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It is an approach to developing products based on understanding both the customer’s specific goal or “job,” and the thought processes that would lead that customer to “hire” a product to complete the job.
“Jobs-to-be-Done Theory provides a framework for defining, categorizing, capturing, and organizing all your customers’ needs” – Tony Ulwick
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Before understanding what the customer actually wants, we must first understand who the customer is.
You need to define a few cases: for what job your product is hired for, why it got fired, and why your customer switched to another solution.
If you understand why customers make the choices they do, Innovation would always be predictable, Business Success will not be guesswork.
We have always known that the major cause of failed products and services stems from misalignment with customer needs and preferences.
With extensive knowledge on how to use the Jobs-to-be-done framework, Businesses and teams will be able to :
Remember that people buy products and services to get jobs done; and while products come and go, the underlying job-to-be-done does not go away.
You want to study customers and find out what they are trying to accomplish especially under circumstances that leave them with insufficient solutions.
What jobs will you prioritize as relevant and need urgent attention?
What will a successful outcome look like for your customer? list out expectations and measure success based on the outcome? The four types of outcome expectations are:
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Jobs to be done is an important form of business problem solving and user centred design
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