Jobs-to-be-Done surpasses personas by understanding specific jobs and trade-offs consumers make.
Jobs-to-be-Done helps product developers focus on features and benefits that drive progress and resonate with consumers.
Deep dives
Understanding the dynamic nature of people's decisions
People are dynamic and make decisions based on the contexts in their lives. Personas, which assume a fixed model of behavior, do not accurately capture this dynamic nature. For example, someone may typically eat organic and limit their meat intake, but there are times when they deviate from this behavior, such as when traveling or when with people who have different eating habits.
Jobs-to-be-Done as a tool for innovation
Jobs-to-be-Done is a tool that focuses on understanding the progress that individuals want to make and the outcomes they seek in specific circumstances. It goes beyond personas and traditional market research by diving into the specific jobs people are trying to get done and the trade-offs they are willing to make. It provides crucial insights for product development, sales, marketing, and strategic alliances.
The role of Jobs-to-be-Done in building better products
Jobs-to-be-Done enables product developers to understand the underlying feature sets that are needed to help consumers achieve their desired outcomes. By uncovering struggling moments and understanding the context in which consumers make decisions, Jobs-to-be-Done guides the evolution and innovation of products. It helps product developers focus on making the right features and benefits that resonate with consumers and drive progress.
Differentiating Jobs-to-be-Done from other consumer tools
Jobs-to-be-Done offers a unique approach compared to other consumer tools like personas. While personas provide some understanding of customers, they don't capture the variation and dynamic nature of people's decision-making. Jobs-to-be-Done delves into the reasons why people make decisions and the contexts that influence their choices. It helps marketers create the right language and communication that resonates with customers' specific progress and needs.
In product design and development, the thinking is often on what's next. The challenge is defining what's next for the consumer, since most of us can't really envision how a product can be improved.
In today's episode of the Rewire Show, we dive into the concept of 'Jobs to be Done,' a process for determining what the next steps are in developing new products that will help consumers solve their current problems and help them achieve more in the future.
You'll learn about the concept of 'Jobs to be Done,' including what constitutes a job, and how defining them can help create progress.
You'll discover why there's a lack of symmetry between the problem consumers are experiencing, and the solution they believe they need.
You'll also learn how areas of your business such as Marketing can benefit from JTBD by helping to define and then educate consumers on problems they didn't realize they'd been struggling with.
Join us for this fascinating discussion around Jobs to be Done and gain clarity on creating future product offerings for your customers.
Enjoy!
What You’ll Learn in this Show:
A definition of the concept of 'Jobs to be Done,' and how it's related to progress.
The lack of symmetry between the problem a consumer has, and the solution they are looking for.
How JTBD can help areas such as marketing, in helping consumers to see problems they didn't even know they were struggling with.
