Jobs To Be Done Workshop

Milkshakes & Vegetables

Wednesday, 3 March 2010

I’m Andy


B. Eng (Prod Des)(Hons)


B. Eng (Prod Des)(Hons)(and I’ve never used those letters since)


My degree was spent learning to solve problems


Bernoulli, Bohr & Boltzmann



Quadratics, Quantum & Quarks



Quadratics, Quantum & Quarks

FEA, FMEA & TLA


Then work came,


Then work came,and no-one handed me the real problem again


“It isn’t that they can’t see the

solution. It is that they can’t see the problem”

-Gilbert Chesteron


Session One:


Session One:

Better identifying problems


Session One:

Better identifying problems

(or working out what the customer will value)


You’re going to be sick of me by the end of the day,


So I’m mostly going to talk about others

in this first session


In marketing, there’s a famous analogy

about a drill…


“People don’t want to buy a

quarter inch drill.


“People don’t want to buy a

quarter inch drill. They want a quarter inch

hole”-Theodore Levitt


In the product world, we generally think of

ourselves as drill makers



BiggerFasterSexier

Cheaper


We see what other drill makers are doing,

and do the same.



So your competition is other drill makers right?



Know what this is?


It’s a drill competitor


It’sFaster

CheaperEasier

with less damagefor hanging pictures


Drill competitor


Drill competitor



Drill competitor


There’s an idea that we ‘hire’ a product

to do a job


One off job = Hire/borrow



Occasional job = Cheap product



Occasional job = Cheap product

Frequent job = Go for quality


So let’s look a bit more at

‘Jobs to be done’


There’s very few simple purchases in

our lives.


Usually, we buy things with a whole

mix of criteria


Let’s stick with the drill to explain…



When shopping for a drill…


I’m looking for a versatile model with



screw driving,



screw driving, masonry drilling




power (but with feel for the plaster) which




power (but with feel for the plaster) which my mates will respect,




power (but with feel for the plaster) which my mates will respect,

(and I won’t feel cheap)Wednesday, 3 March 2010

So if we think about all these jobs to be

done,
















Total Life Usage?


4 minsTotal Life Usage?


Kinda proves there must be a lot of other things a drill is doing…



What about a simpler example?


Fast food.



(specifically Milkshakes)


A chain store wanted to boost sales of shakes



They’d heard about ‘Jobs to be done’



They’d heard about ‘Jobs to be done’

So some researchers sat in a

store for 18hrs…


Some findings…


40% of milkshakes bought early morning


40% of milkshakes bought early morning

These were typically the only purchase & lone customers


Then there were also milkshake additions to meals


Then there were also milkshake additions to meals

Typically purchased by parents with kids in tow


Their insights?


Relieve boredom on the morning commute(Stave off hunger, one handed. Competition from donuts, bagels & bananas)

Job Oneinsight:


Relieve boredom on the morning commute(Stave off hunger, one handed. Competition from donuts, bagels & bananas)

Job Oneinsight:

Appease guilt at always saying no(Parents caving in. Competition from sundaes, cookies, TV & toys)

Job Twoinsight:


Job One (Commute)


Job One (Commute)


Job One (Commute)


Job One (Commute)


Job One (Commute)


Job One (Commute)



Job Two (Kid Guilt)


Job Two (Kid Guilt)


Job Two (Kid Guilt)


There’s 2 different jobs being done


And they each need a different

solution


…


How about washing

machines?



(they’re kinda a big deal in China)



(washing machines not fast food)



(rural rather than milkshake customers)



(a few small tweaks, and their’s was the best)


So there’s a whole mix of reasons people

buy a product.


But it’s essentially for‘jobs to be done’


How about exploring some other product

categories?


But this time, we’ll do it in ourselves…



Step 1:Brainstorm the

‘Jobs to be done’





Step 2:Pull out your

favourite insights




Step 3:Give us some ideas to improve the product




We will then have a 90 second

presentation from each group


Step 1

Step 2

Step 3


Step 1

Step 2

Step 3

90 sec presentation


get cracking.



Summarising…


Different products have different complexities







"For every complex problem, there is an answer that is clear, simple – and wrong."

H.L. Mencken


Understanding customers is rarely simple.


But it’s absolutely critical if you want

to be excellent


See you soon…


Jobs To Be Done Workshop

Education

drill competitor

drill makers

versatile model

quarter inch drill

screw driving

hireborrowoccasional

im andy

masonry drilling power