Using JTBD will help you use goals appropriately as part of a strategy rather than in its place
Using fear in brand development
There are certain things that never change and motivators tend to fall into two categories desires/wants or fear/anxiety. Both are shown in the diagram above in terms of changing behaviour. Desires and wants are the background to Outcome Driven Innovation and therefore Jobs to be Done generally. Tony Ulwick is quite categorical that the focus... Continue Reading →
Mobile first and the issues it causes for Jobs to be Done.
There is a problem within the market research world that is particularly prescient for using the Jobs to be Done Framework quantitatively and in particular the Outcome Driven Innovation techniques created by Strategyn – namely the need to create online questionnaires that are mobile first. There has been some unwarranted criticism of the Likert scale... Continue Reading →
A 15 stage plan to getting the most out of employee research
At Ask Your Staff we believe that employee research should be conducted with the same rigour as customer research – otherwise you are showing your own employees a lack of respect. This can impact on retention rates, the willingness of staff to promote the company and therefore the wider company brand. Employee research should be... Continue Reading →
Using Observation and the Jobs to be Done technique
One of the reasons I became interested in the Jobs to be Done technique is that my son has limited empathy and because his pre-school teacher mentioned that he had would play with certain other children depending on the circumstances. He would play with x in sandpit but would do drawing with y. He is... Continue Reading →
OJ and the Job to be Done
Okay since I have missed the OJ bandwagon, I may as well admit that I am talking about an incident a couple of weeks ago when my son spilled orange juice (OJ) over my laptop keyboard. As a result a number of keys did not work (although I could copy and paste!) and had a... Continue Reading →
Labeling is important
When we started on the quest for a diagnosis for my son to understand why his behaviour was different from other children we were met with the response from some people that you shouldn’t give people labels. As I have been segmenting and profiling customers for clients for years, this is rather like... Continue Reading →
Want to join Kotler (7Ps of marketing) by taking the guesswork out of growth?
Longer post on the various jobs to be done techniques and how these can be used by any company to transform the way they do business.
What C M Bowra teaches us about jobs to be done
"I don't know about you, gentlemen, but in Oxford I, at least, am known by my face" C M Bowra The now apochryphal story about legendary scholar Sir Maurice Bowra (CM Bowra) tells us a great deal about how, when you understand the job to be done, you can come up with an improved solution.... Continue Reading →
“Cheaper, Better, Faster,” A child explains why needs statements are not fit for purpose.
Whenever you interview people about needs statements or how they would improve a product or service at least one person says something akin to "Cheaper, Better, Faster". Such a statement is rarely possible to turn into any meaningful action because you have to interpret what each of the three words means. You are likely to... Continue Reading →