TheRe-WiredGroup

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Jobs-To-Be-Done:Innovation from the Customer’s Perspective

Presenter:Date:Location:

Bob Moesta & Chris Spiek | Partners | The Re-Wired Group | July 25th, 2013Cambridge, UK

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…they want a quarter-inch hole!"

“People don't want to buy a quarter-inch drill…

The SOLUTION(WHAT)

The JOB

(WHY)

The premise is simple: customers don't just buy products They "hire" them to do a job.

What is a Job-To-be-Done?

April 8, 2023 © Copyright 2013 The Re-Wired Group

JTBD Method

Product Language – Features & Benefits Job Language – Outcomes & Value

- Theodore LevittHarvard Business School

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Understanding the criteria customers apply in choosing between solutions

“Make me efficient at my work”

FUNCTIONAL

“Convey my professional status”

SOCIAL

“Make me confident that I can get the job done”

EMOTIONAL

“Help me perform likea professional”

JOB

April 8, 2023 © Copyright 2012 The Re-Wired Group

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April 8, 2023

Find the “Switching Moments”

• Find moments where there is an EXPLICIT CHOICE (The Big Hire) to a new solution (Not Habitual Buying; “Impulse” purchase; Variety/Novelty;)

© Copyright 2012 The Re-Wired Group

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Understand the Tradeoffs

• We only talk to people who have switched “recently” to get deep, real and rich stories (not espoused behavior and aspirations you get in focus groups) – “What we do and what we think we do, are very different”

April 8, 2023 © Copyright 2012 The Re-Wired Group

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Dig into the details and frame the JTBD

• Use a “Colombo” or “Holmes” type of approach to story telling; recreate the scene of the crime, connecting the dots, checking your logic and deducing the job

April 8, 2023 © Copyright 2012 The Re-Wired Group

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Dig into the details and frame the JTBD

April 8, 2023 © Copyright 2012 The Re-Wired Group

Emoti

onal

Ene

rgy

(Pus

h)

PUSHMeeting w/ Boss

Timeline

PUSHOnly 2 Weekends Left

“Dig” into functional, emotional, social “hotspots” – find the energy of the switch;

What was pushing them to make progress? What was pulling them to a new solution?What holding them back?

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2 Key JTBD Tools

• The #JTBD Timeline• #JTBD Forces Diagram

April 8, 2023 © Copyright 2012 The Re-Wired Group

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#JTBD Timeline

April 8, 2023 © Copyright 2012 The Re-Wired Group

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Satisfaction

Buying

Consuming

Deciding

Event #2

Event #1

Active Looking

Passive Looking

First Thought

“Looking Back” & Satisfaction

“Going in” Or

“Finished”Or Experienced

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#JTBD Forces Diagram

April 8, 2023 © Copyright 2012 The Re-Wired Group

Push of the Situation Magnetism of New Solution

Habit of the Present Anxiety of the New Solution

Jan

e D

oe

Two Forces Promote a New Choice

Two Forces Block Change

Attraction of relevant newsProblem solving – Make it better

The tug of historical allegiances Uncertainty surrounding a new choice

ConceptOf New Way

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New Behavior“Business

as Usual”