Learn more about strategy with this collection
How to create customer-centric strategies
The importance of empathy in customer success
The impact of customer success on business growth
The "jobs to be done" approach
The "jobs to be done" approach defines a business from the perspective of what brings value to a customer. A job can be a problem to solve ("repair my car") or a goal ("get into college"). When there is a job to be done, people are motivated to find products, services, or experiences to perform those jobs.
For example, Twitter is using this strategy by focusing on its three core jobs: news, discussion, and helping people get paid.
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Understand the full set of jobs
A company should recognise the full set of jobs they are hired for. This information can be collected by gathering insights from customer interviews, observations of how people engage with your company, and data gathered from website usage.
The list of specific jobs can be separated into hi...
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Benefits of the jobs-to-be done approach
- Expanding strategic options and innovation. Jobs viewed from a customer's perspective allows for strategic development, reveals the real competition, and opens up growth opportunities.
- Investing in what matters most. When employees understand what jo...
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How companies define themselves
How an organisation defines its business will impact everything it does - what customers it serves, how it serves them, who are its competitors, what it considers as external forces, what strategies it uses, and how it innovates.
However, companies often define themselves b...
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Communicate results and allocate resources
Once the jobs to focus on has been prioritised, the results are communicated throughout the company. It can provide a mechanism for allocating resources.
For example, when Twitter identified the strategic jobs, all product groups and teams reviewed their current product roadmaps and ass...
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What Is Jobs To Be Done Theory
JOBS-TO-BE-DONE is a perspective — a lens through which you can observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make innovation far more predictable and profitable.
- Markets aren’t defined around products, but groups of people trying t...
How To Write A Jobs To Be Done Statement
"Help me brush my teeth in the morning” is not a great example of a Job to Be Done statement.
It infers an existing solution (a toothbrush) and there’s only so far you’ll be able to expand your thinking within that bubble.
It's a valid approach to designing innovations that i...
The desire to help others
If you jump in too quickly or too often, you can become a target for ever-expanding requests that prevent you from meeting your bigger goals.
Develop an awareness of why people beat a path to your door. Is it because you represent the route of least resistance? If ...
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