thrv Target ProductDNA June 2019 to use Job… · achieve Emotional Feelings Perceptions Consumption Purchase Interface Three types of JTBDs. Functional A goal to achieve Emotional

J O B S - T O - B E - D O N E

*****************DRAFT*****************

What is JTBD?

How to use JTBD

“Customers are not buying your products. They are hiring them to get a job done.”

Clay Christensen

JTBD

Struggle with the JTBD causes a purchase.

Success vs. Failure

No market need.

“The degree to which needs were fully understood.”

David Garvin

Satisfy customer needs better than competitors in a market.

What is a customer need?

No agreement on needs.

95%


What is a market?

Market = product price * buyers.

Phillip Kotler Marketing Management

Traditional Definition

$30 billion iPod market = $150 times 200 million.

iPod Market in 2007

$30 billion iPod market?2007 2015“iPod” Failure

X

-30%

33%

95%

158%

220%

06Q1 06Q3 07Q1 07Q3 08Q1 08Q3 09Q1 09Q3 10Q1 10Q3 11Q1 11Q3

Growth rate of iPod Sales Source: Apple Quarterly Reports

0%

There is no “iPod” market

Customers don’t want iPods any more than they want LPs, cassettes, or CDs.

JTBD: Create a mood with music2007 2015Cellular Streaming

1984 2001Optical Hard Drive

“Customers don’t want a quarter-inch drill, they want a quarter-inch hole.”

Theodore Levitt

Consumers don’t want nav apps, they want to get to a destination on time.

1996 20081915 1960Maps Radio GPS Apps

Surgeons don’t want stents, they want to restore artery blood flow.

1986 20021800 1964Amputation Balloon Stent DE Stent

New Parents don’t want an online store, they want to find a solution to a JTBD.

1969 19941850 1900Department Catalog Discount Online

New Parents don’t want an online store, they want to get a baby to sleep.

1969 19941850 1900Department Catalog Discount Online

JTBDs are stable over time.

“I very frequently get the question: ‘What’s going to change in 10 years?’”

Source: inc.com

Jeff Bezos

“What's not going to change in the next 10 years.”

Source: inc.com

Jeff Bezos

Three types of JTBDs

Functional A goal to achieve



Emotional Feelings

Perceptions



Emotional Feelings

Perceptions

Consumption Purchase Interface



Emotional Feelings

Perceptions

Customer Experience

Consumption Purchase Interface

Emotional Anxiety about being

a good parent

Functional Get a baby to sleep

through the night


a good parent


through the night


a good parent

Consumption Purchase a solution to

get a baby to sleep

Fast, accurate & worry free.


What is a customer need?

Action a customer must take using a variable to get the job done.

Customer Need

Job Steps

Job Steps

Identify Plan Execute

Assess Revise Conclude

Estimate the departure time Set the route Travel to the

destination

Assess if the destination will be reached on time

Reset the route as needed Park the vehicle

JTBD: Get to a destination on time

Estimate the departure time

Determine how much time to

allow for vehicle preparation


allow for atypical travel conditions


allow for errands along the way

Set the route Plan the stops Set the departure time

Decide whether or not to make the

drive

Walk to the vehicle

Prepare the vehicle for the

drive

Travel to the destination

Make planned stops along the

way


Reset the route as needed Park the vehicle Walk to the

destination


Job

Steps

Needs

Action a customer must take using a variable to get the job step done.

Customer Need

Estimate the departure time


allow for vehicle preparation


allow for atypical travel conditions


allow for errands along the way

Set the route Plan the stops Set the departure time

Decide whether or not to make the

drive

Walk to the vehicle

Prepare the vehicle for the

drive

Travel to the destination

Make planned stops along the

way


Reset the route as needed Park the vehicle Walk to the

destination


Plan the stops

VariableOptimal sequence

Route to stopsOpen times

Plan the stops

ActionDetermine

DetermineDetermine

VariableOptimal sequence

Route to stopsOpen times

Determine the optimal sequence to make planned stops

VariableAction

VariableAction

AccuracySpeed

Determine the optimal sequence



1. Enter A to B

2. Calculate route

3. Calculate time

4. Enter A to C

5. Calculate route

6. Calculate time

7. Re-plan

8. Repeat for all


Accuracy

20%

Speed

5 min

Weakness

Accuracy

20%

Speed

5 min

Accuracy

20%

Speed

5 min

Struggle = slow & inaccurate

Job

6-16 Steps

5-10 Variables

Job

50-100 Needs

JTBD: Get a baby to sleep through the night.

Job Steps

Identify Plan Execute

Assess Revise Conclude

Define the routine that will achieve

the results

Revise the routine as needed

Organize a plan to carry out the

routine

Define the nighttime sleep

schedule

Assess the execution of the

routine

Carry out the routine

Evaluate the impact on the

nighttime sleep schedule


Action Variable

Determine the number of feedingsDetermine how many hours of sleepAgree on the nighttime schedule


schedule

Determine how many feedings the baby should have at night.

VariableAction


Action Variable

Determine how to alter the routineDetermine what needs to be addedDetermine how well the routine was executed

Determine how to alter the routine as the baby gets older

VariableAction

Customer Struggle: Slow & Inaccurate

What is JTBD?

JTBD is a customer-focused, metric-base method.

Create equity value with less roadmap risk.

How to use JTBD



through the night


a good parent


get a baby to sleep


through the night


get a baby to sleep


get a baby to sleep


Customer Experience: Speed & Accuracy

Speed: 0:20

Speed: 1:00

Speed: 1:50

Speed: 2:10

Speed: 2:30

“64% of babies lose their pacifier within 30 minutes of falling asleep.”

National Institutes of Healthhttp://www.ncbi.nlm.nih.gov/pubmed/15113636

Speed: 3:00

Speed: 3:00Speed: 3:30

Speed: 3:00Speed: 4:00

Solution: Book

Speed: 5:00

Accuracy: 20%


get a baby to sleep

Struggle with the JTBD causes a purchase.


through the night


get a baby to sleep


through the night


the results



routine


schedule


routine






the results



routine


schedule


routine




Determine how many feedings the baby should have at night.


schedule




Speed Accuracy

Days 20%


the results



routine


schedule


routine




App


the results



routine


schedule


routine




App


the results



routine


schedule


routine




Toys SwaddleMeasuring

Blissful Get your baby to sleep all night in 90 days.

JTBDs: Baby Get a baby to sleep through the night Feed a baby healthy food Ensure good baby hygiene Develop a baby’s brain Develop a baby’s motor skills Entertain a baby

JTBDs: Health & Nutrition Provide healthy meals to a family Provide healthy meals to kids Provide healthy meals for an occasion Lose weight to maintain health Prevent disease while aging Optimize health with a condition

JTBDs: Electronics Create a mood with music Share memories with friends Be entertained by a story Stay up to date on relevant news Learn a new skill for work Secure valuable information

“Customers are not buying your products. They are hiring them to get a job done.”

Clay Christensen

JTBD

J O B S - T O - B E - D O N E

Documents

thrv Target ProductDNA June 2019 to use Job… · achieve Emotional Feelings Perceptions Consumption Purchase Interface Three types of JTBDs. Functional A goal to achieve Emotional