Know Your Customers’ “Jobs to Be Done”


122 bookmarks. First posted by tjweir august 2016.


After decades of watching great companies fail, we’ve come to the conclusion that the focus on correlation—and on knowing more and more about customers—is taking firms in the wrong direction. What they really need to home in on is the progress that the customer is trying to make in a given circumstance—what the customer hopes to accomplish. This is what we’ve come to call the job to be done.
Business  strategy 
6 days ago by euler
The units got lots of traffic, but few visits ended up converting to sales. Maybe bay windows would be better? Focus group participants thought that sounded good. So the architect scrambled to add bay windows (and any other details that the focus group suggested) to a few showcase units. Still sales did not improve.

...

But the conversations revealed an unusual clue: the dining room table. Prospective customers repeatedly told the company they wanted a big living room, a large second bedroom for visitors, and a breakfast bar to make entertaining easy and casual; on the other hand, they didn’t need a formal dining room. And yet, in Moesta’s conversations with actual buyers, the dining room table came up repeatedly. “People kept saying, ‘As soon as I figured out what to do with my dining room table, then I was free to move,’”
innovation  jobstobedone 
7 weeks ago by tinley
Innovation success rates are shockingly low worldwide, and have been for decades. Marketers and product developers focus too much on customer profiles and on correlations unearthed in data, and not enough on what customers are trying to achieve in a particular circumstance.
Pocket 
april 2019 by herewardshaw
Базовая статья про JTDB
design  ux_research  jtbd  methods 
august 2018 by gevorg
Know Your Customers’ “Jobs to Be Done” via Instapaper https://ift.tt/2b63m3r
IFTTT  Instapaper  from instapaper
july 2018 by stephenfrancoeur
Innovation success rates are shockingly low worldwide, and have been for decades. Marketers and product developers focus too much on customer profiles and on correlations unearthed in data, and not enough on what customers are trying to achieve in a particular circumstance. via Pocket
IFTTT  Pocket  ToReadWithPocket 
july 2018 by aksie
Innovation success rates are shockingly low worldwide, and have been for decades. Marketers and product developers focus too much on customer profiles and on correlations unearthed in data, and not enough on what customers are trying to achieve in a particular circumstance.
Archive  mustread 
july 2018 by lumengxi
Idea in Brief What’s Wrong Innovation success rates are shockingly low worldwide, and have been for decades. What’s Needed Marketers and product developers…
from instapaper
june 2018 by ericaheinz
Is innovation inherently a hit-or-miss endeavor? Not if you understand why customers make the choices they do.
product  research 
june 2018 by cspanring
Clayton M. Christensen
jtbd 
may 2018 by mrj0e
“Job” is shorthand for what an individual really seeks to accomplish in a given circumstance.
But this goal usually involves more than just a straightforward task; consider the experience a person is trying to create. What the condo buyers sought was to transition into a new life, in the specific circumstance of downsizing—which is completely different from the circumstance of buying a first home.

The circumstances are more important than customer characteristics, product attributes, new technologies, or trends.
Before they understood the underlying job, the developers focused on trying to make the condo units ideal. But when they saw innovation through the lens of the customers’ circumstances, the competitive playing field looked totally different. For example, the new condos were competing not against other new condos but against the idea of no move at all.
Ux  research  modeling  models  User 
april 2018 by carlseglem
Know Your Customers’ “Jobs to Be Done” via Instapaper http://ift.tt/2b63m3r
IFTTT  Instapaper 
march 2018 by jonathan
After decades of watching great companies fail, we’ve come to the conclusion that the focus on correlation—and on knowing more and more about customers—is taking firms in the wrong direction. What they really need to home in on is the progress that the customer is trying to make in a given circumstance—what the customer hopes to accomplish. This is what we’ve come to call the job to be done.

“Job” is shorthand for what an individual really seeks to accomplish in a given circumstance.

“I asked people to draw a timeline of how they got here,” he recalls. The first thing he learned, piecing together patterns in scores of interviews, was what did not explain who was most likely to buy.
kickstarter  design/ux 
december 2017 by dwhite
Idea in Brief What’s Wrong Innovation success rates are shockingly low worldwide, and have been for decades. What’s Needed Marketers and product developers…
from instapaper
december 2017 by mledu
Is innovation inherently a hit-or-miss endeavor? Not if you understand why customers make the choices they do.
business  jobstobedone  service  servicedesign 
november 2017 by garrettc
Idea in Brief What’s Wrong Innovation success rates are shockingly low worldwide, and have been for decades. What’s Needed Marketers and product developers…
from instapaper
august 2017 by mortenjust
Looking for examples for "Jobs to be done" other than the milk shake? Here you go:
from twitter
march 2017 by findingmarbles
Idea in Brief What’s Wrong Innovation success rates are shockingly low worldwide, and have been for decades. What’s Needed Marketers and product developers…
from instapaper
march 2017 by adamayers
A look at how data analytics aren't everything. Sometimes it's about focusing on a customers "job to be done" which can be subtle, nuanced, and irrespective of profiling.

The original magazine article is slightly more involved
freelance  inspiration  analytics  money  reference  marketing  business  tutorial 
february 2017 by badlydrawnrob
Innovation success rates are shockingly low worldwide, and have been for decades. Marketers and product developers focus too much on customer profiles and on correlations unearthed in data, and not enough on what customers are trying to achieve in a particular circumstance.
jtbd  uxresearch 
january 2017 by roboto
By Clayton Christensen (and others) - Sep 2016
articles  UX  business 
january 2017 by mycotn
Innovation success rates are shockingly low worldwide, and have been for decades. Marketers and product developers focus too much on customer profiles and on correlations unearthed in data, and not enough on what customers are trying to achieve in a particular circumstance. via Pocket
IFTTT  Pocket 
november 2016 by jwelde
"...the focus on correlation—and on knowing more and more about customers—is taking firms in the wrong direction."
from twitter
september 2016 by japhy
Innovation success rates are shockingly low worldwide, and have been for decades. Marketers and product developers focus too much on customer profiles and on correlations unearthed in data, and not enough on what customers are trying to achieve in a particular circumstance.
product_management 
september 2016 by camlinke
Idea in Brief What’s Wrong Innovation success rates are shockingly low worldwide, and have been for decades. What’s Needed Marketers and product developers…
september 2016 by jkleske
RT : In summary: Innovation that's *actually useful* is far more profitable:
from twitter
september 2016 by andyhoward
Successful innovators start by identifying the badly done jobs in customers’ lives, and work from there.
from twitter_favs
september 2016 by _m_space
Article promoting Christensen's forthcoming book, "Competing Against Luck"
JTBD  jobstobedone  claychristensen  HBR  innovation  productmanagement  marketing  design 
september 2016 by loganyork
Innovation success rates are shockingly low worldwide, and have been for decades. Marketers and product developers focus too much on customer profiles and on correlations unearthed in data, and not enough on what customers are trying to achieve in a particular circumstance. via Pocket
IFTTT  Pocket 
august 2016 by pkontopoulos
"After decades of watching great companies fail, we’ve come to the conclusion that the focus on correlation—and on knowing more and more about customers—is taking firms in the wrong direction. What they really need to home in on is the progress that the customer is trying to make in a given circumstance—what the customer hopes to accomplish. This is what we’ve come to call the job to be done."
august 2016 by grattucker
Idea in Brief What’s Wrong Innovation success rates are shockingly low worldwide, and have been for decades. What’s Needed Marketers and product developers…
from instapaper
august 2016 by wtd
Idea in Brief What’s Wrong Innovation success rates are shockingly low worldwide, and have been for decades. What’s Needed Marketers and product developers…
from instapaper
august 2016 by benkutil
Nice primer on JTBD - understanding the multi-dimensional goals a person is trying to accomplish in a given task:
from twitter_favs
august 2016 by readywater