![]() With a talented sales team, and a generous marketing campaign, the units got lots of traffic but sales were low. They were priced appropriately to appeal to downsizers - retirees and divorced single parents, who were the target persona. Bob Moesta was charged with helping boost sales of new condominiums. There are so many anecdotes similar to “how people don’t want a drill, they want a quarter-inch hole”, that this article would be incomplete without one such mention. So when you’re thinking about competitors, it’s best to ignore product categories and instead ask yourself who else is fighting for that same job. If a business knows that customers are choosing their pizza because they only have 5 minutes to spare, they will understand that their real competitors may not be other pizzerias but maybe a Snickers bar or a hot dog cart around the corner. That is why the circumstances weigh more than the customer characteristics. Rather than figuring out what products people use based on “personas”, the framework helps understand the “why” behind the purchase and the intended outcome they are trying to achieve. It uncovers the struggling moments, the push and pulls behind purchase decisions, attachments to existing solutions, competitors, and complementary products. The real value of the framework lies in reframing customer discovery. A ‘job to be done’ is a problem or an opportunity that a customer is trying to solve or pursue in a given circumstance by hiring a product. Great products are built around solving problems. Make sure you define the correct context, Job, and desired outcome by following this structure: When I_ I want to _ So I can _.Frameworks act as mental models, especially helpful when your job is as multifaceted as a Product Manager. Now that you've found the Job with the most growth and transformative potential, you can write it all down in the "Main JTBD" slot. Hint: You want your ultimate JTBD to be in the upper right corner. To do so, ask yourself: "Is this Job going to make my customer grow?" and "Will this Job be able to transform my customer's life?" The goal is to make sure that the prime Job you want your customer to solve can make them grow and/or change. If you're still struggling to find the "right" one, an excellent way to decide is using this "potential" matrix. Potential Matrix: By now, you've probably realized what your biggest JTBD is. Identifying Customer Jobs: Write down your most valuable insights as Job Statements.ĥ. Your Customer Job will most likely be needing to solve one or both of these areas.Ĥ. Pro Tip: Categorize your insights in functional and emotional. Paste all of them in different sticky notes. Then ask yourself, "What do these answers have (or what do they not have) in common?" This will help you pinpoint the most valuable insights extracted from the interviews. Categorizing Insights: Compare and contrast all the responses. □ Bundle them if they contain repetitive answers or are referring to the same thingģ. Pro Tip: Categorize your items in "context" and "contrast" to make sure you are helping your customer reveal value. How do you understand what customers do and don’t value in a solution? What do your consumers consider as competition?ī. What exactly is the Job your customer is hiring you to do?ī. Begin by writing down all of the ways you can phrase the following questions:Ī. Customer Interview Prep: Focus on asking the right questions. ![]() You can use it by following the steps below:ġ. So, we decided to end all PMs suffering and develop a template to help teams find out what their customer’s ultimate JTBD is. Because for a JTBD to be truly useful, your customer must grow and perceive a change at the end of the business. It's about discovering who your customer wants to be at the end of your solution. It's not just about finding out which words fit best in a "When… I want to… So I can…" format. Many Product Managers struggle to find a Customer Jobs that can help them in their Product Development because they fall short of understanding its true meaning. Unfortunately, discovering your JTBD is easier said than done. But The Jobs To Be Done Framework (JTBD, for short) is different. ![]() No Product Management method is universally going to get you out of trouble.
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