Jobs to be Done – Deep Dive

If you would like a more thorough understanding of the Jobs to be Done framework, get a headstart at this event. Our presenter is Eric White, president of Motile. 

Eric will be presenting:

• General introduction to JTBD — what it is and how to understand what JTBD’s people hire a product to do

• Sample “Switch” interview with a person in the audience.

• “Switch” interview with an actual customer .

• Debrief afterward

Jobs to Be Done (JTBD) is a way of describing customer motivation. The underlying idea is that customers are motivated to buy a product because they have a problem to be solved or, in other words, “a job to be done”. As I describe JTBD in a bit more detail, it is important to know that the terms “job”, “problem” and “struggle” are used almost interchangeably. The idea challenges businesses to understand the value of their products and services based on how they help buyers resolve meaningful problems in their lives. To truly understand the jobs products are hired to do, a business must empathetically view these problems from the customer’s perspective. The market rewards companies that are willing to invest in this approach because:

Highly impactful marketing connects a customer to a real struggle the customer can identify with (even if it’s not exactly their problem).
By understanding problems from a customer’s perspective, the business understands they are competing against any possible solution to the problem — not just similar products.
By deeply understanding how the customer decides between different solutions, the business can identify the most meaningful ways to improve the product to help customers solve problems more quickly, conveniently and cheaply.