O'Reilly Webcast: Interviewing Users - Uncovering Compelling Insights. Vc-funding-flowchart. Jobs To Be Done. Featured Learning Jobs to Be Done From 5 Super Bowl Ads Learning Jobs to Be Done From 5 Super Bowl Ads Jobs to Be Done (JTBD) is an important way of seeing the world. You can learn more about it at my website or right here on Medium. Eric M. Penn Jillette gets JTBD Penn Jillette gets JTBD Jobs are not tasks Alan KlementJan 7 Evolving the role of marketing Evolving the role of marketing By adopting to jobs-to-be-done theory, the role of marketing can move from passively pushing product information to an active and more… Tor L. Job Stories — Best Friend of Sales Job Stories — Best Friend of Sales How Job Stories simplify and improve communication across your organization Stuart BoydMar 25, 2015 latest Two JTBD rules for customer motivation Learn how to uncover customer motivation, by not getting stuck in asking endless “whys”. Alan KlementJan 8 Uncovering the jobs that customers hire products and services to do Uncovering the jobs that customers hire products and services to do Andrej BalazNov 22, 2015 About.
A beginner’s guide to the Jobs-To-Be-Done framework. Last year I was introduced to Jobs-to-be-Done (JTBD), a framework architected by Clay Christensen as a way to understand customer’s needs, motivations and behaviours. I attended 2 workshops led by Bob Moesta, who was one of the original JTBD architects; he worked with Clay on the famous milkshake project. Bob and his team are doing a lot to help people understand JTBD and apply it to their roles as product managers, startup founders, marketers and UX professionals. In an nutshell, Jobs-to-be-Done helps undercover attitudes and behaviour by framing purchasing decisions as a choice to “hire” a product or service to do a job.
When I buy a Netflix subscription, I am not just buying movies and TV shows, I am “hiring” Netflix to entertain me in an affordable and convenient way. In that context, Netflix is not competing with other movie subscription services to get my dollars, it is competing with iTunes, books, audiobooks and Torrent sites. Websites Clayton Christensen Institute Workshops. The Customer Factory Blueprint. The Art of Growth Hacking. Dave McClure - Startup Metrics For Pirates @ Techaviv. Innovation Resources | Innovation Research. Clayton Christensen about the process of research - Clarendon Lectures 12th June 2013.
Mastering Jobs-to-be-Done Interviews by Chris Spiek (and 2 others) I am an Innovator (JTBD Method), a Product Developer (+1000 new products), a Businessman (5 Startups), a Mentor, a Student, and a Citizen. I believe there are more opportunities and need for change at hand today than there has been in a long time. The opportunity for change is really about personal INNOVATION. It is time for the world to take full advantage of the over-supply of technology and learn to INNOVATE by applying this technology in new and unique ways. I have been blessed with the opportunity to work directly with some great mentors in Clayton Christensen, Dr. Genichi Taguchi, W. Edwards Deming, and many others. I was fortunate enough to have been born with a disability in the public's eye, but blessed with a very unique ability in others.
A Method for Applying Jobs-to-Be-Done to Product and Service Design. Say you’re designing something new for a product or service. Of course, you have your own ideas for what to do. But, how informed are you really about what is needed? This is a question I faced in thinking about game mechanics used in a social platform. A common product approach is to work up some game mechanics ideas, get them designed and deployed. The source for ideas? My own fertile mind. Inbound suggestions (“in World of Warcraft, you can…”). But that wasn’t sufficient. Jobs-to-Be-Done: Only for game-changing innovation? The jobs-to-be-done framework struck me as the right approach here. People don’t want to buy a quarter-inch drill. Similarly, I didn’t believe customers wanted to buy “game mechanics”. Yet, in reading the advice on jobs-to-be-done, one gets the impression that eliciting jobs-to-be-done can only be done effectively via intensive in-person interviews. And this gets at something related to jobs-to-be-done as it stands today.
Job-to-be-done structure Job: “I want to…” Technique 1 - Jobs to be Done | The Innovator's Toolkit. Highlight the human need you're trying to fulfill. A job to be done (JTBD) is a revolutionary concept that guides you toward innovation and helps you move beyond the norm of only improving current solutions. A JTBD is not a product, service, or a specific solution; it's the higher purpose for which customers buy products, services, and solutions. For instance, most people would say they buy a lawnmower to "cut the grass," and this is true. But if a lawnmower company examines the higher purpose of cutting the grass, say, "keep the grass low and beautiful at all times," then it might forgo some efforts to make better lawnmowers in lieu of developing a genetically engineered grass seed that never needs to be cut.
This is the power of the JTBD concept and technique: It helps the innovator understand that customers don't buy products and services; they hire various solutions at various times to get a wide array of jobs done. Background Jobs to be Done Breakdown Let’s develop an example. Steps. Jobs-to-be-Done Radio by The Re-Wired Group.
Effective Elicitation By Telephone | George Castellion. Before Calling A. Reach agreement on which innovative features of the new product idea the elicitor will disclose to respondents. Usually involves consensus among the members of the team of marketing, technology, and business functions commercializing the innovative idea B. Reach agreement on what the team expects as a result of the telephone elicitation project Discover potential customers? C. 1. My first sentence always is “My name is George Castellion from Solid-State Chemistry Associates.” (I used this sentence for many years without understanding why it works so well. 2.
This essential sentence gives control of the conversation, at this point, to the respondent. 3. (For example: “European-based multinational”) 4. 5. A. B. D. A conversation with a Professor must last at least 12 minutes to be considered as one of the at least 40 Professor conversations needed for discovering and confirming latent unmet needs and growth opportunities. E. During Elicitation A. B. C. D. After 40 conversations. The Five Cs of Opportunity Identification - Scott Anthony. By Scott Anthony | 12:00 PM October 26, 2012 Simply asking “what job is the customer trying to get done?” Can be a powerful way to enable innovation, because it forces you to go beyond superficial demographic markers that correlate with purchase and use to zero in on frustrations and desires that motivate purchase and use. Seductive simplicity hides a rich, robust set of opportunity identification tools. Through our experience utilizing the “jobs-to-be-done” concept in a range of settings, my colleagues and I have developed five tips for would-be innovators: the five Cs of opportunity identification (modeled after marketing’s famous four Ps — price, product, place, and promotion). 1. 2.
The trick is to get to context — to find a way to be with the customer when they encounter a problem and watch how they try to solve it. 3. 4. A classic example of an innovation springing from a compensating behavior is Intuit’s popular QuickBooks product. 5. The Voice of the Customer Series (2/4): Gathering Customer Needs | Breaking Glass by Rishi Dean. Asking customers explicitly to list their needs is often a fruitless exercise. Customers often have difficulty articulating their thoughts and behaviors out of context, and applying it to the problem you are trying to solve (vs what they are). Instead, your approach should be to observe them in action, and interview them individually, and in groups, to deduce a set of customer needs. In this part we look at the most efficient mechanisms of gathering this feedback via interview and focus groups. Needs are the backbone of the model The backbone of the VOC model is the set of identified customer needs. People don’t want to buy a quarter-inch drill.
Well actually, no one really wants a “hole” per se, they want to hang a picture, or put up a shelf — but you get the idea. One-on-one interviews are more efficient than focus groups Customer interviews are one way to gather the relevant data. Takeaways: Aim for 15 – 20 interviews Use at least 3 analysts Looking Ahead Related Blog Post Like this: The KJ-Technique: A Group Process for Establishing Priorities. By Jared M. Spool Originally published: May 11, 2004 Back in the late 1970’s, the US government commissioned a study to look at effective group decision making.
In the study, they asked 30 military experts to study intelligence data and try to construct the enemy’s troop movements. Each expert analyzed the data and compiled a report. The commission then “scored” each report on how well it reported the actual troop movements. Each expert then reviewed all of the other experts’ reports and rewrote their initial assessment.
What was different between the first report and the second? Deriving Priorities When Resources are Limited In design, our resources are limited. In our consulting work, we’ve found that, like the military experts, our clients usually have most of the answers already in their own organization. For this, we’ve turned to a group consensus technique we’ve been using for years, called a KJ-Method (also sometimes referred to as an “affinity diagram”). The KJ-Method: Step By Step. Rule of 40 Phone Conversations … and New Product Success | George Castellion. Who do you talk with in the 40 conversations? On the other end of each phone conversation are prospective customers for the product developed from your new product idea. You’ve cold-called them using a random sample of 40 individuals drawn from all customers in the target market. During these 40 conversations you discovered what they want your new product to do for them.
You uncovered ways to deliver your solution at a profit. You learned if it is a valid opportunity for making use of your technology and marketing skills. Why 40 conversations? The Central Limit Theorem 1 and normal distribution are statistical tools for drawing conclusions about the needs of prospective customers from a small random sample. My work since 1985 has been with clients in the B2B arena who wish to discover and confirm what prospective customers’ want the client’s product idea to do for them.
After 25-30 conversations, customers’ latent needs begin to emerge and predominate in the conversations. References. A Method for Applying Jobs-to-Be-Done to Product and Service Design. January 15, 2013 by Hutch Carpenter Say you’re designing something new for a product or service. Of course, you have your own ideas for what to do. But, how informed are you really about what is needed? This is a question I faced in thinking about game mechanics used in a social platform. A common product approach is to work up some game mechanics ideas, get them designed and deployed. But that wasn’t sufficient. Jobs-to-Be-Done: Only for game-changing innovation?
The jobs-to-be-done framework struck me as the right approach here. People don’t want to buy a quarter-inch drill. Similarly, I didn’t believe customers wanted to buy “game mechanics”. Yet, in reading the advice on jobs-to-be-done, one gets the impression that eliciting jobs-to-be-done can only be done effectively via intensive in-person interviews. And this gets at something related to jobs-to-be-done as it stands today.
But my needs were at a lower level than that. Job-to-be-done structure Context: “When I am…” Job: “I want to…” Collecting and analyzing jobs-to-be-done. Via the Daily Mail I’ve previously written about collecting jobs-to-be-done from customers. Because I was analyzing a broad topic across the entire innovation lifecycle, it was a good way to get a breadth of insight. However, it doesn’t work as well in the more common situation for product managers and innovators: analyzing a specific flow. In that case, there are three requirements for collecting jobs-to-be-done: Comprehensive capture of job elementsMap collection as closely as possible to the actual job flowUnderstand importance and satisfaction of individual tasks Comprehensive is important, because you can’t address what you don’t know.
To address these requirements, I’ve put together a process to understand customers’ jobs-to-be-done. For purposes of this write-up, assume you’re an automotive product manager. Start with the job flow A job-to-be-done has a flow. When I commute to the office, I want to get work done. A job flow consists of the job’s major activities, in sequence. A template for Jobs-To-Be-Done interviews with The Timeline. A template for Jobs-To-Be-Done interviews with The Timeline Clayton Christiansen is as high-profile as a business school professor gets, being the author of the only business book Steve Jobs ever read. And while his work on disruptive innovation has been hugely impactful, there's another aspect of his work that any business can use: the Job-To-Be-Done.
Much has been written about Jobs-To-Be-Done Theory, but the core concept is simple: behind every product purchase is a certain "job" the buyer needs to get done. IKEA, for example, has had great success orienting its business around a consumer that needs one or more rooms furnished in a hurry. And there's the classic story of a fast food chain that discovered adults were buying milkshakes as a drive time breakfast substitute. Understand the job and you'll understand the demand for your product. One of the best methods to identify the job your customers are looking to get done is to use The Timeline.
After the Interview. 5 Whys Template. What is it: The 5 Whys is a question asking method used to explore the cause/effect relationships underlying a particular problem. Ultimately, the goal of applying the 5 Whys method is to determine a root cause of a defect or problem. By repeatedly asking the question "Why" (five is a good rule of thumb), you can peel away the layers of symptoms which can lead to the root cause of a problem. Very often the underlying reason for a problem will lead you to another question. Although this technique is called "5 Whys," you may find that you will need to ask the question more or less than five times before you find the root cause of the problem. The 5 Whys method can be used on its own or in conjunction with a Fishbone (also known as the cause and effect or Ishikawa) diagram.
The Fishbone diagram helps you explore all potential or real causes that result in a single defect or failure. What is it used for: To tunnel into the process to find the root cause of the process problem Why use it: