Getting to grips with JTBD - Ruby Cha Cha...Ref: Jobs to be Done Theory and Practice: Anthony W. Ulwick 1. JTBD theory defines markets as a group of people that need to get a job done.

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Phone + Email

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Getting to grips with JTBD

2

We must design products for

consumers and their needs,

not for ourselves

“…When you have a hammer,

suddenly everything

looks like a nail.”

1

Idea Generation

(fast 100 ideas!)

2

Idea Screening

(prioritise)

3

Concept

(incubate or kill)

4

Concept Testing

(go/no go)

5

Concept

Refinement

(a better

concept?)

6

Product dev.

(fit to

development

possibilities!)

7

Test market

(if fail then

pivot?)

8

Launch

Ref: Outcome-Driven Innovation – Tony Ulwick 3

Ideas first processes don’t work

ODI

We need to ensure a product can win in the marketplace before you put into development.

Wh

at

co

nsu

mers

wan

t lies h

ere

4

JTBD theory

How jobs to be done

changes your thinkingTHE OLD WAY THE NEW WAY – JTBD WAY

1. Define your market • Your market is Snacks

• You create snacking

products

• Your market is Insurance

• You create insurance

products

• Your market is customers want to get a job done

• Your market is Mums who ‘’hire’ snacks for a

healthy lunchbox for their kids.

• They go through a series of steps or criteria to

ensure they have the right product in the lunchbox

Ref: Jobs to be Done Theory and Practice: Anthony W. Ulwick

1. JTBD theory defines markets as a group of people that need to get a job done.

2. Need to know what jobs customers are trying to achieve and how we can help them

What is the JTBD process?

*ODI Outcome Driven Innovation:

*Reference: ODI: customer centric data driven strategy and innovation process tying consumer metrics to customer’s jobs to be done 5

1 . M A R K E T

D E F I N I T I O N

Uncover customer needs – functional and interactional

Define the market around the job to be done

2 . N E E D S

D I S C O V E R Y

3 . Q U A N T I F Y

The degree to which each need is underserved OR overserved

5 . A L I G N

Existing products with market opportunities

4 . D I S C O V E R

Hidden segments of opportunity

6 . C R E A T E

Conceptualise new products to meet unmet needs or underserviced markets

6

Lets consider George…

George is fishing… his job is to

catch fish

7

How do we break this down?

Situations

Motivations

Jobs to be Done

Job Steps

Metrics

Situations define the circumstances of

response

Customers determine their desired outcomes

and these goals motivate action.

A job to be done is a process toward achieving a

customer’s goals.

Job steps are the specific actions in the process

of completing a job to be done.

Metrics are the specific criteria used to measure job

success

*Reference: ODI: customer centric data driven strategy and innovation process tying consumer metrics to customer’s jobs to be done

8

What is the customer (George) trying to do?

Core

functional

job

Catch Fish

Emotional

jobs

Feel

independent

Job Steps

• Load tackle box

• Walk down jetty

• Set up at jetty

• Ensure walker is

stable

• Clean tools

• Put bait on hook

• Cast out

• Reel in

• Repair line

• Net fish

• Put fish into

basket

• Etc,


WE ARE not studying what they are doing. But what they are TRYING to do.

9

Need to break down the core job into steps

Job

Step 1Load

tackle box

• Outcome:

enough hooks

and lead

weights for the

trip

• Outcome: bait

ready to use

• Outcome:

sharp knife for

cutting lines

Job

Step 2Walk

down jetty

Job

Step 3

Job

Step 4

Job

Step 5

Job

Step 6

• Outcome:

Simple walk

• Outcome:

Walker doesn’t

get stuck

• Outcome: Can

hold tackle box,

fishing lines at

same time

• Etc,

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

• Outcome

This helps us to drive Outcome Driven Innovation (ODI)



10

The research needs to ask the right questions…

Define the Core Functional Job to be Done

Q: What are you trying to accomplish?

Q: How does the situation you are in impact that?

Catch fish At the end of a jetty

…using a walker

Define the Outcomes

Q: What makes getting this job

done in this situation time

consuming, inefficient,

unpredictable, inconvenient etc,

George struggles to get to

close enough to the water.

His walker makes it difficult

to do the best job

Define the Emotional Jobs

Q: When getting this job done, how

do you want to feel or be seen?

Q: What do you want to avoid?

George wants to feel

independent, without feeling

unsafe.

He wants to show he ‘still

has it

11

What doesn’t JTBD do?

1. Define the purchase process or the buyer’s

journey

• Buyer might not be the product user, so can’t help

you understand the core job to be done

2. Focus on just an emotional job

• in order to create a product it has to be around some

functional context – learning that people want to feel

better about themselves wont help us

3. Going too broad, too abstract, or focussing on

the wrong job

• People who want to make their office more attractive

to get more work done!

• What functional job are they trying to achieve?

12

How can Ruby Help?1. Help clients understand the job that people are hiring our products

for – defining markets and jobs to be done

2. Identifying the related and interactional jobs, job steps, needs and

unknown needs, create a job map and outcome metrics

3. Quantify the customer needs, markets that are under or overserved

4. Run Facilitation Sessions for Product Strategy & Development

5. Agile Concept Development, Testing, and Validation

1

2

3

4

5

Getting to grips with JTBD - Ruby Cha Cha...Ref: Jobs to be Done Theory and Practice: Anthony W. Ulwick 1. JTBD theory defines markets as a group of people that need to get a job done.

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