are, but because they have a job to do.
- 5. Do you likepizza or do you like steak?
- 6. “It depends onthe situation.”
- 7. ● Early-forties ● SubaruOutback ● College educated ● Thornton, CO ● $90k-$110k Persona: Jane
- 8. Where is Janegoing for dinner?
- 9. “It depends onthe situation.” JTBD looks for why someone hires a product or service to fulfill a job
- 10. “It depends onthe situation.” Understand Your Customers’ Intentions Before Focusing on Their Attributes
- 11. Jobs Don’t ChangeMuch ... The Solution We Hire Does
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- 13. Marketing ● Better messaging ●Customer context ● Use better words intercom.io
- 14. Product ● Which Featuresto Build ● Which Features to Improve ● Which Features to Kill
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- 16. The JTBD Interview ●30-45 minutes in length ● Tools: ○ Forces Diagram ○ Timeline
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- 18. Timeline Source: Alan Klementvia https://medium.com/the-job-to-be-done/a-script-to-kickstart-your-jobs-to-be-done-interviews-2768164761d7
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- 22. Tips & Tricks ○Low-stakes, early research (even if not true!) ○ Documentary metaphor ○ Search for the emotional energy ○ Level-up ○ Retell it wrong on purpose to prompt more detail
- 23. Resources ● http://www.jobstobedone.org -Bob Moesta & Chris Spiek ● Mastering Jobs to Be Done Interviews on Udemy ● https://github.com/brianrhea/awesome-jtbd (pull requests welcome!) ● http://jtbd.info - quick primer on the JTBD framework ● Switch workshops - periodically held by The Rewired Group ● Brian Rhea - @brhea ● Jason Hall - @hall_jason Get out there and start doing interviews!