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 jobs they should solve, they are empowered to make better decisions.
  • Aligning and inspiring the organisation. Employees gain a better understanding of the organisation's value and purpose.

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How Twitter Applied the “Jobs to Be Done” Approach to Strategy

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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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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 by the products they sell or by an inward-looking characteristic such as its business model or capability. They answer the question of what business they are in in a myopic way that obscures the realities around them, leading to missing emerging threats and opportunities.

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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 higher-level jobs to consider for strategic prioritisation. 

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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 assessed how they connected to one of the priority jobs. If it didn't connect, the product was removed from the roadmap.

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"Defining an organization from the perspective of the customer jobs it exists to solve often leads to valuable new insights about the competitive environment, risks, and opportunities, while expanding the possibilities for growth and innovation."

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How Twitter Applied the “Jobs to Be Done” Approach to Strategy

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Customer-Centric Marketing

Customer-centric marketing is an approach to marketing that prioritizes the wants and needs of the customer over any other factor in regards to their interests.

Although their goal is to grow their business, customer-centric marketing shows us that they will be able to grow while at the same time ensure that their product or service can improve some aspect of the customers' work or life.

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How to Build a Winning Customer-Centric Marketing Strategy - Help Scout

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A good customer experience is essential

Competition for brand recognition is fierce. While digital-native newcomers with their tech-savvy, direct-to-consumer approaches enter with ease, the traditional retailers are struggling.

A big part of the problem is the inability to connect with customers. One PwC consumer survey showed 73 per cent of respondents valued customer experience. The same survey showed that consumers are willing to pay up to 16 percent price premium for a superior experience.

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How to stand out in a crowded marketplace

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