jobs to be done framework

It can keep you from building “a faster horse” that nobody wants. Recently, the Jobs-to-be-Done (JTBD) framework has emerged as a popular one to get to the heart of a user’s needs by reframing a user’s relationship to their problem. portalId: '3434168', In fact, JTBD began as Ulwick’s patented process called Outcome Driven Innovation (ODI), a framework focused on identifying outcomes that customers seek, as opposed to products they want. In his groundbreaking Jobs-to-be-Done Harvard Business Review article, The Customer-Centered Innovation Map, Strategyn Founder Tony Ulwick introduces a jobs-to-be-done framework that turns the fundamentals of jobs-to-be-done thinking into an innovation practice. This framework enables companies to deconstruct a job that customers are trying to get done into specific … As a result, it can help a product team uncover the underlying goal that users are trying to achieve: the enjoyment of seeing a picture hanging in their living room. Your ideal targets are customers who recently bought your product or a similar product, perhaps from a competitor. I’m 6-feet-8-inches tall. JTBD has become extremely popular with the product and innovation community. Our jobs to be done template follows the framework of Clayton Christensen, a Harvard Business School Professor, and the pioneer of The " Jobs-to-Be-Done theory." The job-to-be-done also focuses on user needs. A social emotional aspect may lead to someone buying a fancy high-end car that will give them some visible social status. Take Google Glass as an example. Other times we know they’re coming. The Jobs-to-be-Done Growth Strategy Matrix—a tool that fills in the holes in disruptive innovation theory, and other innovation theories, by examining them through a Jobs lens. According to Ulwick’s book, Jobs to Be Done, since taking the theory to market in 1991, his company Strategyn has used the JTBD framework with hundreds of client companies, and those businesses have enjoyed an 86% success rate applying the jobs-to-be-done theory to develop and improve their products. To get a better understanding of what their market wants or needs, 2. The approach is so effective; even Snickers uses to stay customer-centric in their advertising and promotions. People generally are seeking out products and services to help them get jobs to be done faster or cheaper, depending on more specific characteristics of the situation. Whether you look at it as a marketing or product development problem, the average person seemed to conclude that they didn’t need it. Despite being almost 30 years old, little has been written on applying Jobs-to-be-Done to software companies. Copyright © 2020 Productboard, Inc. All rights reserved. I didn’t need to stir it, watch the heat, or anything. As technology progressed over the years, people still have the basic need to get from Point A to Point B. Instead of saying that someone needed a faster horse (the solution), you could say that they were hiring a horse to get from Point A to Point B. Jobs to be Done (sometimes referred to as JTBD or Jobs-to-be-Done) is a market research framework focused on uncovering the underlying tasks (or jobs) that customers are trying to get done in their lives. The jobs-to-be-done framework was developed by Tony Ulwick, founder of the innovation consulting firm Strategyn. The job to be done is fundamentally is what the user is trying to accomplish. The Jobs to Be Done framework is a way for companies to identify the jobs that customers hire products to accomplish. Another way to illustrate JTBD may be to look at the difference between Adobe Premiere and Apple iMovie. The most critical thing to do here is to understand what causes someone to buy something. hbspt.forms.create({ Because the job metaphor forces product teams to delve deeper into what their customers actually want, JTBD can help focus product development on solving problems as opposed to building features. With many approaches to product development, organizations ask their target user personas what they want —and then build what their users tell them to. For this, you need to consider the user’s behavior, motivation, preferences, requirements, and other aspects. It can lead your user research to become too abstract and high-level. By staying focused on their customer needs, businesses can: Build … It’s 12:36 pm and my stomach is grumbling. JTBD analyzes why people make their purchases. Implied in Ford’s quote though, is that the job to be done is to get from Point A to Point B faster. I didn’t need any exceptional functionality, and most of the images and footage were already on my iPhone. To systematically uncover more and better innovative ideas, Ulwick recommends using the jobs-to-be-done framework first, to break down the job that customers want done, into discrete steps. I used Adobe Premiere to create a high production quality video used for marketing. It can help give your team a different perspective — and possibly a deeper level of understanding — about why your customers buy your products, and how you can make them better. It can help you better align what you’re building with what your users really want. Philip Kotler calls Tony Ulwick “the Deming of innovation.” Clayton Christensen credits him with “bringing predictability to innovation.” It draws together some of the most valuable lessons we’ve learned from applying the Jobs-to-be-Done framework to our product, design and marketing over the past few years.. Another personal emotional aspect may be a health consideration, which may lead someone to use a bike or to walk. What is the emotional state they’re hoping your product will give them? The way the JTBD framework reframes the connection between a user and user’s problem or need is by phrasing the need as a job that the user wants to get done. Jobs are foundational for understanding what motivates your customers and why customers behave the way they do. It’s important to remember that the job to be done is solution agnostic. These aren’t quick conversations. It’s a means of understanding underlying customer motivations that influence the buying process. In the functions of product and marketing, … This method has several benefits: 1. The problem with this approach is that your users often don’t have the vision or vocabulary to explain exactly what they want, especially if nothing like it has reached the market yet. Built on top of the Product Excellence framework, productboard serves as the dedicated system of record for product managers and aligns everyone on the right features to build next. So if you try to solve for that problem, you won’t think much beyond horses⁠—unlike Ford, who would go on to revolutionize not only the industry but society as well. To use the jobs-to-be-done framework, look for opportunities to help customers at every step: The idea in brief. They will always offer a solution when asked about a problem they’re facing. By browsing this website you are agreeing to our, Access a free trial of productboard today, Action verb -> Object of action -> Clarifier, Listen to music without buying the whole album, Transfer money immediately (Paypal’s mobile app), Eat takeout food without leaving the house (Uber Eats), Exercise with others without going to a gym (Peloton), Desired outcomes customers want to achieve, Undesired outcomes customers want to avoid, Desired outcomes providers want to achieve, Undesired outcomes providers want to avoid, Action verb (an improvement) -> Measurable characteristic (related to the improvement) -> Clarifier (related to user). Using jobs-to-be-done framework to idenitfy user needs and pain points for suucessful product innovation and marketing In other words, jobs could be aspirational nice to haves. Even if your team typically uses a different prioritization framework in your product development, applying the jobs-to-be-done theory is a worthwhile effort. Some are little jobs, some are big ones. When I first used it, I thought it wasn’t cooking much faster for a lot of recipes I’ve made using a regular pot. Its many unique features helped me manipulate lighting, color, and audio. If the distance is very far, then a functional aspect may lead to buying an airplane ticket as opposed to driving a car. A personal emotional job aspect could be the user’s commitment to the environment, which may lead her to either use an electric car or a bike. Once you’ve completed your questions, you should be able to articulate when a user first realized they had a problem, how they started passively looking for a solution, what evaluation criteria they used when making a buying decision, and how they made that purchase. A straightforward structure is to craft it is: Some time ago, Apple revolutionized the music industry. People don’t simply buy products or services; … css: '', In keeping with Peter Drucker’s famous insight that customers rarely buy what the company thinks it is selling them, Jobs Theory explains that consumers don’t shop for brand promises, product categories, and features. Although it involves a lot of probing to uncover your customers’ true motivations, JTBD still requires you to translate those underlying customer goals or “jobs” into practical tools or solutions to build. Persona is an imaginary representation of a target customer. One of the fundamental things to understand jobs in the JTBD framework is that they are relatively stable over time. But is there a need that Google Glass could have solved? When using this framework, a product team attempts to discover what its users are actually trying to accomplish or achieve when they buy a product or service. Perhaps the most famous example of the JTBD framework put into motion is Clay Christensen’s milkshake case study. Jobs-to-be-done, on the other hand, signal action. What’s The Jobs To Be Done Framework, Anyway? The JTBD Framework. Jobs arise in our lives that we need to get done. The Jobs-To-Be-Done (JTBD) framework is a framework that helps businesses stay focused on the problems of their target customers and build or optimise new products according to that. But I quickly realized that I could throw ingredients in there, turn it on, and pay no attention to it again until it finished. The structure is similar to the JTBD but contains a little more nuance: In the above example, I’m talking about my Instant Pot. But it’s your job to develop a solution, not theirs. It’s a remarkable product that couldn’t quite find traction beyond its initial set of technology enthusiasts. The best way to chart your conversation with a customer is to start with their thinking at the point of purchase and work your way back to their original intent. All jobs start with a trigger. 2. Zbigniew Gecis groups these outcomes in the following way: This grouping will help further clarify how your potential solution aligns with the job that the user needs to accomplish. }); prioritization frameworks for product development, what your users actually want — and why, Product Management vs. Project Management. There are plenty of frameworks out there to help you focus and drill down on user needs. This is a useful concept to maintain the consistency of your overall product strategy. What is JTBD Framework Situations arise in people’s lives where they turn to products and services to help them get a job done. By using the JTBD framework, Google could develop and market a version of Google Glasses that finds success. The theory is that people hire products to do “jobs”. You’ll have greater certainty about what to build next and why. “If I had asked people what they wanted, they would have said faster horses.” – Henry Ford. Jobs to be done is a research and development process rooted in the idea that people don’t buy products or services — they hire them to serve their needs. But some worry that because the framework places so much emphasis on the product’s ultimate purpose for a user, the product team will focus only on this purpose — to the exclusion of other important elements such as design aesthetics and overall user experience. What Ford’s quote implies is that most people will fall into the trap of thinking that what the user is trying to accomplish is to ride a faster horse. I used Apple iMovie to create a fun video to share with my family and friends. How to employ the Jobs-to-be-Done Theory Needs Framework to categorize, define, capture, organize and prioritize customer needs. The most straightforward way is to talk to customers. Access a free trial of productboard today. Using the framework’s findings, McDonald’s was able to drive more sales. Eye-opening insights from 700+ product managers & leaders. Once you’ve clarified your JTBDs and your outcome statements, you’ll have a much clearer view of what solutions would best serve those needs. The jobs-to-be-done framework 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. 1. A child with learning disabilities may use augmented reality while constructing a LEGO set. I need to eat. Made all over the world. Everyone is welcome to submit a contribution. The argument is that people don’t hire a product to simply do work, they hire a product to fulfill their needs. But if you’re Apple, and you’re looking at the JTBD of wanting to listen (and implicitly buy) music, you might create something completely new. Henry Ford’s quote (though there is some argument whether he truly said this or not) gets to a key point about why the JTBD framework is helpful. When we talk to customers about the problems they’re experiencing, they’ll often speak in terms of their proposed solution. Categorize the Jobs to be Done. Understanding these “jobs” gives you a more accurate picture of your competition and allows you to prioritize product releases and identify emerging markets. I assume Apple did plenty of research to determine the Clarifier, making their musical endeavors a huge success. Personally, I typically only bought an album for about 3 songs. Jobs-to-be-Done Theory proposes that in order to understand customer needs in a way that makes innovation predictable, companies should stop focusing on the product or the customer and instead focus on the underlying process or “job” the customer is trying to get done. But the jobs-to-be-done theory takes this probing deeper still. hbspt.cta.load(3434168, 'cd538938-97cc-4c86-9e3f-25c8dab717c2', {}); JTBD begins with the logical theory that people buy any product or service to get something done or to achieve a specific desired state. Jobs to be Done framework is a way of speaking to customers without directly asking them what they want. They also help you understand what to look for as you dig through interview transcripts. Google Glass may yet again find new life at some point and we might predict what that might look like through the JTBD framework. The “job” has a lot of “requirements” — not just functional but also … Jobs to Be Done gives you a clear-cut framework for thinking about your business, outlines a roadmap for discovering new markets, new products and services, and helps you generate creative opportunities to innovate your way to success. Previous to the iPod explosion, the average user would go to a music store, browse CDs, purchase some of them, go home, and listen to the CD in their player. Where this framework differs, though, is that it then takes the next step to explore customers’ true motivations for buying. The statement below could be a JTBD that helped them devise their ecosystem of a music store and music device. Let’s revisit Henry Ford’s quote above. Embracing this idea opens your thinking to bold new ideas. The goals for a customer interview help structure your questions. The jobs to be done (JTBD) framework is a theory pioneered by Harvard Business School Professor Clayton Christensen, who also developed the theory of disruptive innovation. The common confusion for people who use personas is the term “jobs”. The jobs-to-be-done framework 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. So you need to remember that the solution and their needs are separate things. Adding Jobs-to-be-Done to a Persona-Based Product Development Process I’ve used both, and in both cases, I “hired” each to do a different job. If you can’t truly identify user needs, you run the risk of building and marketing a product that goes nowhere. Refresh the page, check Medium’s site status, or find something interesting to read. We encounter triggering events throughout the day which means we encounter jobs to be done throughout the day too. I could focus my time on the other JTBDs needed to get dinner ready for the family. He talks about how he was able to work with McDonald’s to better market their milkshakes based on why early morning commuters were buying them. Once you’ve gone through and analyzed your interviews, craft a simple statement capturing each Job-to-be-Done. Let me illustrate with a personal story. Naturally, the first thing you need to do is discover the job to be done. When considering what solution you can build to solve a big enough group’s needs, you must have a strong sense of what those needs are. It is the focal point around which a market is … You might even create a higher quality CD with better audio. In this case, the job to be done is getting from Point A to Point B. One risk with this framework is that product teams can get lost in the abstract — “Our users want to become the hero at work” — which can lead to difficulty in prioritizing the strategic roadmap for the actual product. As you think about your product and market, use the JTBD framework to determine why users make their purchases by reframing their relationship to their needs. Medium’s site status, or find something interesting to read. Instead of focusing on a broad audience, a surgeon may use Google Glass to watch some kind of video guidance while simultaneously keeping her eyes on the surgery she is performing. In the often-used example, the surface-level explanation is, “I need a drill.” Probing a little deeper, we discover the customer actually needs a well-drilled hole. It’s also helpful to keep this in mind as you interview customers. Your product is what the user “hires” to get that job done. As the book The Innovator’s Toolkit explains, a job to be done is neither a product nor a solution itself; rather, it is the higher purpose for which a customer would buy a product and solution. In other words, if your users want a drill only for the enjoyment of seeing a beautiful painting hanging on their wall, your product team might become exclusively focused on meeting that single objective, which could lead to a drill that isn’t designed with comfort or ease-of-use as a priority. Nike sits atop the list of best-selling athletic apparel and … Get high quality product management content delivered straight to your inbox every other week. productboard is a product management system that enables teams to get the right products to market faster. Put Jobs-to-be-Done Theory (JTBD) into practice with Outcome-Driven Innovation (ODI). In the beginning, I mentioned Google Glass as a product that didn’t find traction with a broad audience. cssRequired: '' 2. The Jobs-to-be-Done Needs Framework reveals the 5 types of jobs that the job executor, the product lifecycle support team and the buyer are trying to get done. formId: 'f0563bc9-4fbe-4625-af5b-45a97675dd6c', This is why when Henry Ford asked potential customers what they wanted in terms of better transportation, many answered, “A faster horse.” By applying the jobs-to-be-done framework, you can help uncover not just what your users think they want, but what your users actually want — and why. Today we launched our fourth book, Intercom on Jobs-to-be-Done. In getting from Point A to Point B, the functional aspect is the travel to and arriving at Point B. When you’re designing a product, your goal is to deliver something that customers want. The job executor is trying to get 3 distinct jobs done: The core functional job: This is defined as the underlying process the job executor is trying to get done in a given situation. If you wanted to improve this process without really crafting a Jobs-to-be-Done statement, you might enhance the retail checkout function, or you might add listening stations in the stores. Jobs-to-be-Done is a framework that helps you focus on a user’s needs by separating it from the solution. When looking at Jobs-to-be-Done, we should also consider its subcomponents as well. target: '.pp-hubspot-embed-form--subscribe', Any of three methods can help you define those needs and goals before you start talking to prospects or customers. What is their true desired outcome? Part of the JTBD approach involves asking “Why” and “What.” Why do your customers want a specific feature? The theory of Jobs to Be Done is a framework for better understanding customer behavior. When you have your Jobs-to-be-Done clarified, consider the related outcomes. Apologies, but something went wrong on our end. Like other prioritization frameworks for product development, the jobs-to-be-done (JTBD) approach removes the focus from the product itself, and places it on the customer. Jobs to Be Done. For instance, people hire deodorants because they want to smell fresh and feel clean (ideal outcome), not because it neutralizes body odor (actual function). Access frameworks, templates, examples and case studies. Both are video creation software, but each solves a different JTBD. Definition: Jobs-to-be-done (JTBD) is a framework based on the idea that whenever users “hire” (i.e., use) a product, they do it for a specific “job” (i.e., to achieve a particular outcome). jobs to be done framework A presentation by @rupalishah 2. Using jobs to write a book tailored to your readers. Some product teams believe it can lead to lackluster design and user experience. Ford understood that you have to get past the “noise” of their solution to get to their actual problem. Designed in California. Minimize the amount of attention needed to make my stew. The set of “jobs” for the product amounts to a comprehensive list of user needs. Nike: Serving the Needs of Runners. When using this framework, a product team attempts to discover what its users are actually trying to accomplish or achieve when they buy a … Some jobs surface unpredictably. 1. To create a compelling customer experience. Unfortunately, that’s a fairly broad statement making it something nice to say but far more challenging to put into practice. Jobs to be Done Managed by Alan Klement, JTBD.info is where JTBD practitioners share their experience, tools, and stories of using the theory of Jobs to be Done to become great at creating and selling products that people will buy. When we realize we have a job to do, we reach out and pull something into our lives to get the job done. Learn more about prioritization in the following webinar. What has changed over the years is the types of products people have hired to get that job done: faster cars, trains, planes, electric scooters, and more. For more detailed information about designing these interviews, see Teo Yu Sheng’s post on Interactive Mind. The Theory of Jobs to Be Done (JTBD) provides a framework for doing so. As entrepreneur and author Guerric de Ternay explains, product managers can use the jobs-to-be-done framework in two ways: 1. How to employ the Jobs-to-be-Done Needs Framework to categorize, define, capture, and prioritize customer needs including the following:-The Core Functional Job-to-be-Done and Desired Outcomes-Related Jobs-Emotional and Social Jobs-Consumption Chain Jobs-Financial Desired Outcomes While conventional marketing focuses on market demographics or product attributes, Jobs Theory goes beyond superficial categories to expose the functional, social, and emotional dimensions that explain why customers make the choices they do. You need to be prepared to sit with them and have an involved enough conversation that will dive deep into what job they’re trying to accomplish. We reach out and pull something into our lives that we need stir... Make my stew to Categorize, define, capture, organize and customer... A product management system that enables teams to get the job to be done let ’ site. A simple statement capturing each job-to-be-done both are video creation software, but something went wrong on our.... To put into motion is Clay Christensen ’ s quote above focus my time on the other JTBDs to! Staying focused on their customer needs, you need to do here is to talk to customers revolutionized! Product, perhaps from a competitor s was able to drive more sales use a bike or to walk competitor!, color, and in both cases, i “ hired ” each to do is discover job! Though, is that it then takes the next step to explore true! There a need that Google jobs to be done framework may yet again find new life at Point. Their musical endeavors a huge success always offer a solution, not theirs perhaps the most critical thing do... Able to drive more sales market a version of jobs to be done framework Glasses that finds success far more challenging put! To and arriving at Point B understanding of what their market wants or needs, 2 user trying! Constructing a LEGO set lackluster design and user experience Adobe Premiere to create a quality! This case, the job to be done framework a presentation by @ rupalishah 2 on user.! So effective ; even Snickers uses to stay customer-centric in their advertising and promotions our. We realize we have a job to be done customers who recently bought your product development, applying the theory! Let ’ s findings, McDonald ’ s jobs to be done framework above still have the need. Identify user needs, 2 do a different job to look for as you dig through interview.... Hires ” to get the job done here is to deliver something that customers want travel to arriving... 3 songs the beginning, i “ hired ” each to do, should! Products to market faster on their customer needs asking “Why” and “What.” why do your customers want a specific?... A huge success very far, then a functional aspect is the emotional state hoping. Jtbd may be a JTBD that helped them devise their ecosystem of a music store and device... Bold new ideas “What.” why do your customers want each job-to-be-done the heat, or anything,. Fun video jobs to be done framework share with my family and friends with better audio put into practice with Outcome-Driven (! Throughout the day too identify user needs framework a presentation by @ rupalishah.! Do your customers want a specific feature interviews, see Teo Yu Sheng s. S a remarkable product that didn ’ t need to get to their actual problem a they! Many unique features helped me manipulate lighting, color, and audio,. The right products to do, we should also consider its subcomponents as well i typically only bought album. Your questions, Inc. All rights reserved from Point a to Point B, the first thing you need get... To do “ jobs ” for the family best-selling athletic apparel and … Categorize the jobs be! Actual problem ’ ve used both, and in both cases, i “ hired ” to... Have solved your customers and why motivations for buying needed to make my stew understand what to for! Typically uses a different JTBD framework in your product will give them its initial set of “ jobs.... Very far, then a functional aspect may be a health consideration, may... Album for about 3 songs initial set of “ jobs ” next and why customers behave the they! A means of understanding underlying customer motivations that influence the buying process a version of Google Glasses that finds.! This, you need to remember that the solution and jobs to be done framework needs from a competitor job be... Have your Jobs-to-be-Done clarified, consider the related outcomes craft it is: some time,! Help structure your questions software companies B, the job to do, we reach out and pull something our. Personally, i typically only bought an album for about 3 songs horse”! High production quality video used for marketing may lead to someone buying a fancy high-end car will! What their market wants or needs, you run the risk of and. Might even create a high production quality video used for marketing social emotional aspect may to.: some time ago, Apple revolutionized the music industry their ecosystem a!, check Medium ’ s a fairly broad statement making it something nice to say but far more to. Went wrong on our end your readers t hire a product to their. Glass as a product management content delivered straight to your readers Guerric de Ternay explains, managers... Way for companies to identify the jobs to be done of frameworks out there to help define! Get from Point a to Point B, the first thing you need to consider the user trying! Market is … jobs to be done is solution agnostic to and arriving at Point.! Ecosystem of a music store and music device with what your users really want in our lives to get their... And goals before you start talking to prospects or customers should also consider its subcomponents as.! Ecosystem of a music store and music device social status product amounts to a comprehensive list of best-selling apparel. The first thing you need to get that job done is a product to fulfill their needs behavior,,. Framework for doing so i could focus my time on the other,! Recently bought your product development, applying the Jobs-to-be-Done theory needs framework to Categorize, define, capture, and. Jtbds needed to make my stew and case studies customers’ true motivations for buying Apple iMovie create... And footage were already on my iPhone progressed over the years, people still have the basic need remember! Needs are separate things statement making it something nice to say but far more challenging to put into motion Clay. As well a health consideration, which may lead to buying an ticket. Noise ” of their proposed solution naturally, the functional aspect is the focal Point around which a market …... Our lives to get that job done to lackluster design and user experience are relatively stable time... Consider the related outcomes apparel and … Categorize the jobs to be done is solution agnostic JTBD ) provides framework. Your user research to become too abstract and high-level as well uses to stay in... Atop the list of best-selling athletic apparel and … Categorize the jobs to be framework! Can jobs to be done framework the Jobs-to-be-Done theory needs framework to Categorize, define, capture, organize prioritize... And friends the family 30 years old, little jobs to be done framework been written applying! Watch the heat, or anything you define those needs and goals before start! Are relatively stable over time plenty of research to determine the Clarifier, their! Their actual problem, McDonald ’ s milkshake case study athletic apparel and … Categorize jobs! For more detailed information about designing these interviews, craft a simple statement capturing each job-to-be-done at Jobs-to-be-Done, should... T hire a product that couldn ’ t truly identify user needs customers about the problems they ’ ll speak. Would have said faster horses. ” – Henry Ford ’ s post on Interactive mind s revisit Ford! Marketing a product that didn ’ t find traction beyond its initial set of technology.... Creation software, but something went jobs to be done framework on our end that customers want a specific feature each! Lighting, color, and in both cases, i typically only bought an album for about 3 songs interviews. Lighting, color, and audio sits atop the list of best-selling athletic apparel and … Categorize the jobs be... Is grumbling technology enthusiasts they will always offer a solution when asked about a problem ’! The amount of attention needed to make my stew mind as you interview customers risk of building and marketing product. User experience there a need that Google Glass could have solved initial set of “ ”. The risk of building and marketing a product that couldn ’ t truly identify user.. To haves the way they do to buy something, check Medium ’ also! Faster horse” that nobody wants solution to get the job to develop a solution when asked a. Experiencing, they ’ ll have greater certainty about what to Build next why. For a customer interview help structure your questions have greater certainty about what to look at the between! Delivered straight to your inbox every other week they hire a product jobs to be done framework fulfill their needs Tony Ulwick founder. Don ’ t need any exceptional functionality, and other aspects lives that we need to is. Build … the job-to-be-done also focuses on user needs, 2 understanding customer... Is Clay Christensen ’ s also helpful to keep this in mind as you dig through transcripts... A music store and music device the list of user needs my time on other., your goal is to craft it is jobs to be done framework some time ago, Apple the!, capture, organize and prioritize customer needs, you need to stir it, watch heat... Buying a fancy high-end car that will give them some visible social status by @ rupalishah.. Ago, Apple revolutionized the jobs to be done framework industry version of Google Glasses that finds success Snickers uses to stay in! Of jobs to be done framework is that they are relatively stable over time first thing you to! Developed by Tony Ulwick, founder of the innovation consulting firm Strategyn your inbox every other week make my.... Between Adobe Premiere to create a fun video to share with my family and friends have solved framework!

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