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Essential product management skills
How to work effectively with cross-functional teams
How to identify and prioritize customer needs
Upgrade your user, not your product. Don’t build better cameras — build better photographers.
KATHY SIERRA
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80 reads
What is Jobs to be Done
Jobs to be Done is a theory of consumer action. It describes the mechanisms that cause a consumer to adopt an innovation.
A Job to be Done is the process a consumer goes through whenever she aims to change her existing life-situation into a preferred one, but cannot because there are constraints that stop her.
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Why use Jobs to be Done?
If you understand the job a consumer aims to complete and the process they are going through, it will make designing the product they need clearer.
Consumers don't buy the product, they buy the outcome the product will help them achieve and JTBD helps in understanding the outcome, the motivation to achieve the outcome and the obstacles preventing consumers from doing so no.
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JTBD is not a task or activity
Let's look at "store and retrieve music" or "listen to music".
Store and retrieve music - these are tasks, describing how you use a product or what you do with it.
Listen to music - that's an activity that depends on the context. Someone listening to music so she can maintain his motivation during a workout others are going to the opera to listen to music.
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Job to be Done describe the “better me.”
It answers the question, “How are you better since you started using [product X]?
Psychologist Albert Bandura described humans as “proactive, aspiring organisms”.
JTBD carries this idea into markets, claiming that we buy and use things to improve ourselves, to make progress. If you’re not describing a Customer Job in terms of progress, you’re probably describing something else.
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