![]() ![]() Working with case studies and analyzing examples of JTBD in action is a great way of building that foundation. First, you need to understand the theory. Understanding and applying the JTBD theory is a process. Getting caught up in the development of the end product can cause you to miss the bigger picture: What job are you hiring for? The product will come once the right job is found. Instead, as you get comfortable applying the theory in real-world situations, it’s important to focus on the job, not the product. However, JTBD isn’t about the product that comes later. Once you’ve noticed JTBD in your everyday life, it can be tempting to immediately shift your focus to the products or services that can fulfill those needs. Rather than starting with an idea for a product or service and then defining the JTBD, observing someone’s behavior can lead you to discover the jobs they need to hire a product or service for. Larson’s experience demonstrates a critical component of the JTBD theory. “The thought popped into my head, ‘How could I make this easier and safer?’ Then I made the important connection, ‘What was the job to be done here?’” “I finally had my ‘ah-ha’ moment when I was riding with my mother in the car and watching her simultaneously put on makeup, drive, and talk on the phone,” Larson says. Only by observing customer behaviors can you truly get to the bottom of their functional, social, and emotional “jobs” that your product or services can fulfill.Ĭhris Larson, a former participant of Disruptive Strategy, reflects on the personal observations that helped him understand the jobs to be done theory. Thorough market research, including observation and customer interviews, is essential for identifying and validating jobs to be done. You can’t find jobs to be done without observing people. 3 Tips for Understanding and Applying the Jobs to Be Done Theory 1. Below are three tips for understanding the JTBD theory and applying it in real-life situations. “If we understand the job the customer is trying to do and develop a product that nails the job perfectly, then the probability that your innovation will be successful is improved in dramatic ways,” Christensen says.Ĭorrectly identifying customer jobs to be done is a challenging task. ![]() Additionally, identifying new or emerging customer jobs to be done is a key piece of disruption innovation strategy, another area of focus in Christensen’s work. Approaching the market with this lens is essential to understanding customer motivations and why some products succeed while others fail. In the online course Disruptive Strategy, Christensen explains that people “hire” different products or services to do “jobs” they need to be done. The jobs to be done theory (sometimes shortened to JTBD) was first introduced by Harvard Business School Professor Clayton Christensen. ![]() Here’s a primer on the jobs to be done framework, along with some tips to help you understand and leverage this skill in your career. However, when many professionals attempt to bring the theory into practice, they struggle to unlock its true potential. Upon first glance, it may seem straightforward. “Jobs to be done” is a framework for understanding customer needs that’s widely used throughout business to spark ideas for innovation.
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