The 5 Key Tenets Of Jobs To Be Done Theory - Deepstash
The 5 Key Tenets Of Jobs To Be Done Theory

The 5 Key Tenets Of Jobs To Be Done Theory

People buy products and services to get a “job” done.

Jobs are functional, with emotional and social components.

  • A Job-to-be-Done is stable over time, customer needs don't change - only evolve.
  • A Job-to-be-Done is solution agnostic.
  • A deep understanding of the customer’s “job” makes marketing more effective and innovation far more predictable.
  • People want products and services that will help them get a job done better and/or more cheaply
  • People seek out products and services that enable them to get the entire job done on a single platform

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Jobs to be done is an important form of business problem solving and user centred design

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MORE IDEAS FROM The Core Tenets of Jobs-to-be-Done Theory

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 to get a job done.
  • Customers aren’t buyers, they are job executors.
  • Competitors aren’t just companies that make products like yours, they are any solution used to get the job done.
  • Customer segments aren’t based on demographics or psychographics, they are based on how customers struggle differently to get a job done.

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RELATED IDEA

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 impact customer satisfaction in the near-term. But it will not lead to disruptive new products and services.

For more innovative product design and more 'aha' moments we could use:

“Keep my teeth healthy.”

This is people focused - the same problem people faced hundreds of years ago, face today, and hundreds of years from now. 

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Jobs to be done is a leading way of writing user and business problems, and when done right it can feed into agile product development, by linking the customer need to the feature.

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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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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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