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Тренинги, Курсы, Обучение — Agile, Scrum, OKR
Тренинги, Курсы, Обучение — Agile, Scrum, OKR
Тренинги, Курсы, Обучение — Agile, Scrum, OKR
17 October, 2022 г.
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Why is jobs-to-be-done important?

The importance of jobs-to-be-done is that it's a way of understanding how people use products and services in the real world, which is what every company…

What Is Jobs-to-be-Done?

Jobs-to-be-done is a framework used to identify the problems that your customers are trying to solve, and it's a way to focus on the customer's needs rather than your product. It can help you understand why customers buy what they buy and how they use it.

The jobs-to-be-done framework looks at the job that a customer wants done and identifies what problem your product solves for them. This approach gives you a better understanding of how customers use your product and helps you identify opportunities for improvement.

Jobs-to-be-done is a framework for understanding the underlying motivation behind a customer's purchasing decision. The framework, which was developed by Harvard Business School professor Theodore Levitt, breaks down the customer experience into three steps:

  1. The customer has a job that needs to be done

  2. The customer finds that he or she cannot do it as well as he or she would like

  3. The customer buys something that helps him or her do it better

The process of understanding the needs of your customers and then creating products to meet those needs is called "jobs-to-be-done."

Jobs-to-be-done is a concept in marketing that helps companies identify the problems their customers are trying to solve, rather than just what they're buying.

The idea is that, while people may purchase a product because it fulfills some need, they're actually purchasing the product because they want to address a pain point or achieve a goal (or "job"). For example, let's say you want to buy a new pair of shoes. You might purchase a pair of running shoes because you're looking for something to wear when you work out at the gym or go on runs outside. But what if you don't actually like running?

If your goal isn't actually to run but rather to be healthy and have more energy, maybe the best way for you to achieve that goal is through exercise classes at the gym instead of running outside alone. Or perhaps your real goal is just to get fit enough so that you can take up yoga lessons and feel more confident about yourself. In this case, buying those running shoes might not be the best solution for solving your problem!

Jobs-to-be-done is an alternative philosophy that encourages businesses to focus on fulfilling customer needs rather than simply meeting consumer demands.

The most common example of this is the experience of buying and using a car. When you buy a car, you may be purchasing it for several reasons: because you need transportation, because you want to have a certain image in your community, or because it's simply time for an upgrade. But when you look at how people actually use cars, it's clear that there are more important jobs being done than just getting from point A to point B.

For example, when someone buys a car, they're also purchasing something that will allow them to feel like they belong in their community or make their neighbors jealous. They're also buying something with which they can impress their friends and family members, or show off their status as an adult who has achieved financial independence—and all of these things affect how people use cars and how much value they get out of them (or not).

Jobs-to-be-done also suggests that customers don't look at products in isolation, but instead choose among options that are all competing to do the same job. For example, if you're looking for an app to help you organize your day, then you may consider between several apps like Trello vs Asana vs Any.do because they each claim to do similar things and offer different features, like their calendars or their ability to connect with other people on social media platforms like LinkedIn or Facebook.

Because customers decide between products based on how well they meet individual needs (rather than comparing every feature), it's important for companies to figure out what those needs are and then design their products around them.

Why is jobs-to-be-done important?

The importance of jobs-to-be-done is that it's a way of understanding how people use products and services in the real world, which is what every company ultimately wants to know.

The purpose of any business is to make money, but they can't do that without customers. And in order for a customer to buy your product or service, they must have a problem that needs solving—a job they need done. Jobs-to-be-done theory helps companies understand what those problems are, so they can create solutions that meet those needs.

Jobs-to-be-done is an important idea because it helps us understand the context in which people make decisions about products, services, and companies. It allows us to empathize with our customers and understand what they need rather than focusing on what we think they need.

It's important because if you don't understand what people really need, your product or service won't be as good, and it won't help as many people as it could.

Jobs-to-be-done theory is a way of understanding how customers make decisions about products. It focuses on the jobs that customers want to get done, rather than on the product itself.

Jobs-to-be-done theory is important because it helps you understand why your customers are buying your brand or product, as opposed to others. This can help you tailor your messaging and marketing strategies to reach the right customers at the right time.

The jobs-to-be-done framework is a way of understanding why customers buy a product or service. It helps marketers to understand what the customer's real needs are and how they can be fulfilled. A job is a series of tasks that you have to do in order to accomplish something—such as getting ready for work or completing a project. The job-to-be-done framework focuses on the reason why someone buys a product, not necessarily on what they buy.

For example, if you're buying coffee at Starbucks, your job might be "wake up in the morning." Your goal is to get out of bed and start your day without feeling groggy. The actual product you purchase—the coffee—is just one step in that process. But it's still an essential step: without it, you wouldn't be able to accomplish your goal!

The jobs-to-be-done framework helps marketers understand what their customers really want from their products or services because it focuses on why people buy things rather than what they buy.

What are the jobs to be done steps?

The Jobs to Be Done framework is a customer-centric approach to product development that focuses on understanding why customers buy your product, what they're trying to accomplish, and how they feel when they use it.

The Jobs-to-be-Done (JTBD) framework is a way to identify the jobs your customers want done and how they accomplish them. It's based on the idea that people engage with companies for reasons besides just purchasing products.

The JTBD framework is made up of six steps:

  1. Identify a job that needs to be done

  2. Identify the job's outcome

  3. Identify who is trying to do this job, what tools they use, and where they are in their journey

  4. Identify which jobs are most important to address

  5. Determine how to create value for these customers

  6. Design solutions that meet the needs of these customers

How do you do JTBD research?

JTBD research is a process of finding out what your customers actually want to do, rather than what they say they want to do.

To do JTBD research, you must first understand the job that your product or service fulfills for your customer. Then, you must figure out what actions your customers take in order to fulfill that job. Finally, you must identify the underlying value that those actions provide for your customers.

JTBD research is a way to get in the minds of your customers and understand what they're thinking, feeling, and doing. It's a great way to learn about their motivations, pain points, and goals.

To do JTBD research, you need to ask questions like:

  • Who are your customers?
  • What problems do they have?
  • Why do they need your product/service?
  • How can you help them achieve their goals?

JTBD research is the process of identifying and analyzing the jobs to be done by customers. JTBD research can be done in a variety of ways, from individual interviews to large-scale surveys.

The first step in JTBD research is to identify the target customer group. This can be done with market segmentation techniques, such as demographic data or psychographic data. Based on this information, you can determine what types of jobs are most important to your customers. You can then create an interview script or survey that will allow you to find out exactly what they want out of the products or services you are offering them.

Jobs To Be Done can be conducted through qualitative or quantitative methods. Qualitative methods include interviews, observation, and focus groups. Quantitative methods include surveys and questionnaires.

The goal of JTBD research is to help companies create products that better meet the needs of their customers by understanding what those needs are and how they are met.

How to get results from Jobs-to-be-Done interviews?

The results of a job-to-be-done interview depend on the interviewer's ability to ask the right questions in order to uncover the underlying problem.

Sometimes, it's not always clear what the problem is. For example, let's say you're interviewing a customer who says they want to be able to stay focused while studying at home. That could mean that they want an app that lets them control the music or noise in their environment, so they can focus on reading or writing without being distracted by other sounds. It could also mean that they want an app that keeps them from being distracted by notifications and other interruptions while studying. Or maybe they need both things! It depends on whether they are more worried about external distractions or internal distractions (like thoughts of other things that are unrelated to what they're trying to accomplish).

The best way to get results from jobs-to-be-done interviews is by asking questions in a nonjudgmental way, so you can find out what exactly your customers want and need—and then build something that solves those issues for them!

When you're conducting a Jobs-to-be-Done interview, there are some things you can do to make sure you get the results you want.

First, make sure you've done your research and know what problem you're trying to solve. For example, if your company is looking for new customers, it might seem like a good idea to talk to people who aren't currently using your product or service. However, if they're not using it because they don't know what it is or why they would need it, talking with them could lead you down a rabbit hole that doesn't give you any actionable insights into how your company can better reach its existing customer base.

Second, be prepared with questions that will allow people to describe their problems in their own words—and then take notes while they do so! This will help prevent you from getting distracted by other ideas while they're talking and forgetting what they just said.

Finally, remember that there's no right answer when it comes to interviewing: The point of these interviews isn't necessarily getting the "right" answers—it's getting the whole story behind why someone does something at all.

As a business owner, you know that your customers are the lifeblood of your company. You’re always trying to figure out how to get more customers and keep them coming back for more. You know that it’s important to listen to what they want and what they’re looking for in your products or services.

But here’s the thing: How do you actually do it? How do you find out what your customers need from your company? And how can you use that information to improve your business?

One way is by using Jobs-to-be-Done interviews. As its name suggests, this method of research focuses on the job that customers hire your company to do—the «job interview» part of the name. By understanding their jobs, businesses can better meet their needs and create products or services that are more useful and valuable for their customers.

Jobs-to-be-done interviews are a great way to understand what your customers want and need, but they can be difficult to execute. Here are some tips for getting the most out of your interviews:

  • Be clear about the goals of the interview. Are you trying to understand why they bought your product? How they would use it? What features they look for in an app like this? Make sure that every interviewer knows what these goals are and helps guide the conversation accordingly.
  • Don't be too focused on one aspect of the product at a time. It's easy to get stuck on one feature or use case, but remember that people don't buy products in a vacuum—they buy them because they think it will solve a problem for them. So make sure you're asking questions about how customers see their day-to-day lives when using your product or service.
  • Try not to jump too quickly into solutions without understanding problems first. Remember that you want to understand what problems people are trying to solve before you start offering up solutions—otherwise, you run the risk of solving a problem that isn't really one!

Important steps to get results from JTBD interview:

  1. Prepare the interview questions in advance

  2. Make sure you have a good understanding of the job-to-be-done as it relates to your business goals

  3. Record the interviews, but only after you’ve asked all of your questions, so that you don’t miss anything important

  4. Review the recordings and take notes on any comments or insights that were shared by the customer

  5. Analyze those insights and look for patterns in them

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