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We get it done11/19/2022 ![]() Use the metrics as a baseline against which they can test product ideas and concepts before they are developed.Discover segments of customers with different unmet needs.Quantify which needs are underserved and overserved.With a stable set of “needs” in hand, a company is able to: (See the Medium article, Define Customer Needs As Constants). Since the customer’s job-to-be-done is stable over time, the customer’s needs, when defined as desired outcome statements, are also stable over time. These metrics are the perfect way to think about and define the customer’s “needs.” These need statements, which we call “desired outcomes,” bring predictability to innovation.Ī DESIRED OUTCOME STATEMENT is a specially constructed need statement that has a unique set of characteristics: desired outcomes are devoid of solutions, stable over time, measureable, controllable, structured for reliable prioritization in a quantitative customer survey, and are tied to the underlying process (or job) the customer is trying to get done (see the Medium article, Inventing the Perfect Customer Need Statement and the 2008 MIT Sloan article, Giving Customers a Fair Hearing). With the job map in place, companies can then seek to discover the metrics customers use to measure success as they try to get each step in the job done. Tactically, the core functional job can be broken down into steps using what we call a job map as described in the 2008 Harvard Business Review article, The Customer-Centered Innovation Map. When looking at a market through a jobs-to-be-done lens, customer needs can be discovered by studying the customer’s core functional job as a process. To gain a deep understanding of the customer’s job-to-be-done, a company must be able to discover the customer’s “needs” associated with getting that job done. For example, pass on life lessons to children, repair a torn rotator cuff and prevent a shooter from entering a school, are all jobs-to-be-done. A job-to-be-done could be a task that people are trying to accomplish, a goal or objective they are trying to achieve, a problem they are trying to resolve, something they are trying to avoid, or anything else they are trying to accomplish.Ī job statement is written as + + (optionally). In order to study a job-to-be-done, the job must be correctly defined:Ī JOB-TO-BE-DONE is a statement that describes, with precision, what a group of people are trying to achieve or accomplish in a given situation. For a more comprehensive understanding of the theory and its evolution, see What Customers Want (2005), the first book written on this subject. To learn more about these tenets, see the Medium article, The Core Tenets of Jobs-to-be-Done Theory. Customer needs, when tied to the job-to-be-done, make innovation predictable.People seek out products and services that enable them to get the entire job done on a single platform.People want products and services that wil help them get a job done better and/or more cheaply.A deep understanding of the customer’s “job” makes marketing more effective and innovation far more predictable.Success comes from making the “job”, rather than the product or the customer, the unit of analysis.Jobs are functional, with emotional and social components.People buy products and services to get a “job” done.The core tenets of Jobs-to-be-Done Theory are summarized as follows: Jobs Theory goes on to say that by understanding in detail what that “job” entails, companies are far more likely to create and market solutions that will win in the marketplace. The theory is based on the notion that people buy products and services to get a “job” done. JOBS-TO-BE-DONE THEORY is comprised of a group of principles or tenets that form a foundation for making marketing more effective and innovation more predictable by focusing on the customer’s job-to-be-done. When looking at marketing and innovation through a jobs-to-be-done lens, a theory begins to emerge. Jobs-to-be-Done is best defined as a perspective - a lens through which customer needs can be effectively defined and communicated, making marketing more effective and innovation far more predictable. ![]()
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