This document provides an agenda for a webinar on empathy-driven business design using a job-to-be-done framework. The webinar will include an introduction and overview of the job-to-be-done theory, examples of how companies lost customers by focusing on products instead of jobs, and an exercise exploring the jobs of a fictitious customer. The webinar aims to help participants understand customers' motivations and redefine industries from the perspective of the jobs customers seek to accomplish.

1. WEBINAR | PART 2
Empathy-driven
Business Design
Putting the customer first at every
element in business design

2. 2
3:00 - 3:10 - Walk-in & Intro
3:10 - 3:50 - Job-to-be-done Framework
3:50 - 4:00 - Q&A
Agenda

3. 3
Summary of slides later in the week
Webinar available on YouTube (check part 1)
Download our Job to be done canvas in our (new!)
website - ktcagency.com
About today: Questions?
Jeroen & André, moderators

4. Empathy-driven
jobs-to-be-done
Disrupted Industries
Shifting the product focus
Example case
WEBINAR | EMPATHY-DRIVEN BUSINESS DESIGN

5. Nokia vs iPhone
5
Amazing telephones, disrupted

6. 6
The Entire Car Industry vs Tesla
Amazing industry, now fighting to make the switch to electric mobility

7. 7
Luxottica vs.
Warby Parker
Amazing design glasses,
lost a big piece of market
share to cheap glasses

8. 8
Why did these companies lose customers so fast,
while they were making the best
cars/glasses /telephones?

9. ‘If I had asked people what they
wanted, they would have said
faster horses’
Henry Ford about why people wanted cars
and that was true…

10. Job-to-be-done
Theory
Disrupted Industries
Shifting the product focus
Example case
WEBINAR | EMPATHY-DRIVEN BUSINESS DESIGN

11. [verb] + [object of the verb] + [contextual clarifier]
In mr. Ford’s time, what was the job to
be done of the horse?
11
Formulating jobs to be done

12. 12
100 years ago

13. 13
MAIN JOB-TO-BE-DONE
Fast transporting
people on demand
Shit on the road
Slow
Not comfortable
Limited reach
Lots of maintenance
PROBLEMS

14. 14
Solution:
The Car

15. 15
2019

16. 16
PROBLEMS
Traffic Jams
Slow commuting
Contamination
No parking spots
Accidents
MAIN JOB-TO-BE-DONE
Fast transporting
people on demand

17. [verb] + [object of the verb] + [contextual clarifier] + [direction of improvement]
How is each current disruptor
redefining the job-to-be-done?
17
Formulating jobs to be done

18. 18
Let someone else drive
you or share a ride
Solution:
Direction of improvement:
Decreasing the hassle of
driving

19. 19
Faster commuting
Direction of Improvement:
Avoid traffic jams by
navigating smarter
Solution:

20. 20
Cheaper & greener
commuting
Direction of Improvement:
Pay-per-seat and
share a ride
Solution:

21. 21
Why didn’t the car industry solve
these problems?

22. 22
THEY FOCUS ON PRODUCT
Instead of focusing the job-to-be-done, which
is getting fast transporting people on demand
without stress.
Making better cars

23. 23
THE RESULT OF PRODUCT FOCUS
Instead of focusing the job-to-be-done, which
is getting from A to B safely, easily, without
stress.
Adjacent Markets

24. 24
Skill-Driven Innovation
Benefits:
Exploiting economics of scale by
exploiting adjacent markets
Disadvantages:
Losing focus of what made you
compete in the first place (faster
transportation)
until 2000’s

25. 25
Job-to-be-done Innovation
Being obsessed with the customer and
the job he / she is trying to accomplish
4th industrial revolution

26. 26
Framing your industry by jobs to be done means
redefining your industry completely.

27. 27
What does this mean to you?

28. 28
People buy products and services to get a “job” done.
Deliver on a better job, not a better product1
JOBS-TO-BE-DONE

29. 29

30. 30
People buy products and services to get a “job” done.
Deliver on a better job, not a better product1
JOBS-TO-BE-DONE
Deep understanding of the job makes innovation clearer.
Know what to innovation on, instead of just ideating new features.2

31. 31
PREVIOUS SOLUTION
Better iPad presentations
for doctors, asking for
even more time

32. 32
JOBS-TO-BE-DONE DRIVEN
Making them save 50%
of their time by offering
patient brochures

33. 33
People buy products and services to get a “job” done.
Deliver on a better job, not a better product1
JOBS-TO-BE-DONE
Deep understanding of the job makes innovation clearer.
Know what to innovation on, instead of just ideating new features.2
3 A deep understanding of the customer’s “job” makes
marketing more effective.

34. 34
PRODUCT FOCUSED CAMPAIGN
Easier blood pressure
measurement

35. 35
JOB-TO-BE-DONE FOCUSED CAMPAIGN
Taking the results to the
doctor’s appointment

36. 36
The job-to-be-done types

37. 37
Social Jobs Support JobsFunctional Jobs Emotional Jobs
There are 4 types of jobs-to-be-done
Performing or complete
a specific task or
problem to solve.
Looking for a specific
emotional state, such as
feeling good or secure.
Look good or gaining
power or status: how they
want to be perceived by
others.
Perform supporting jobs in
the context of purchasing
and consuming value, as a
buyer, co-creator or as
transferrer of value.

38. FUNCTIONAL JOBS
“Pay however I prefer, even
without my wallet”
ING Digital Payments

39. EMOTIONAL JOBS
“Feel peace of mind
regarding personal
spendings”
Grip, by ABN AMRO
39

40. SOCIAL JOBS
“Be part of
something cool”
Tikkie, by ABN AMRO

41. SUPPORTING JOBS
“I want to choose the
best investment option”
BUX

42. 42
Job = [verb] + [object of the verb] + [contextual clarifier]
ING mobile payment = [pay] + [bills] + [on the go]
AirBnB = [book] + [a place to stay] + [while traveling]
Uber = [transporting] + [people] + [on-demand]

43. 43
Job goals, direction of improvement and unit of measures
job goals
all jobs fulfil at least one
job, wether that is
functional, emotional,
social or support.
direction of improvement
verb. - Minimise, maximise,
reduce, increase, create,
eliminate, improve
unit of measure
subs. - likelihood, risk,
frequency, time, amount,
number
+=
functional goal eliminate
ING mobile payment
+= risk of losing the card

44. 44
Date:Group name:Designed for:Job Statement Canvas
Designed for ktc. This work is part of a NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license.
Verb
What is the customer
trying to do?
Product:
The product/service are you analyzing
Customer:
Who are using your product/service? Demographics, habits, distinctive traits
Object
To what object is the customer
trying to do the verb?
Context
The context is a
clarifier modifier
Functional Goal
Priority
Direction of improvement:
Minimize, eliminate, increase, create, other
Emotional Goal
+
Social Goal
Priority
Priority
Priority
Unit of measure/ customer value
Time, likelihood,frequency, risk, amount, number...
KTC APPROACH
The Job-
to-be-done
Canvas

45. Exercise: Explore
jobs-to-be-done
Disrupted Industries
Shifting the product focus
Example case
WEBINAR | EMPATHY-DRIVEN BUSINESS DESIGN

46. 46
This is Emma.
She is a first-time mom,
living and working in
Eindhoven.

47. 47
She is a client of the HEMA fotoservice.

48. 48
FOR EMMA…
What is HEMA’s
fotoservice
Jobs-to-be-done?
and additional supporting jobs?

49. 49
So, what are the main job-to-be-done?
…and are there other jobs-to-be-done?

50. Date:Group name:Designed for:Job Statement Canvas
Designed for ktc. This work is part of a NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license.
Verb
What is the customer
trying to do?
Product:
The product/service are you analyzing
Customer:
Who are using your product/service? Demographics, habits, distinctive traits
Object
To what object is the customer
trying to do the verb?
Context
The context is a
clarifier modifier
Functional Goal
Priority
Direction of improvement:
Minimize, eliminate, increase, create, other
Emotional Goal
+
Social Goal
Priority
Priority
Priority
Unit of measure/ customer value
Time, likelihood,frequency, risk, amount, number...
50

51. 51
YOUNG MOMS USING HEMA’S ONLINE FOTOSERVICE
Discovering Jobs-to-be-done
What is the one thing that your customer couldn’t live without accomplishing?
What are the stepping stones that could help your customer achieve this key job?
What are the different contexts that your customers might be in? How do their
activities and goals change depending on these different contexts?
What does your customer need to accomplish that involves interaction with others?

52. Date:Group name:Designed for:Job Statement Canvas
Designed for ktc. This work is part of a NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license.
Verb
What is the customer
trying to do?
Product:
The product/service are you analyzing
Customer:
Who are using your product/service? Demographics, habits, distinctive traits
Object
To what object is the customer
trying to do the verb?
Context
The context is a
clarifier modifier
Functional Goal
Priority
Direction of improvement:
Minimize, eliminate, increase, create, other
Emotional Goal
+
Social Goal
Priority
Priority
Priority
Unit of measure/ customer value
Time, likelihood,frequency, risk, amount, number...
52
HEMA fotoservice Young Moms (26-32)
Print out memories
reduce time and
money spent
creating autonomy
HEMA 15.10.19HEMA Lab
X of the first year
of my baby

53. 53
Date:Group name:Designed for:Job Statement Canvas
Designed for ktc. This work is part of a NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license.
Verb
What is the customer
trying to do?
Product:
The product/service are you analyzing
Customer:
Who are using your product/service? Demographics, habits, distinctive traits
Object
To what object is the customer
trying to do the verb?
Context
The context is a
clarifier modifier
Functional Goal
Priority
Direction of improvement:
Minimize, eliminate, increase, create, other
Emotional Goal
+
Social Goal
Priority
Priority
Priority
Unit of measure/ customer value
Time, likelihood,frequency, risk, amount, number...
HEMA fotoservice Young Moms (26-32)
HEMA 15.10.19HEMA Lab
X
Decorate my house
adding that ‘extra
touch’
self-care, pride
cherishing
moments
Give fun gifts bonding with people
create nice
moments
that are casual
but thoughtful
Print out memories
reduce time and
money spent
creating autonomy
of the first year
of my baby

54. Common pitfalls of
jobs-to-be-done
Disrupted Industries
Shifting the product focus
Example case
WEBINAR | EMPATHY-DRIVEN BUSINESS DESIGN

55. 55
Focusing on the how instead of the why
PITFALL #1
iPods - Ah! They want to listen to music
Cars - Ah! They want to get from point
A to point B
Grills - Ah! They want to grill food
Some people buy iPods so people will stop talking to them
Some people get cars because it represents independences
and becoming an adult
Some people grill because it represents a ceremony and
male bonding, others do it to impress women.

56. 56
Our product solves the whole problem!
PITFALL #2
Normally, using a product is solves only part of the job-to-be-done. Try to
understand the whole journey from any job. Hiring an OV Chipkaart is only
one step of going somewhere! Think about the system.

57. 57
Using products in jobs-to-be-done
PITFALL #3
Not all products are “used” to execute a job. Think intangible
products and services, such as insurance - you buy it to avoid risk,
but never proactively use it.

58. 58
Not empathizing with your customer
PITFALL #4
Different customer groups use the same products for slight or even
completely different jobs.

59. 59
Not validating with customers
PITFALL #5
Ideate about the job statements as much as you want, and with the knowledge of the
customer you already have is a good thing, but gathering customer knowledge is
imperative to understand real motivations of people!

60. 60
When do you know you
found the right job?

61. 61
Problem-Fit Checklist
1. Ideate on your job-to-be-done statement
2. Research & Validate with customers
3. Understand the context: how severe and
often the customers have the problem you
research? Is it worth to develop a solution?

62. Finding your
job-to-be-done
EXTRA MATERIAL

63. 63
Date:Group name:Designed for:Job Statement Canvas
Designed for ktc. This work is part of a NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license.
Verb
What is the customer
trying to do?
Product:
The product/service are you analyzing
Customer:
Who are using your product/service? Demographics, habits, distinctive traits
Object
To what object is the customer
trying to do the verb?
Context
The context is a
clarifier modifier
Functional Goal
Priority
Direction of improvement:
Minimize, eliminate, increase, create, other
Emotional Goal
+
Social Goal
Priority
Priority
Priority
Unit of measure/ customer value
Time, likelihood,frequency, risk, amou
#1 ideate and give your
best guess on jtbd
Leverage your built-in customer knowledge
and brainstorm on the possible jobs to be done
of each of your customer segments.

64. 64
Date:Group name:Designed for:Job Statement Canvas
Designed for ktc. This work is part of a NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license.
Verb
What is the customer
trying to do?
Product:
The product/service are you analyzing
Customer:
Who are using your product/service? Demographics, habits, distinctive traits
Object
To what object is the customer
trying to do the verb?
Context
The context is a
clarifier modifier
Functional Goal
Priority
Direction of improvement:
Minimize, eliminate, increase, create, other
Emotional Goal
+
Social Goal
Priority
Priority
Priority
Unit of measure/ customer value
Time, likelihood,frequency, risk, amou
#2 find your users
Focusing on a problem statement or a job
statement, the first 10 canvas helps on finding
the users and owners of this problem, in order
to validate and experiment on.
available on ktcagency.com

65. 65
#3 Job-to-be-done
interviewing to learn
and (in)validate
— Ask open questions, you want to learn
about your customer
— Ask why, as many times as needed
— Ask about their lives outside of your
problem scope
Date:Group name:Designed for:Job Statement Canvas
Designed for ktc. This work is part of a NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license.
Verb
What is the customer
trying to do?
Product:
The product/service are you analyzing
Customer:
Who are using your product/service? Demographics, habits, distinctive traits
Object
To what object is the customer
trying to do the verb?
Context
The context is a
clarifier modifier
Functional Goal
Priority
Direction of improvement:
Minimize, eliminate, increase, create, other
Emotional Goal
+
Social Goal
Priority
Priority
Priority
Unit of measure/ customer value
Time, likelihood,frequency, risk, amou

66. Q&A
JTBD Framework
Disrupted Industries
Shifting the product focus
Example case
WEBINAR | EMPATHY-DRIVEN BUSINESS DESIGN

67. 67
jtbd.info
Useful Resources
JTBD book,
Anthony W. Ulwick
Articles, journals &
downloadables

68. 68
Our process
Context-dive &
Niche selection
In-depth Research
Stakeholder
interviews
Market research
Initial Persona design
JTBD Interviews
Problem Discovery
interviews
Observation Study
Customer Journey
Mapping
Insight Analysis
Empathy Map
Job-to-be-done
Canvas
Problem Insight
Canvas
Experience Map
Co-creation
Workshop
Cycle Brainstorm
Value Proposition
Pitch Cards
Concept Ideation
Unicorn Canvas
Now-how-wow
Proposition
Prototyping
Value Proposition
Design
Business Modeling
Visual Concepting
Human-Interaction
Concept
Concept Validation
Experiment Design
Experiment
Management
Concept Validation
Pilot/MVP Brief

69. 69
March 31st - Webinar 3: Oplossingen met
menselijke touch. The Unicorn Canvas
Same time: 3PM to 4PM
Want to invite a colleague? Let us know, so we
send them an invite!
More empathy-driven innovation? ktcagency.com
Next Week

70. Thank you!