The business world is as fast-paced as it can be, with innovation as the heartbeat — keeping things alive and kicking. But here’s the head-scratcher: Companies are pouring resources into understanding their customers, yet nailing innovation feels a bit like throwing darts in the dark. Why so?
Now, imagine this: You’ve got a massive amount of customer data and meticulously crafted profiles, but your innovation efforts seem to hit more roadblocks than a rush-hour commute. It’s like having all the baking ingredients but ending up with a cake that’s just not quite right. Frustrating, huh?
Enter the game-changer – Jobs to Be Done (JTBD). It’s not about just knowing your customers; it’s about understanding the jobs they’re trying to get done. Now, we know this concept is completely new and it will take some time to grasp it, but we will make it as simple as possible for you. Stay tuned till the end!
Jobs to Be Done: What is this Concept?
Jobs to Be Done, or JTBD for short, is not just another technical word you can ignore from the textbooks. It’s a game-changing concept that flips the script on how we approach innovation. Essentially, JTBD is about recognizing that when customers buy a product, they’re hiring it to help them accomplish a specific task or job. But here’s the cool part: it’s not just about the product; it’s about the job the product is hired to do.
Still didn’t get it? Let’s break it down further. Imagine you buy a drill. You’re not really after the drill itself; what you’re hiring for is the job of making a hole where you will hang pictures of your family or a portrait. JTBD is like putting on your detective hat to figure out what jobs your customers are putting out there beyond just the obvious features of your product.
Jobs: Big and Small, They’ve Got ‘Em All
Imagine your typical workday – you’re stuck in a meeting that will never come to an end, and boredom is creeping in. Now, at this moment, you might unconsciously decide to “hire” a snack. It’s a small job, a quick fix to pass the time and satisfy that growling stomach. In this scenario, the job is tiny, but the satisfaction it brings is real.
Now, shift gears. Think about someone else, perhaps in a different phase of life. This person is at a crossroads, looking for a more fulfilling career. To tackle this significant life mission, they decided to “hire” a career coaching service. Landing that dream job is a big job, and the stakes are high.
What’s the takeaway here? Jobs, like customers, come in all shapes and sizes. Some are small and seemingly insignificant, like grabbing a snack. Others are on a bigger scale, like setting on a journey to find a dream job. This is the diversity you have to recognize when innovating.
In the world of product development, it’s easy to fall into the trap of assuming that every customer is looking for a game-changer or a mind-blowing experience. But that’s not always the case. By understanding the spectrum of jobs, we realize that there are small, everyday tasks as well as larger, life-changing missions that customers are trying to accomplish.
Why does this matter? Well, think about it this way: If you’re a snack company, understanding that someone might “hire” your product to pass the time during a meeting gives you new ideas for innovation.
Now, let’s switch gears. If you run a career coaching service, understanding that finding a dream job is a big deal helps you shape your services better. You can customize what you offer to really tackle the tough parts and help your customers reach their big goals.
The Job Interview: “Hiring” Products
In this scenario, customers have a job that needs doing, whether it’s fixing a problem, making life easier, or simply providing some joy. So, they’re on the lookout for the perfect candidate – a product that can get the job done effectively and efficiently. If your product nails the interview, congratulations, it’s hired! It becomes the go-to solution for the task at hand. But, if it stumbles and falls short of expectations, well, it’s time for that product to dust off its resume because it’s getting fired from the customer’s shopping list.
So, in the grand scheme of things, it’s not just about having a great product on the shelf. It’s about positioning your product as the ideal candidate for the jobs your customers need to get done.
The Many Sides of Jobs
Jobs are like everyday puzzles, not just about checking things off a to-do list. They have layers beyond the basic tasks, which can make them a little bit complex. For instance, think about using a phone. Sure, it helps you make calls, but it also connects you with loved ones, which adds a layer of emotional value beyond its functional role.
Jobs aren’t emotionless robots. When you “hire” a product, it’s not just about what it does; it’s about how it makes you feel.
Ever tried fixing something in a chaotic environment? Jobs are heavily influenced by where and when they happen. Think of a student studying for an exam. The job isn’t just about reading books; it’s about creating a good environment.
Unpacking the 5 Types of Jobs You’re Getting Done
In the Jobs-to-be-Done Needs Framework, there are five key jobs in play. Let’s break it down simply:
Core Functional Job (Job Executor)
What it is: The main task someone is trying to nail in a given situation.
Example: Fixing a shoulder, passing on life wisdom, or shielding against cyber attacks.
Why it matters: It’s the heart of the matter, defining the whole reason a market exists. Products aim to make this job smoother and more cost-effective.
Related Jobs (Job Executor)
What they are: Extra tasks the person is tackling before, during, or after the core job.
Why they matter: Understanding these extras helps companies create solutions that cover multiple bases, making the product way more valuable.
Emotional Jobs (Job Executor)
What they are: Statements about how someone wants to feel or be seen during the core job.
Why they matter: This is the human touch, combining feelings and function. It helps companies create products that really connect with customers on a personal and social level.
Consumption Chain Jobs (Product Lifecycle Support Team)
What they are: All the tasks the support team does throughout a product’s life.
Why they matter: These jobs, from setting up to fixing and disposing of the product, shape the overall customer experience. What happens behind the scenes is just as important.
Purchase Decision Job (Buyer)
What it is: The job the decision maker does, looking at finances to pick a product or service.
Why it matters: Understanding the financial and performance metrics in this decision-making process is key. These are the factors that guide what gets bought.
How to Categorize the Jobs to Be Done
1. Jobs on the Stage:
Main Jobs: The big tasks customers are after, like the headline act.
Related Jobs: The sidekick tasks are linked hand-in-hand with the main ones.
2. Getting Into Details:
Functional Aspect: The nitty-gritty practical stuff customers are looking for.
Emotional Aspect: The vibes and feelings customers are chasing.
3. Feel-Good Details Unpacked:
Personal Dimensions: How customers personally see the value in products.
Social Dimensions: How customers think others see them when they’re using products.
Here is a sample category to help you get an idea:
- Main Job: Feel healthier and look fit, like a rockstar.
- Related Job: Regularly jog 2 miles four times a week.
- Functional Aspect: need those shoes to hug the arches for extra comfort.
- Emotional Aspect: Dodging the family history of heart issues.
- Personal Dimensions: Willing to splash a bit more cash for style, comfort, and durability.
- Social Dimensions: Dreaming of turning heads, maybe even landing on the Runner’s World cover.
Jobs’ Impact on Customer Decision-Making
When you’re deciding on a product or service, it’s not just about the features listed on the box or the promises made in an ad. It’s about how well the product can help you get a specific job done. If a smartphone can efficiently assist you in staying connected with friends and work, it’s more likely to win your favor over one that falls short in this aspect. When you know the job that your customers want to accomplish, you hit the jackpot! You know exactly what decisions to make based on these findings.
The Role of Jobs in the Success or Failure of a Product
You buy a camera because you want to capture awesome memories, especially in low-light situations like at parties or during sunsets. You picked this camera because you saw in an ad that it has amazing features. But when you actually use it in low light, it is a big disappointment. It’s like having a super cool tool that doesn’t quite do the ONLY THING you bought it for – capturing memories in any lighting.
Now, here’s the key point: Jobs, or the specific things you want the product to do, decide if it’s a hit or a miss. Even if a product looks fantastic and has tons of cool features, if it doesn’t do the main job you bought it for, it’s not a success. Success comes when a product lines up perfectly with the job you need it to do. So, the closer a product matches what you want it to accomplish, the more likely it is to be a winner in your eyes.
Customer Loyalty and Repeat “Hiring” Based on Job Performance
Now, this concept is very simple. People who own an iPhone go running to the Apple store every time the company comes out with a new model. Why? These products are brilliant at their jobs, and people like us love them because an iPhone is quick, it’s smart and it doesn’t hang.
When a product consistently delivers on its promises and makes your life easier or more enjoyable, you’re more likely to become a loyal customer. This means that you will repeatedly “hire” that product for the same job.
Designing Products Around Jobs
Alright, imagine designing products is like tailoring a suit to fit you just right. It’s all about making something that suits your specific needs. For instance, think of a smartphone made for a busy professional – it’s got everything from a super-organized schedule app to a powerful camera for work stuff. It’s like having a suit that’s tailored perfectly for your daily hustle.
Now, making a successful product is a bit like cooking a perfect dish. You need the right mix of flavors. In product design, it’s about getting the balance right between how well it works, how it makes you feel, and how it fits into your social world.
Take a social media app, for example – it’s easy to use (that’s the functionality), it has emojis for fun vibes (bringing in the feels), and it lets you connect with others (fitting into your social world).
It’s Not All Fun and Games: The Challenges
So, here’s the deal – there are traps you might fall into.
- Assuming Surface Knowledge: It’s easy to fall into the trap of thinking you’ve got your customers all figured out. But hold on, it’s not just about the basics. Customers are complex beings, and assuming you know everything without diving deep into their real needs can lead to missed opportunities.
- Forgetting the Emotional and Social Side: Picture this – you’re so busy showcasing all the cool features of your product that you forget about the emotional and social aspects of why people “hire” it. It’s like fixating on a car’s wheels and forgetting that some folks also want to feel awesome driving it or impress their buddies. If you ignore these emotional and social dimensions, you might miss the whole point of this concept.
Resistance to Change
Since this Jobs to be Done is a relatively new concept, not everyone in your company might be happy with your light bulb idea. Especially not the people who have invested their money and time in the business.
It can be tough. Some folks might resist change, thinking it’s just another trend among the Gen-Z. The trick is to make everyone see that this isn’t just a fad – it’s a game-changer. You’ve got to show them that putting customers at the center is the way to go, and it’s not just for show. Convince them that it’s the secret to happy customers and a rocking business. Let your convincing skills shine here, and practice them if you don’t have any.
Continuous Adaptation
The world doesn’t stand still, and neither do your customers. You can’t just figure out their jobs once and call it a day. It’s an ongoing thing. Like, think of it as a recipe. You taste it, get feedback, and keep tweaking until it’s just right. Stay open to change, listen to what your customers are saying, and be ready to shake things up. It’s like being a chef who’s always ready to add a dash of something new to keep the customers coming back for more.
Who is doing “Jobs to be Done” in Real Life?
Zoom: Connecting Remote Workers
Job to Be Done: Making it easy for people working from home to connect and collaborate virtually.
Why it Matters: Zoom helps folks manage tasks, engage with colleagues, and conduct meetings without being in the same room. Especially during the COVID-19 pandemic, it became the go-to for virtual interactions, showing a whopping 354% increase in customers.
PayPal: Providing a Secure Way to Make Online Payments
Job to Be Done: Giving people a safe and easy way to pay online.
Why it Matters: With cash becoming less popular and concerns about COVID-19, PayPal steps in to be the digital wallet that people trust. It’s not just about transactions; it’s about making customers feel secure. As more folks prefer digital payments, PayPal’s user-friendly options, like One Touch checkout, make it a reliable choice.
DoorDash: Delivering Food Safely and Conveniently
Job to Be Done: Bringing meals right to your door, safely and hassle-free.
Why it Matters: DoorDash is the hero for those who want to enjoy restaurant meals without leaving the house. It’s not just about delivering food; it’s about doing it safely, with contactless delivery options. During the pandemic, DoorDash even expanded to deliver essentials from places like 7-Eleven, making it your go-to for more than just meals. As the world leans more on online food delivery, DoorDash is right at the front door.
Final Thoughts
Alright, let’s wrap it up. Knowing your customers’ “Jobs to Be Done” is like having a backstage pass to their world – understanding not just who they are but what they’re trying to get done.
From the little things like grabbing a snack to pass the time to the big missions like finding a fulfilling career, it’s about recognizing that every purchase is like a job interview. Customers are looking for that perfect candidate – a product that gets the job done.
Let’s keep creating products, services, and experiences that sync up with what our customers really want. Because, in the end, it’s about being there for the jobs that matter to the people we serve.
