Jobs To Be Done Workshop

Jobs To Be Done Workshop

• 1.
  JTBD Workshop (Jobs ToBe Done)
• 3.
  Paul Holliday Senior ProductDesigner appear.in whereby.com Telenor Digital, McCann, MediaFront, Making Waves
• 4.
  Sean Percival Chief MarketingOfficer | appear.in Katapult, 500 Startups, MySpace
• 6.
  A question weoften ask our customers What do we need to improve? (so you’ll buy more)
• 7.
  A different question Whatjob are you hiring this product to do for you?
• 8.
  The designers atintercom (intercom.com) use this illustration to show what is, and isn’t, important to customers.
• 9.
  Charles Revon’s quoteforms the core of JTBD thinking. JTBD isn’t about doing things, it’s about making a positive change — i.e. to make progress.
• 10.
  Upgrade your customers
• 11.
  A key tomotivating customers to buy what we are offering
• 13.
  In marketing, there’sa famous analogy about a drill...
• 14.
  “People don’t wanta quarter inch drill...” Theodore Levit: An American economist and professor at Harvard Business School.
• 15.
  “People don’t wanta quarter inch drill... they want a quarter inch hole” Theodore Levit: An American economist and professor at Harvard Business School.
• 17.
  Drill competitors
• 21.
  What jobs areyou hiring this product to do?
• 22.
  ★ Screw driving ★Masonry drilling ★ Impact driver ★ Feel professional ★ Quality buyer ★ Lend to friends ★ Faster than by hand ★ I can build a house with this!
• 23.
  Functional Personal Social Emotionaljobs
• 24.
  Functional Personal Social ●Fixing cupboards ● Shelves on the wall ● Faster screw driving ● Shelves on brick walls ● Hanging up a picture Emotional jobs
• 25.
  Functional Personal Social ●Fixing cupboards ● Shelves on the wall ● Faster screw driving ● Shelves on brick walls ● Feel like the provider ● Get the “honey do” jobs done ● Add to my branded collection ● Accomplishment of building stuff Emotional jobs
• 26.
  Functional Personal Social ●Fixing cupboards ● Shelves on the wall ● Faster screw driving ● Shelves on brick walls ● Feel like the provider ● Get the “honey do” jobs done ● Add to my branded collection ● Accomplishment of building stuff ● My wife is happy that the shelves are fixed ● I can lend it to my friends ● Seem like I know what I’m doing ● Seen as a buyer of quality products Emotional jobs
• 27.
  The milkshake story
• 28.
  https://www.youtube.com/watch?v=1SfUsSyGWJ8
• 30.
  The switch
• 31.
  People switch toget a Job done better
• 37.
  Find new buyerswho just made the switch in the journey ★ Expose recent, rich, deep, emotional stories ★ Not user focus groups - “what we do” and “what we think we do” are different
• 38.
  Find the “SwitchingMoment” in the journey ★ Find moments there is an explicit choice to hire a new solution (Not habitual buying / impulse / novelty purchase)
• 39.
  PUSH of the present PULL Ofthe new solution New behavior Current behavior
• 40.
  PUSH of the present PULL Ofthe new solution New behavior Current behavior “My current way just doesn’t cut it anymore” “This new way looks pretty good!”
• 41.
  PUSH of the present PULL Ofthe new solution ANXIETY Of the new solution OLD HABIT Of the present New behavior Current behavior “My current way just doesn’t cut it anymore” “This way looks pretty good!”
• 42.
  PUSH of the present PULL Ofthe new solution ANXIETY Of the new solution OLD HABIT Of the present New behavior Current behavior “My current way just doesn’t cut it anymore” “This way looks pretty good!” “There’s things holding me back from changing” “I’ve got a few concerns about this way”
• 43.
  Push+Pull > Habit+Anxiety = Newbehavior
• 44.
  That’s nice, what areasshould I market in?
• 45.
  Exercise Honey, Let’s buya cabin!
• 46.
  Exercise pt 1/3 Honey,Let’s buy a cabin! Passively Looking Actively Looking Deciding Consuming First thought Event 1 Event 2 Buying Experience
• 47.
  Exercise pt 1/3 Mapthe journey Passively Looking Actively Looking Deciding Consuming First thought Event 1 Event 2 Buying Experience Vis f i d ca Mis g s e d fa y e Tal t f i d Do s o l se h Gro g di t ac wi c n si i n Go s ab vi g Tal t k In i s en an m fo fir s i r
• 48.
  Exercise pt 1/3 GO! PassivelyLooking Actively Looking Deciding Consuming First thought Event 1 Event 2 Buying Experience
• 49.
  Exercise pt 2/3 MapPush+Pull vs Anxiety+Habit Passively Looking Actively Looking Deciding Consuming First thought Event 1 Event 2 Buying Experience Can I ff r it? Wha t ba s n ? It’s i n h Nor an d e Al he n ar el ! So m c fa y e! Is i n o be t co c y? I co s e t e b ow s ! Pro Nor an!
• 50.
  Exercise pt 2/3 GO! PassivelyLooking Actively Looking Deciding Consuming First thought Event 1 Event 2 Buying Experience
• 51.
  Exercise pt3/3 Share time!
• 52.
  Now you candesign a marketing strategy ★ Understand the job(s) your product is really solving ★ Context of moment ★ What contributes to the switch ★ Where the switch happens ★ Where to give reassurances for anxieties + old habits ★ Where to promote pushes and pulls
• 54.
  Surveys
• 55.
  Surveys - Thegood ★ Opinions, beliefs, attitudes, values, behaviors, satisfaction, patterns, easy of use, frequency, expectations ★ Quantitative people like them! ★ Fast to get a lot of responses ★ Secure, anonymous, and confidential
• 56.
  Surveys - thebad ★ Can not capture human emotion ★ Can be difficult to get to the root of the issue
• 57.
  NPS score +word cloud
• 58.
  NPS How likely areyou to recommend ______ on a scale from 0 to 10?
• 63.
  A fun example
• 65.
  “Not to beused as a juicer.”
• 66.
  "My juicer isnot meant to squeeze oranges, it is meant to start conversations" Philippe Starck
• 67.
  Thanks! Further Reading https://jtbd.info/ http://www.whencoffeeandkalecompete.com/ https://jtbd.info/know-the-two-very-different-interpretations-of-jobs-to-be-done-5a18b748bd89 http://noahc.me/Value%20Proposition%20Design.pdf paul@whereby.com