Making Good Product Decisions with Jobs to be Done

@mrjoe
Making be‫מּ‬er product decisions with
Jobs to be Done Joe Leech
mrjoe.uk
@mrjoe
h‫מּ‬ps://www.cole-and-son.com/en/collection-the-contemporary-collection/wallpaper-66/2014/Cole and Son Contemporary Collection: Palm Leaves

@mrjoe
h‫מּ‬p://michelleowen.co.uk/example-work/

@mrjoe
People don't want to
buy a quarter-inch
drill,
they want a quarter-
inch hole. Theodore Levitt

@mrjoe
h‫מּ‬ps://www.ﬂickr.com/photos/national_library_of_australia_commons/6173545947

@mrjoe
h‫מּ‬ps://alondoninheritance.com/tag/road-works/

@mrjoe
The
HOLE
mr Joe Leech
is not the goal

Hi, I’m
@mrjoe but
you can call
me Joe

@mrjoe
Do the right
things in the
right order for
the right reasons
I coach product teams and execs to
and recover when something goes really
wrong, like really wrong mrjoe.uk

@mrjoe
I want something
interesting to do with
my partner on Friday
night
Jobs to be Done

@mrjoe
We hire a
product /
service to
do a job

Event Event Hiring
Passive
Looking
Active
Looking
Deciding Consuming Satisfaction
ExperienceFirst
Thought

@mrjoe
“Supposedly, the average power drill is
used for somewhere between six and
twenty minutes in its entire lifetime.”*
https://www.fastcompany.com/3050775/the-sharing-economy-is-dead-and-we-killed-it
*no-one knows the number for sure
but it really isn’t high

@mrjoe
25% of
downloaded
apps are only
used once
h‫מּ‬ps://www.statista.com/statistics/271628/percentage-of-apps-used-once-in-the-us/

@mrjoe
Emotional jobsFunctional jobs Social jobs

@mrjoe
When I am not skilled, at home, tired after a long day
Help me to put up a picture confidently and easily and in the right place
and not crooked
So I can make my look much nicer

@mrjoe
As a DIYer
I want to make a hole in
the wall
so that I can put up a
picture
When I am not skilled, at
home, tired after a long day
Help me to put up a picture
confidently and easily and
in the right place and not
crooked
So I can make my look
much nicer
Job Stories User Stories

@mrjoe
Emotional jobs Social jobsFunctional jobs
When I am putting up the picture
Help me to to not feel stupid or overwhelmed or that I don’t have the skills
So I can feel confident that I can finish this

@mrjoe
When I am 6 months in
Help me to make sure it doesn’t fall off the wall
So I can not look incompetent in front of my friends and family feel like
I’ve done a good job

@mrjoe
Don’t focus on
competitors &
features
focus on users
& their needsh‫מּ‬ps://mrjoe.uk/users-not-competitors

@mrjoe
Don’t focus on
competitors &
features
focus on users
& their jobsh‫מּ‬ps://mrjoe.uk/users-not-competitors

@mrjoe
Anxiety
of what could
happen
A‫מּ‬achment
to what you
currently have
Push
of what’s happening
now
Pull
of a new
solution
New
solution
Current
solution
I don’t need just holes! It’s only £3 and it looks easy
What if it falls of the wall? I should be able to use a drill.
I AM A MAN!
1 2
3 4

The secret to Amazon’s
success?
Be the ﬁrst to uncover
hidden needs
Jeﬀ Bezos
Founder of Amazon.com

@mrjoe
h‫מּ‬ps://twi‫מּ‬er.com/Citywatcha/status/1005442009895759872

@mrjoe
If someone gave me an hour
to solve a problem.
I would spend 55 minutes
defining the problem and
then five minutes solving it.
– Albert Einstein*
*Possibly not

@mrjoe
The Customer-Centered Innovation Map by
Be‫מּ‬encourt & Anthony W. Ulwick, May 2008
mrjoe.co/InnoMapJTBD
Know Your Customers’ Jobs to Be Done
by Clayton M. Christensen
mrjoe.co/jtbdHBR
C-Suitefor the
win!

@mrjoe
joe@mrjoe.uk
Stay in touch
@mrjoe
h‫מּ‬ps://mrjoe.uk
h‫מּ‬ps://mrjoe.uk/JTBD

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