JTBD

(B) Customer Needs


are the variables required for the customers to achieve their goals, or to get their jobs done

BLOCKER: No Agreement on Needs


This results to using these traditional inputs:

  • Customer Requests
  • Sales Requests
  • Feature Ideas
  • Technologies

These are ever-changing and are moving targets which in turn results to "Guess & Pivot = Failure Death Spiral"

Customer's JTBD will NOT change

JTBD is a much more stable target to hit


Example of JTBD is "To get to a destination on time" which has solutions that evolved from Maps, Radio, GPS, and Apps but the JTBD remains the same.

(A) Types of Job Steps

  1. Understand the Problem
  1. Plan to Solve it
  1. Execute the Solution
  1. Assess how well the Solution worked
  1. Revise the Solution
  1. Conclude the Solution

Job To Be Done (JTBD) Product Development


Innovation is the process of devising a solution that gets the job done better and more cheaply.

Job Steps (A)

Customer Needs (B)


= Actions + Variables

*Actions can be measured by Speed*

*Variable can be measured by Accuracy*

JTBC is a perspective that allows aspiring innovators to see the world of innovation differently

FOR FURTHER STUDY

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People buy products and services to:

Accomplish Task

Achieve goals and objectives

Resolve and avoid problems

Make progress in their lives

UNMET NEEDS are important measurable outcomes that customers are struggling to achieve

JTBD over Market-Driven
Product Development

Outcome-Driven Innovation (ODI) Process

Impact of Personas in Test Automation Scripts