One person talks and tells a story of the last big purchase they made that they’re happy with. I regularly run workshops where I ask participants to answer the question ‘What is value?’ and divide them up into pairs. Don’t build better cameras - build better photographers.” This quote from Kathy Sierra perfectly illustrates JTBD thinking: They are looking for something that helps to improve their current situation. JTBD Is About Progress For Your CustomersĬustomers care about your product to the extent it grants progress in their lives. If they had kept focusing on customer attributes, they would have never figured out this job of a milkshake for the customer. The milkshake sales increased dramatically. “A milkshake keeps you full till 10 o’clock while being easy to consume in a car and keeping you occupied during the commute.”īy understanding the JTBD of the milkshake, the company decided to make it thicker so it could keep commuters occupied for even longer. A Snickers bar seems the perfect alternative but does not last long enough to keep you occupied in the car.īy doing JTBD interviewing, researchers discovered the following job the milkshake was hired to do: But bagels are dry, and it is difficult (and dangerous!) to add cream cheese while driving. A bagel with cream cheese would keep you full long enough. Why did they hire a milkshake for the job instead of bananas, bagels, or Snickers?Ī banana is easy to eat in a car but does not stave off hunger till 10 AM in the morning. The researchers discovered that around half of all milkshakes were bought early in the morning by commuters who traveled by car. How does the product help customers to level up in some aspect of their lives? This question shifts the perspective from what the product should do to what the customer wants to achieve. Researchers then shifted their attention from the customer attributes to what the customer was trying to accomplish by asking the following question: Many experiments were performed based on customer attributes to improve sales, and all failed. Their research focused on demographics and the different characteristics of customers. He tells the story of a big fast-food company that performed research to discover how to increase milkshake sales. Clayton Christensen popularized Jobs-To-Be-Done in his book Competing Against Luck. But how do we know what’s the right thing to add or change in our product?Įnter the realm of Jobs-To-Be-Done (JTBD). We focus on what the product should be capable of doing. ![]() In my experience, at most companies, we often spend a lot of time talking about our product and the features it needs to succeed. Let's start by talking what JTBD is and why it is important. I will use the JTBD framework to interpret and capture the results of the interview. Summarize and discuss a real-world JTBD interview where they talked to a customer who purchased a mattress. Why it’s crucial to talk to customers to unearth the real JTBDs of your product.
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