Strategyn Founder & CEO, Tony Ulwick presents how companies can win in new markets using jobs-to-be-done thinking.

1. New Market Creation
How to win in new markets using
jobs-to-be-done thinking

2. Jobs-To-Be-Done Theory

3. People buy products and
services to get jobs done

4. People want to get the
whole job done ...

5. ... on a single platform

6. Will pay more ...
to get the job done better

7. Insight into a high-profit,
market entry strategy

8. Define the
job-to-be-done
Discover
segment
Get the whole
job done

9. Define the
job-to-be-done

10. What job are people hiring
my product for?

12. Adjust the
temperature

13. That’s what the product
does, but ...

14. What job are people trying
to get done?

15. Product-centric Customer-centric
What job are
people hiring my
product for?
What job is the
customer trying
to get done?

16. Adjust the
temperature

17. Achieve personal
comfort

18. Control a process

19. Optimize process
output

20. Kill weeds

21. Grow a crop

22. Define the job from the
customer’s perspective

23. The entire job,
not just part of it

24. Define the
job-to-be-done
Discover
segment
Get the whole
job done

25. Pay more to get the
job done better

26. Over served
Under served
Satisfaction
Importance

27. Does this segment
exist in your market?

28. Segmentation

29. Traditional Segments
Vertical SizeGeography

30. Satisfaction
Importance
Over served
Under served
Not Vertical

31. Satisfaction
Importance
Over served
Under served
Not Geography

32. Satisfaction
Importance
Over served
Under served
Not Size

33. Wrong Units

34. Convenient classifications do
not explain differences

35. Must segment around
unmet needs

36. Outcome-based
segmentation

37. Broad Market
Satisfaction
Importance
Over served
Under served

38. Factor and cluster analysis:
unmet needs

39. Satisfaction
Importance
Over served
Under served
Market Segments

40. People will pay more to get
the job done better

41. WillingnesstoPay
Low
High
No. of Job ExecutorsLow High

42. WillingnesstoPay
Low
High
No. of Job ExecutorsLow High
Need Curve™
Currently paying to get job done
Size of market

43. WillingnesstoPay
Low
High
Low High
Need Curve™
Increased Satisfaction
Premium market
No. of Job Executors

44. People will only pay more for
significant improvement

45. WillingnesstoPay
Low
High
Customer SatisfactionLow High

46. Success = Know All Unmet Needs

47. Define the
job-to-be-done
Discover
segment
Get the whole
job done

48. Get the whole
job done

49. Products rarely get the
whole job done

50. Get more of the job done

51. Get it done significantly better

52. Win a disproportionate
share of profits

53. Starve the competition
of capital

54. Raise the barrier
to entry

57. Adjust
environment
Monitor
conditions
Make
modifications
Return room
to original
condition
Define
comfort
Assess the
room’s
comfort level
Determine
what
variables to
adjust
Determine
what
adjustments
to make
Achieve personal comfort

58. Adjust
environment
Monitor
conditions
Make
modifications
Return room
to original
condition
Define
comfort
Assess the
room’s
comfort level
Determine
what
variables to
adjust
Determine
what
adjustments
to make
Thermostat

59. Adjust
environment
Monitor
conditions
Make
modifications
Return room
to original
condition
Define
comfort
Assess the
room’s
comfort level
Determine
what
variables to
adjust
Determine
what
adjustments
to make
Nest

60. 7 times the price

61. 5%
market share

62. 5%
market share
20%
profit share

64. Remove dirt
from carpet
Monitor dirt
removal
Adjust dirt
removal plan
Dispose of
dirt
Determine
condition of
carpet
Assess best
method to
remove dirt
Gather
needed
supplies
Set up for dirt
removal
Remove dirt from carpets

65. Remove dirt
from carpet
Monitor dirt
removal
Adjust dirt
removal plan
Dispose of
dirt
Determine
condition of
carpet
Assess best
method to
remove dirt
Gather
needed
supplies
Set up for dirt
removal
Traditional vacuum

66. Remove dirt
from carpet
Monitor dirt
removal
Adjust dirt
removal plan
Dispose of
dirt
Determine
condition of
carpet
Assess best
method to
remove dirt
Gather
needed
supplies
Set up for dirt
removal
Dyson

67. 5 times the price

68. 24%
market share

69. 24%
market share
59%
profit share

72. Dozens of
jobs done
Thousands of
jobs done

73. 5 times the price

74. 21%
market share

75. 21%
market share
72%
profit share

76. Let’s reinvent the TV

77. What job are customers
trying to get done?

78. Watch TV

79. Get jobs done by
viewing content

80. View content
Monitor the
viewing
experience
Modify
content
selection
Assess
experience
Determine
what jobs the
viewer wants
to get done
Determine
what content
will get the
job done best
Organize the
content for
viewing
Confirm
viewing plan
Get jobs done

81. View content
Monitor the
viewing
experience
Modify
content
selection
Assess
experience
Determine
what jobs the
viewer wants
to get done
Determine
what content
will get the
job done best
Organize the
content for
viewing
Confirm
viewing plan
Traditional TV

83. View content
Monitor the
viewing
experience
Modify
content
selection
Assess
experience
Determine
what jobs the
viewer wants
to get done
Determine
what content
will get the
job done best
Organize the
content for
viewing
Confirm
viewing plan
Apple iTelevison

84. 5%
market share
20%
profit share

85. Define the
job-to-be-done
Discover
segment
Get the whole
job done

86. Win big in
new markets