<aside> ‼️ A Job To Be Done is the process a consumer goes through whenever she aims to transform her existing life-situation into a preferred one but cannot because there are constraints that stop her.
It should not describe an action but rather what someone is trying to achieve, the action is only a means to get there.
A good customer job description includes:
Push (What pushes me to make my situation better)
Struggle (What Am I struggling with)
Job (What am I trying to do)
Pull (What needs to happen to make the solution attractive)
How life is better after Job is done
Example: ”Free me from the stress I deal with when figuring out what products won’t harm my children, so I can have more time to enjoy being a parent”
Now it’s our job to find the solution that best addresses the JTBD
Principles
Customers don’t want your product or what it does; they want help, making their lives better
People have Jobs, things don't
Competition is defined in the minds of customers and they use progress as their criterion
When customers start using a solution for a JTBD, they stop using something else
Innovation opportunities exist when customers exhibit compensatory behaviors (they put up with a shitty solution or cobble together their own)
Favor progress over outcomes and goals
Progress defines value; contrast reveals value
Solutions for Jobs deliver value beyond the moment of use
Producers, Consumers, solutions and jobs should be thought of as parts of a system that work together to evolve markets
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[What’s our assumption of what the problem is? What’s our product idea?]
[On a scale from 0 to 10 how much of a pain is this?]
[What do people currently do or have considered doing to solve the JTBD]
[What do people value in the competition]
[Contrast the competitors against each other, what’s different?]
[What trigger made them want to make progress in this area?]
[If they start using our “solution” what do they stop using. Are they paying for their current solution and if so, how much?]
[Write down the JTBD in the form of “Help me do x, so that y happens” or similar (not a rule)]
If you had a magic wand and could instantly X
, how would that change your life?