This document discusses the Jobs-To-Be-Done (JTBD) framework for understanding customer needs and innovating products. The key points are: 1) Customers hire products and services not just to buy them but to get a job done. 2) Understanding the functional, social, and emotional criteria customers use in choosing solutions. 3) Analyzing customer "switching moments" when they explicitly choose a new solution. 4) Using timelines and forces diagrams as tools to deeply understand the jobs and frame new opportunities.

1. The
Re-Wired
Group
The
Re-Wired
Group
Jobs-To-Be-Done:
Innovation from the Customer’s Perspective
Presenter:
Date:
Location:
Bob Moesta & Chris Spiek | Partners | The Re-Wired Group |
July 25th, 2013
Cambridge, UK

2. The
Re-Wired
Group
…they want
a quarter-inch hole!"
“People don't want to buy
a quarter-inch drill…
The
SOLUTION
(WHAT)
The
JOB
(WHY)
The premise is simple: customers don't just buy products
They "hire" them to do a job.
What is a Job-To-be-Done?
August 12, 2013 © Copyright 2013 The Re-Wired Group
JTBD Method
Product Language – Features & Benefits Job Language – Outcomes & Value
- Theodore Levitt
Harvard Business School

3. The
Re-Wired
Group
Understanding the criteria customers
apply in choosing between solutions
“Make me efficient at my
work”
FUNCTIONAL
“Convey my professional
status”
SOCIAL
“Make me confident that I
can get the job done”
EMOTIONAL
“Help me perform like
a professional”
JOB
August 12, 2013 © Copyright 2012 The Re-Wired Group

4. The
Re-Wired
Group
Find the “Switching Moments”
• Find moments where there is an EXPLICIT
CHOICE (The Big Hire) to a new solution (Not
Habitual Buying; “Impulse” purchase;
Variety/Novelty;)
August 12, 2013 © Copyright 2012 The Re-Wired Group

5. The
Re-Wired
Group
Understand the Tradeoffs
• We only talk to people who have switched “recently” to
get deep, real and rich stories (not espoused behavior
and aspirations you get in focus groups) – “What we do
and what we think we do, are very different”
August 12, 2013 © Copyright 2012 The Re-Wired
Group

6. The
Re-Wired
Group
Dig into the details and frame the
JTBD
• Use a “Colombo” or “Holmes”
type of approach to story telling;
recreate the scene of the crime,
connecting the dots, checking
your logic and deducing the job
August 12, 2013 © Copyright 2012 The Re-Wired Group

7. The
Re-Wired
Group
Dig into the details and frame the
JTBD
August 12, 2013 © Copyright 2012 The Re-Wired
Group
EmotionalEnergy
(Push)
PUSH
Meeting w/ Boss
Timeline
PUSH
Only 2 Weekends Left
“Dig” into functional, emotional, social “hotspots” – find the energy of
the switch;
What was pushing them to make progress?
What was pulling them to a new solution?
What holding them back?

8. The
Re-Wired
Group
2 Key JTBD Tools
• The #JTBD Timeline
• #JTBD Forces Diagram
August 12, 2013 © Copyright 2012 The Re-Wired Group
The
Re-Wired
Group

9. The
Re-Wired
Group
#JTBD Timeline
August 12, 2013 © Copyright 2012 The Re-Wired Group
The
Re-Wired
Group
Satisfaction
Buying
Consuming
Deciding
Event #2
Event #1
Active
Looking
Passive
Looking
First Thought
Or
“Finished”
Or Experienced

10. The
Re-Wired
Group
#JTBD Forces Diagram
August 12, 2013 © Copyright 2012 The Re-Wired Group
Push of the Situation Magnetism of New Solution
Habit of the Present Anxiety of the New Solution
JaneDoe
Two Forces Promote a New Choice
Two Forces Block Change
Attraction of relevant newsProblem solving – Make it better
The tug of historical allegiances Uncertainty surrounding a new choice
Concept
Of New Way
The
Re-Wired
Group
New
Behavior“Business
as Usual”