The Greg McKeown Podcast 206. The Jobs-to-be-Done Theory with Tony Ulwick (Part 2)
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Jun 22, 2023 In this engaging conversation, Tony Ulwick, an expert in the Jobs-to-be-Done theory and founder of Strategyn, shares his insights on understanding real customer needs. He emphasizes the importance of breaking down jobs to uncover core motivations, enhancing your influence in product development. Ulwick also discusses methods for effective communication to avoid misunderstandings. Listeners will learn to articulate granular customer needs and how these insights can be applied not just in business but in personal relationships as well.
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Focus on the Problem, Not the Solution
- Define a job in problem space, not solution space.
- Focus on the needs of the "hole maker," not the "drill maker."
Break Down the Job into Steps
- Break down jobs into component steps, like milestones.
- Think of these as problem steps, not solution-based process steps.
Focus on User Intent
- Focus on what users try to achieve at each step, not what they are currently doing.
- Understand their perception of each step and what they hope to achieve independent of solutions or products.