Thread by @Jes_Oliphant

Ever wondered how some people continue to create innovative companies and products?

I did too, then I discovered the Jobs to be Done framework. (#jtbd)

Here's my best quick synopsis of what it is and why it is important:

Cheers @alanklement for introducing me to the idea.

1. What is Jobs to Be Done:

A Job is the progress that an individual is trying to make in a particular circumstance." Clayton Christensen, 2016

A job to be done therefore, is the process a person goes through to transform an existing circumstance into a preferred one.

Understanding the job requires understanding what customers care most about in the moment of trying to make progress. If there are constraints that prevent a job from being done, value is found in removing constraints.

Jobs to be done has an emphasis on an individuals struggle.

The struggle for progress is why JTBD statements use phrases such as give me, help me, make the, take away, free me, or equip me.
Progress recognises that tasks and activities are a means to an end only.

They do not represent what consumers want.

People don't want a gym membership, they want a fit and healthy body. Gym memberships are one of the many ways to achieve that goal.

This progress model suggests that a great deal of innovation can be found in eliminating tasks and activities — not designing for them.

2. Innovating with Jobs to be done:

Theodore Levitt insightfully said "People don't want to buy a quarter-inch drill. They want a quarter-inch hole!" But, what if he didn't go far enough?

But, manufacturer, Erard, avoided the “customers want holes” ethos.

It created a collection of TV mounts with a simple description: “The first TV wall-mount bracket with no drilling of the wall required.”

So here you can see the value of Jobs to be done. You look for the progress someone is trying to make (place TV on the wall).

And you help them achieve that goal. In an easier or more convenient fashion.

While others are convinced customers want holes, you now understand that customers want help improving their lives.

We tend to study and improve on customers’ “needs” and expectations of today; but, we should be creating new systems that help customers make progress.

3. Compensatory behaviour:

A classic example of compensatory behaviour is how Sony’s founder Akio Morita created Walkman. He observed teenagers lug heavy boomboxes with them to beaches and realized many places where music is needed are not convenient for a heavy music device.

So he asked his engineers to create a version of the boombox that can be carried along. And voila, the walkman's development was kickstarted. All from observing peoples behaviour and seeing pent up demand.

Always keep an eye out for customers who use a product in novel ways, combine products into solutions, or create their own solutions for their job. Find innovation opportunities when customers exhibit compensatory behaviours.

If the solution is long-winded or hard, there is a opportunity to provide a easier solution.

4. Summary of the key ideas of Jobs to be Done:

People have Jobs; things don’t.

Innovation opportunities exist when customers exhibit compensatory behaviours.

Favour progress over outcomes and goals.

Solutions for Jobs deliver value beyond the moment of use.

Producers, consumers, solutions, and Jobs should be thought of as parts of a system that work together to evolve markets.

Understanding the struggling moment is a crucial part of JTBD.

If you're interested in more:

Check out @alanklement book amazon.co.uk/When-Coffee-Ka…

and Blog - alanklement.com