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Summary
The concept of jobs to be done (JTBD) provides a lens through which we can understand value creation. You’re probably familiar with the basic principle: people “hire” products and services to accomplish an objective. By providing a language for discovering problems independent of solutions, JTBD helps organizations identify new opportunities for growth, get aligned, and make human-centered decisions. JTBD provides a lingua franca to shift your collective mindset. In this talk, we’ll look at some of the core concepts of JTBD and how you can unleash human-centered insights across your company, from product to marketing to sales and more. We will also be doing a collaborative exercise during the call, focused around recently submitted proposals for the upcoming Design at Scale conference (formerly known as Enterprise Experience.)
Key Insights
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Jobs-to-be-Done is a market innovation framework, not just a design methodology.
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Customer Journey Maps focus too much on the seller's narrative, while Job Maps focus on the customer's true objectives.
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Understanding the job to be done provides a clearer path to developing products that genuinely meet customer needs.
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Jobs-to-be-Done encourages normalization of insights for better analysis and product development.
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A good product helps customers achieve their objectives, which predicts adoption rates.
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Combining JTBD with empathy creates a more robust innovation process.
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JTBD can align different organizational teams towards a common goal, breaking down silos.
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The framework allows for a structured understanding of human behavior across a broad range of methods.
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Empathy and emotional elements can enrich JTBD insights when applied appropriately.
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JTBD emphasizes the importance of observing actual customer behavior to identify their needs effectively.
Notable Quotes
"Jobs-to-be-Done gives us a language to look at ends independent of means."
"It's about understanding human behavior and finding patterns."
"When you look at what people want to achieve, technology and products fall away from the analysis."
"The emphasis should be on the outcomes that people desire from their experiences."
"Empathy should enhance not replace the understanding of functional objectives."
"This isn't just a design method; it's a comprehensive approach to market innovation."
"Your product is merely a means to help customers achieve their end goals."
"JTBD provides a stable and clear unit of analysis for innovation efforts."
"By focusing on Job Maps, we can free ourselves from assumptions and biases."
"Understanding the job helps create solutions that resonate with customer needs."
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