jobs to be done :: overview and interview technique
TRANSCRIPT
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Jobs to Be DoneInterview Technique
Brian Rhea
Product LeadRevve
@brhea
Jason Hall
Director of MarketingCraftsy.com
@hall_jason
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Contents & Agenda● Framework Overview ● Interview Tools ● Example Interview ● Resources
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What is JTBD?
JTBD is a framework that helps you understand why people hire/fire
products and services.
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Customers don’t buy productsbecause of the type of person they are,
but because they have a job to do.
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Do you like pizza or do you like steak?
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“It depends on the situation.”
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● Early-forties● Subaru Outback● College educated● Thornton, CO● $90k-$110k
Persona: Jane
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Where is Jane going for dinner?
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“It depends on the situation.”
JTBD looks for why someone hiresa product or service to fulfill a job
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“It depends on the situation.”
Understand Your Customers’ IntentionsBefore Focusing on Their Attributes
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Jobs Don’t Change Much ...The Solution We Hire Does
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Why Practice JTBD?
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Marketing● Better messaging● Customer context● Use better words
intercom.io
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Product● Which Features to Build● Which Features to Improve● Which Features to Kill
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Product● Build?● Improve?● Kill?
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The JTBD Interview● 30-45 minutes in length● Tools:
○ Forces Diagram○ Timeline
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Forces Diagram
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Timeline
Source: Alan Klement viahttps://medium.com/the-job-to-be-done/a-script-to-kickstart-your-jobs-to-be-done-interviews-2768164761d7
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Timeline
Source: Ross Belmonthttp://rossbelmont.com/post/90905074208/jtbd-timeline-template
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Timeline
Source: Andrej Balazhttps://medium.com/the-job-to-be-done/jobs-to-be-done-interview-template-30421972ab2a
FirstThought
EventOne
EventTwo
Purchase
Progress-makingPush / Pull
Progress-hinderingAnxiety / Habit
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Interview
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Tips & Tricks
○ Low-stakes, early research (even if not true!)○ Documentary metaphor○ Search for the emotional energy○ Level-up○ Retell it wrong on purpose to prompt more detail
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Resources● http://www.jobstobedone.org - Bob Moesta & Chris Spiek● Mastering Jobs to Be Done Interviews on Udemy● https://github.com/brianrhea/awesome-jtbd (pull requests
welcome!)● http://jtbd.info - quick primer on the JTBD framework● Switch workshops - periodically held by The Rewired Group● Brian Rhea - @brhea● Jason Hall - @hall_jason
Get out there and start doing interviews!