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J O B S - T O - B E - D O N E
*****************DRAFT*****************
What is JTBD?
How to use JTBD
“Customers are not buying your products. They are hiring them to get a job done.”
Clay Christensen
JTBD
Struggle with the JTBD causes a purchase.
Success vs. Failure
No market need.
“The degree to which needs were fully understood.”
David Garvin
Satisfy customer needs better than competitors in a market.
What is a customer need?
No agreement on needs.
95%
Satisfy customer needs better than competitors in a market.
What is a market?
Market = product price * buyers.
Phillip Kotler Marketing Management
Traditional Definition
$30 billion iPod market = $150 times 200 million.
iPod Market in 2007
$30 billion iPod market?2007 2015“iPod” Failure
X
-30%
33%
95%
158%
220%
06Q1 06Q3 07Q1 07Q3 08Q1 08Q3 09Q1 09Q3 10Q1 10Q3 11Q1 11Q3
Growth rate of iPod Sales Source: Apple Quarterly Reports
0%
There is no “iPod” market
Customers don’t want iPods any more than they want LPs, cassettes, or CDs.
JTBD: Create a mood with music2007 2015Cellular Streaming
1984 2001Optical Hard Drive
“Customers don’t want a quarter-inch drill, they want a quarter-inch hole.”
Theodore Levitt
Consumers don’t want nav apps, they want to get to a destination on time.
1996 20081915 1960Maps Radio GPS Apps
Surgeons don’t want stents, they want to restore artery blood flow.
1986 20021800 1964Amputation Balloon Stent DE Stent
New Parents don’t want an online store, they want to find a solution to a JTBD.
1969 19941850 1900Department Catalog Discount Online
New Parents don’t want an online store, they want to get a baby to sleep.
1969 19941850 1900Department Catalog Discount Online
JTBDs are stable over time.
“I very frequently get the question: ‘What’s going to change in 10 years?’”
Source: inc.com
Jeff Bezos
“What's not going to change in the next 10 years.”
Source: inc.com
Jeff Bezos
Three types of JTBDs
Functional A goal to achieve
Three types of JTBDs
Functional A goal to achieve
Emotional Feelings
Perceptions
Three types of JTBDs
Functional A goal to achieve
Emotional Feelings
Perceptions
Consumption Purchase Interface
Three types of JTBDs
Functional A goal to achieve
Emotional Feelings
Perceptions
Customer Experience
Consumption Purchase Interface
Emotional Anxiety about being
a good parent
Functional Get a baby to sleep
through the night
Emotional Anxiety about being
a good parent
Functional Get a baby to sleep
through the night
Emotional Anxiety about being
a good parent
Consumption Purchase a solution to
get a baby to sleep
Fast, accurate & worry free.
Satisfy customer needs better than competitors in a market.
What is a customer need?
Action a customer must take using a variable to get the job done.
Customer Need
Job Steps
Job Steps
Identify Plan Execute
Assess Revise Conclude
Estimate the departure time Set the route Travel to the
destination
Assess if the destination will be reached on time
Reset the route as needed Park the vehicle
JTBD: Get to a destination on time
Estimate the departure time
Determine how much time to
allow for vehicle preparation
Determine how much time to
allow for atypical travel conditions
Determine how much time to
allow for errands along the way
Set the route Plan the stops Set the departure time
Decide whether or not to make the
drive
Walk to the vehicle
Prepare the vehicle for the
drive
Travel to the destination
Make planned stops along the
way
Assess if the destination will be reached on time
Reset the route as needed Park the vehicle Walk to the
destination
JTBD: Get to a destination on time
Job
Steps
Needs
Action a customer must take using a variable to get the job step done.
Customer Need
Estimate the departure time
Determine how much time to
allow for vehicle preparation
Determine how much time to
allow for atypical travel conditions
Determine how much time to
allow for errands along the way
Set the route Plan the stops Set the departure time
Decide whether or not to make the
drive
Walk to the vehicle
Prepare the vehicle for the
drive
Travel to the destination
Make planned stops along the
way
Assess if the destination will be reached on time
Reset the route as needed Park the vehicle Walk to the
destination
JTBD: Get to a destination on time
Plan the stops
VariableOptimal sequence
Route to stopsOpen times
Plan the stops
ActionDetermine
DetermineDetermine
VariableOptimal sequence
Route to stopsOpen times
Determine the optimal sequence to make planned stops
VariableAction
VariableAction
AccuracySpeed
Determine the optimal sequence
Determine the optimal sequence
Determine the optimal sequence
1. Enter A to B
2. Calculate route
3. Calculate time
4. Enter A to C
5. Calculate route
6. Calculate time
7. Re-plan
8. Repeat for all
Determine the optimal sequence
Accuracy
20%
Speed
5 min
Weakness
Accuracy
20%
Speed
5 min
Accuracy
20%
Speed
5 min
Struggle = slow & inaccurate
Job
6-16 Steps
5-10 Variables
Job
50-100 Needs
JTBD: Get a baby to sleep through the night.
Job Steps
Identify Plan Execute
Assess Revise Conclude
Define the routine that will achieve
the results
Revise the routine as needed
Organize a plan to carry out the
routine
Define the nighttime sleep
schedule
Assess the execution of the
routine
Carry out the routine
Evaluate the impact on the
nighttime sleep schedule
JTBD: Get a baby to sleep through the night.
Action Variable
Determine the number of feedingsDetermine how many hours of sleepAgree on the nighttime schedule
Define the nighttime sleep
schedule
Determine how many feedings the baby should have at night.
VariableAction
Revise the routine as needed
Action Variable
Determine how to alter the routineDetermine what needs to be addedDetermine how well the routine was executed
Determine how to alter the routine as the baby gets older
VariableAction
Customer Struggle: Slow & Inaccurate
What is JTBD?
JTBD is a customer-focused, metric-base method.
Create equity value with less roadmap risk.
How to use JTBD
JTBD: Get a baby to sleep through the night.
Functional Get a baby to sleep
through the night
Emotional Anxiety about being
a good parent
Consumption Purchase a solution to
get a baby to sleep
Functional Get a baby to sleep
through the night
Consumption Purchase a solution to
get a baby to sleep
Consumption Purchase a solution to
get a baby to sleep
JTBD: Get a baby to sleep through the night.
Customer Experience: Speed & Accuracy
Speed: 0:20
Speed: 1:00
Speed: 1:50
Speed: 2:10
Speed: 2:30
“64% of babies lose their pacifier within 30 minutes of falling asleep.”
National Institutes of Healthhttp://www.ncbi.nlm.nih.gov/pubmed/15113636
Speed: 3:00
Speed: 3:00Speed: 3:30
Speed: 3:00Speed: 4:00
Solution: Book
Speed: 5:00
Accuracy: 20%
Consumption Purchase a solution to
get a baby to sleep
Struggle with the JTBD causes a purchase.
Functional Get a baby to sleep
through the night
Consumption Purchase a solution to
get a baby to sleep
Functional Get a baby to sleep
through the night
Define the routine that will achieve
the results
Revise the routine as needed
Organize a plan to carry out the
routine
Define the nighttime sleep
schedule
Assess the execution of the
routine
Carry out the routine
Evaluate the impact on the
nighttime sleep schedule
JTBD: Get a baby to sleep through the night.
Define the routine that will achieve
the results
Revise the routine as needed
Organize a plan to carry out the
routine
Define the nighttime sleep
schedule
Assess the execution of the
routine
Carry out the routine
Evaluate the impact on the
nighttime sleep schedule
Determine how many feedings the baby should have at night.
Define the nighttime sleep
schedule
Determine how to alter the routine as the baby gets older
Revise the routine as needed
Determine how to alter the routine as the baby gets older
Speed Accuracy
Days 20%
Define the routine that will achieve
the results
Revise the routine as needed
Organize a plan to carry out the
routine
Define the nighttime sleep
schedule
Assess the execution of the
routine
Carry out the routine
Evaluate the impact on the
nighttime sleep schedule
App
Define the routine that will achieve
the results
Revise the routine as needed
Organize a plan to carry out the
routine
Define the nighttime sleep
schedule
Assess the execution of the
routine
Carry out the routine
Evaluate the impact on the
nighttime sleep schedule
App
Define the routine that will achieve
the results
Revise the routine as needed
Organize a plan to carry out the
routine
Define the nighttime sleep
schedule
Assess the execution of the
routine
Carry out the routine
Evaluate the impact on the
nighttime sleep schedule
Toys SwaddleMeasuring
Blissful Get your baby to sleep all night in 90 days.
JTBDs: Baby Get a baby to sleep through the night Feed a baby healthy food Ensure good baby hygiene Develop a baby’s brain Develop a baby’s motor skills Entertain a baby
JTBDs: Health & Nutrition Provide healthy meals to a family Provide healthy meals to kids Provide healthy meals for an occasion Lose weight to maintain health Prevent disease while aging Optimize health with a condition
JTBDs: Electronics Create a mood with music Share memories with friends Be entertained by a story Stay up to date on relevant news Learn a new skill for work Secure valuable information
“Customers are not buying your products. They are hiring them to get a job done.”
Clay Christensen
JTBD
J O B S - T O - B E - D O N E
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