Thread by @mikeboysen

(1) If you ask each of your peers to define the term "customer need" you will get just as many completely different responses. If you ask them how to put one to paper, the same #jtbd

(2) If you ask customers what their needs are, you'll get even an array of responses, mainly related to your product, and expressed in many different ways...anxieties, delighters, requirements, features, wants, delighters, must haves, specifications...and so on. #jtbd

(3) It should be clear that in order to truly predict what will be successful in a market, we need to understand that people have jobs to get done. And if we can determine how they measure the value of new offerings, we should be able to predict success. Right? #jtbd

(4) Being able to predict success seems to be a topic no one wants to address. Instead, we embrace the thought leadership of people who put lipstick on failure. If we just fail fast enough, we'll eventually find success. But, do we? #jtbd

(5) The evidence suggests that we are really good at implementing methods. The problem is that we are designing the wrong methods to implement. And God forbid that anyone suggests the current method that everyone has invested in is criticized. You will be assimilated! #jtbd

(6) But, what if there were a method that manifests the evidence we need to make decisions that result in predictable market success? What would that do for your career, or your business? Would you look at it, even if it were hard work? #jtbd

(7) We work hard every day creating short term successes, and then we have to go back to the beginning when those successes begin to wane. Having a stable roadmap for long term growth and success is what we all want, right? #jtbd

(8) You can't design solutions and force them upon unsuspecting customers. This is nothing but your ideas, putting other people's money at risk.

Do you enjoy accepting the risk of someone who arrogantly tells you they know better, but have no facts? #jtbd

(9) There are 6 core tenets to the theory I'm talking about. Jobs theory. These are time tested, with a proven track record. Here there are...#jtbd

(10) People buy products and services to get one or more "jobs" done. Therefore, a market is defined as a "group of people trying to get a job done" and not product or service categories (certainly not emotions) #jtbd

(11) Jobs are functional, with social and emotional components. Since there are an infinite # of solutions for an emotional need, we focus on the functional need. The emotion is a result of successfully getting the job done in a context and circumstance. #jtbd

(12) A Job-to-be-Done is stable over time. We have all seen solutions come and go, so why do we focus on them when innovating? Music enthusiasts have always wanted to listen to music. How they've chosen to do so has changed, not the job.

(13) A Job-to-be-Done is solution agnostic. Analyze the #JTBD, not the solution. Don't investigate buyers of a product, because the next solution may be in a different category. Who knew we'd be listening to music on phones? Certainly not ppl buying cassette players #JTBD

(14) People want products and services that help them get a job done better and/or more cheaply. The problem with other methods is a) they are not broad enough, or deep enough, and b) they don't define "better" #jtbd

(15) People seek out products & services that enable them to get the "entire" job done on a single platform, or more jobs done on a single platform. That's how you achieve growth. #jtbd

(16) Outcome-driven Innovation is the solution to the innovator's dilemma. When Christensen was introduced to it, he called it #JobstobeDone. The name stuck. Others have latched on. Wanna make #innovation more predictable? This is #JTBD 👇

jtbd.one/clay-jtbd-intro

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