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Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Berlin #6

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Martin Jordan
Martin Jordan

How do you link the Jobs-to-be-Done approach to the tools, methods and frameworks you are already using? After investigating the JTBD framework, the timeline, the four motivational forces and the retrospective interview technique, we spent an evening discussing the connections and possible integrations with related fields and disciplines, including: • Value creation (marketing) • Value proposition canvas & business model canvas (business design & modelling) • Market segmentation (marketing) • How might we questions (design thinking & ideation) • Customer journey map (service design & development)

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Jobs-to-be-Done Meetup Berlin #6: Integrating JTBD into existing tools & frameworks SI Labs — June 23, 2015 Andrej Balaz Hannes Jentsch Martin Jordan Tor L. Bollingmo
Where Kindly supported by
Why Sharing experiences among JTBD practitioners
What Understanding why people are switching from one product to another —and the outcomes they want to achieve
Intro What’s your name? What’s your background? What are your hopes for the evening?
Warm-up Which product or service did you start using recently? What ‘jobs’ is it doing for you? What does it replace?
People don’t want to buy a quarter-inch drill. They want a quarter-inch hole! — Theodore Levitt, American economist http://hbr.org/web/special-collections/insight/marketing-that-works/ marketing-malpractice-the-cause-and-cure “ ”
History Theodore Lewitt et al. GENERATION 0 Anthony Ulwick Clayton Christensen GENERATION 1 Bob Moesta Chris Spiek GENERATION 2 Alan Klement GENERATION 2.5
Point of View Focusing on the outcomes people want to achieve, problems solved and tasks get done
Rule of the evening Raise your hand to intervene
Recap of recently discussed tools & methods
Job statement e.g. ‘Clean clothes quickly’ or ‘Manage personal finances at home’ Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
Emotional / personal jobs Functional jobs Social jobs Kinds of jobs Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
Timeline First thought Event 1 BUY Event 2 Passive looking Active looking Deciding Consuming Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
PUSH PULL HABIT ANXIETY FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Forces of progress Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
WEAK SIGNAL BETTER PRICE KEEP NUMBER? DIRECT WITHDRAWAL Changing mobile carrier FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
Interview Retrospective interviews after purchase or usage to uncover jobs, events, forces Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
Integrating JTBD into other tools and frameworks
Value creation Value in exchange Value in use Value in achievement Resource: Bettencourt, L. A., Lusch. R. F., Vargo, S. L. (2014): A Service Lens on Value Creation: Marketing’s Role in Achieving Strategic Advantage. California Management Review, 57 (1 | Fall), 44-66.
Value Proposition Canvas Jobs Gains Pains Resource: Osterwalder, A., Pigneur, Y. , Bernarda, G., Smith, A. (2014): Value Proposition Design: How to Create Products and Services Customers Want. Hoboken, NJ: Wiley.
Market segmentation By customer demographics © SINUS Soziale Lage Grund- orien erung Untere Mi elschicht / Unterschicht 3 Mi lere Mi elschicht 2 Oberschicht / Obere Mi elschicht 1 Tradi ons- verwurzelung "Festhalten" Modernisierung / IndividualisierungTradi on Neuorien erung Modernisierte Trad n "Bewahren" Lebensstandard, Status, Besitz "Haben & Genießen" Mul op onalität, Beschleunigung, Pragma smus "Machen & Erleben" Selbstverwirklichung, Emanzipa on, Authen zität "Sein & Verändern" CBA Explora on, Refokussierung, neue Synthesen "Grenzen überwinden" Sinus C1 Milieu der Performer 7% Sinus C12 Expedi ves Milieu 7% Sinus BC23 Hedonis sches Milieu 15% Sinus B1 Liberal-intellektuelles Milieu 7% Sinus AB12 Konserva v- etabliertes Milieu 10% Sinus AB23 Tradi onelles Milieu 14% Sinus B23 Bürgerliche Mi e 14% Sinus B3 Prekäres Milieu 9% Sinus C2 Adap v- pragma sches Milieu 9% Sinus B12 Sozialökologisches Milieu 7% By customer jobs Job #1 Job #2 By product & service offering A B C D E F G Resource: Christensen, C. M., Anthony, S. D., Berstell G., Nitterhouse, D. (2007): Finding the Right Job For Your Product. MIT Sloan Management Review. Boston, MA.
Customer Journey Map Phase 1 Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 5 CONTEXT Woke up too late that morning TOUCHPOINT Urban navigation app WANTED OUTCOME Discovering the best option to get to work fast UNWANTED OUTCOME Wasting more time with searching for options FUNCTIONAL JOB Finding the fastest way to get to work EMOTIONAL JOB Regaining control of the situation SOCIAL JOB Letting my colleagues know when I will arrive at work Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for – Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany
How might we … ? Transforming a job story… When I want to So I can Situation Need Goal Resource: Klement, A. (2013): Replacing The User Story With The Job Story. Retrieved June 20 from https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27.
How might we … ? When I am on my island round trip where I travel with a lot of stuff in a small backpack and only unreliable connection to the Internet I want to easily pick photos I took that day and sync them whenever connected to a WiFi So I can I can share my photos with friends and family.
How might we … ? When I want to So I can I am on my island round trip where I travel with a lot of stuff in a small backpack and only unreliable connection to the Internet easily pick photos I took that day and sync them whenever connected to a WiFi I can share my photos with friends and family. Situation Need Goal
How might we … ? How might we assist Adam who has rarely reliable internet access to easily pick photos and share them so that his friends and family can take part in his adventures? user needinsight situation need goal Resource: IDEO.org (2014): Design Kit – How Might We. Retrieved June 20 from http://www.designkit.org/methods/3.
Further integrations Which tools do you use? Where do you see potential for a JTBD integration?

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Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Berlin #6

  • 1. Jobs-to-be-Done Meetup Berlin #6: Integrating JTBD into existing tools & frameworks SI Labs — June 23, 2015 Andrej Balaz Hannes Jentsch Martin Jordan Tor L. Bollingmo
  • 4. What Understanding why people are switching from one product to another —and the outcomes they want to achieve
  • 5.
  • 6. Intro What’s your name? What’s your background? What are your hopes for the evening?
  • 7. Warm-up Which product or service did you start using recently? What ‘jobs’ is it doing for you? What does it replace?
  • 8. People don’t want to buy a quarter-inch drill. They want a quarter-inch hole! — Theodore Levitt, American economist http://hbr.org/web/special-collections/insight/marketing-that-works/ marketing-malpractice-the-cause-and-cure “ ”
  • 9. History Theodore Lewitt et al. GENERATION 0 Anthony Ulwick Clayton Christensen GENERATION 1 Bob Moesta Chris Spiek GENERATION 2 Alan Klement GENERATION 2.5
  • 10. Point of View Focusing on the outcomes people want to achieve, problems solved and tasks get done
  • 11. Rule of the evening Raise your hand to intervene
  • 12. Recap of recently discussed tools & methods
  • 13. Job statement e.g. ‘Clean clothes quickly’ or ‘Manage personal finances at home’ Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
  • 14. Emotional / personal jobs Functional jobs Social jobs Kinds of jobs Resource: Silverstein, D., Samuel, P. (2012): The Innovator's Toolkit. Hoboken, NJ: Wiley.
  • 15. Timeline First thought Event 1 BUY Event 2 Passive looking Active looking Deciding Consuming Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
  • 16. PUSH PULL HABIT ANXIETY FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Forces of progress Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
  • 17. WEAK SIGNAL BETTER PRICE KEEP NUMBER? DIRECT WITHDRAWAL Changing mobile carrier FORCES PROMOTING A NEW CHOICE FORCES BLOCKING CHANGE Business as usual New behaviour Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
  • 18. Interview Retrospective interviews after purchase or usage to uncover jobs, events, forces Resource: Spiek, C., Moesta, B. (2014): The Jobs-to-be-Done Handbook. Seattle, WA: CreateSpace.
  • 19. Integrating JTBD into other tools and frameworks
  • 20. Value creation Value in exchange Value in use Value in achievement Resource: Bettencourt, L. A., Lusch. R. F., Vargo, S. L. (2014): A Service Lens on Value Creation: Marketing’s Role in Achieving Strategic Advantage. California Management Review, 57 (1 | Fall), 44-66.
  • 21. Value Proposition Canvas Jobs Gains Pains Resource: Osterwalder, A., Pigneur, Y. , Bernarda, G., Smith, A. (2014): Value Proposition Design: How to Create Products and Services Customers Want. Hoboken, NJ: Wiley.
  • 22. Market segmentation By customer demographics © SINUS Soziale Lage Grund- orien erung Untere Mi elschicht / Unterschicht 3 Mi lere Mi elschicht 2 Oberschicht / Obere Mi elschicht 1 Tradi ons- verwurzelung "Festhalten" Modernisierung / IndividualisierungTradi on Neuorien erung Modernisierte Trad n "Bewahren" Lebensstandard, Status, Besitz "Haben & Genießen" Mul op onalität, Beschleunigung, Pragma smus "Machen & Erleben" Selbstverwirklichung, Emanzipa on, Authen zität "Sein & Verändern" CBA Explora on, Refokussierung, neue Synthesen "Grenzen überwinden" Sinus C1 Milieu der Performer 7% Sinus C12 Expedi ves Milieu 7% Sinus BC23 Hedonis sches Milieu 15% Sinus B1 Liberal-intellektuelles Milieu 7% Sinus AB12 Konserva v- etabliertes Milieu 10% Sinus AB23 Tradi onelles Milieu 14% Sinus B23 Bürgerliche Mi e 14% Sinus B3 Prekäres Milieu 9% Sinus C2 Adap v- pragma sches Milieu 9% Sinus B12 Sozialökologisches Milieu 7% By customer jobs Job #1 Job #2 By product & service offering A B C D E F G Resource: Christensen, C. M., Anthony, S. D., Berstell G., Nitterhouse, D. (2007): Finding the Right Job For Your Product. MIT Sloan Management Review. Boston, MA.
  • 23. Customer Journey Map Phase 1 Job-to-be-Done: Getting to work on time Hired solution: Car sharing service – Previously undiscovered touchpoint Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 5 CONTEXT Woke up too late that morning TOUCHPOINT Urban navigation app WANTED OUTCOME Discovering the best option to get to work fast UNWANTED OUTCOME Wasting more time with searching for options FUNCTIONAL JOB Finding the fastest way to get to work EMOTIONAL JOB Regaining control of the situation SOCIAL JOB Letting my colleagues know when I will arrive at work Resource: Jentsch, H., Jordan, M. (2015): Understanding the jobs your service is hired for – Combining service design methods with the Job-to-be-Done framework. Touchpoint 7/2, Cologne, Germany
  • 24. How might we … ? Transforming a job story… When I want to So I can Situation Need Goal Resource: Klement, A. (2013): Replacing The User Story With The Job Story. Retrieved June 20 from https://medium.com/the-job-to-be-done/replacing-the-user-story-with-the-job-story-af7cdee10c27.
  • 25. How might we … ? When I am on my island round trip where I travel with a lot of stuff in a small backpack and only unreliable connection to the Internet I want to easily pick photos I took that day and sync them whenever connected to a WiFi So I can I can share my photos with friends and family.
  • 26. How might we … ? When I want to So I can I am on my island round trip where I travel with a lot of stuff in a small backpack and only unreliable connection to the Internet easily pick photos I took that day and sync them whenever connected to a WiFi I can share my photos with friends and family. Situation Need Goal
  • 27. How might we … ? How might we assist Adam who has rarely reliable internet access to easily pick photos and share them so that his friends and family can take part in his adventures? user needinsight situation need goal Resource: IDEO.org (2014): Design Kit – How Might We. Retrieved June 20 from http://www.designkit.org/methods/3.
  • 28. Further integrations Which tools do you use? Where do you see potential for a JTBD integration?