The Jobs To Be Done Playbook

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Jim Kalbach. The Jobs To Be Done Playbook

JOBS TO BE DONE

Contents at a Glance

Contents and Executive Summary

Foreword

Introduction

A Way of Seeing

About This Book

How This Book Is Organized

Who This Book Is For

CHAPTER1Understanding Jobs to Be Done

Defining JTBD

Perspectives of JTBD

Principles of JTBD

Benefits of JTBD

Recap

CHAPTER2Core Concepts of JTBD

Elements of JTBD

Job Performer

Jobs

MAIN JOB

RELATED JOBS

EMOTIONAL AND SOCIAL JOBS

FORMULATING JOB STATEMENTS

Process

Needs

Circumstances

Hierarchy in JTBD

Level Set with “Why?” and “How?”

Putting It All Together: Scope the JTBD Domain

Define the Main Job

Define the Job Performer

Form a Hypothesis About the Process and Circumstances

Recap

CHAPTER3Discovering Value

PLAYConduct Jobs Interviews

Recruit Participants

Prepare for Interviews

Conduct Interviews

Analyze the Data

PLAYRun Switch Interviews

The Switch Timeline

Variations on Switch

Customer Case Research

PLAYAnalyze the Four Forces of Progress

Four Forces in Action

PLAYConduct research

PLAYExtract insights around each of the forces

STEP 3Find your opportunity

Extending the Forces Diagram

PLAYMap the Main Job

STEP 1Create a job map

STEP 2Put the job map to use

Recap

CHAPTER4Defining Value

PLAYFind Underserved Needs

Outcome-Driven Innovation

STEP 1Gather all desired outcomes

STEP 2Formulate desired outcome statements

STEP 3Survey job performers

STEP 4Find opportunities

Related Approaches

PLAYCreate Goal-Based Personas

STEP 1Interview users

STEP 2Map interviews to variables

STEP 3Identify patterns in goals

STEP 4Describe the resulting persona

RELATED APPROACHES

PLAYCompare Competing Solutions

STEP 1Determine alternatives to compare

STEP 2Determine the needs to compare

STEP 3Rank how well each solution meets those needs

STEP 4Find your sweet spot in the competitive landscape

Related Approaches

PLAYDefine a Jobs-Based Value Proposition

Value Proposition Canvas

STEP 1Understand the customer profile

STEP 2Discuss the solution profile

STEP 3Ensure fit between the customer and the solution

STEP 4Form a value proposition statement

Recap

CHAPTER5Designing Value

PLAYCreate a Development Roadmap

Mapping the Road Ahead

STEP 1Define the solution direction

STEP 2Determine the customer needs to pursue

STEP 3Set a timeline

STEP 4Align the development effort to the roadmap

PLAYAlign Teams to Job Stories

Job Stories

Working with Job Stories

Job Stories in Action

STEP 1Understand job stages and circumstances

STEP 2Formulate job stories

STEP 3Solve for the job stories

Related Approaches: Need Statements

PLAYArchitect the Solution

Modeling Systems

USER ENVIRONMENT DESIGN (UED)

STEP 1Understand users and their work

STEP 2Identify focus areas

STEP 3Model the solution structure

Related Approach: Web Navigation Design

PLAYTest Hypotheses with JTBD

Leveraging JTBD in Experiments

STEP 1Formulate hypotheses

STEP 2Validate or invalidate hypotheses with experiments

STEP 3Make sense of learning and move forward

Recap

CHAPTER6Delivering Value

PLAYMap the Consumption Journey

Journey Maps in Action

STEP 1Initiate a journey-mapping project

STEP 2Investigate the steps in consumption

STEP 3Illustrate the journey in a diagram

STEP 4Align around the consumption journey

PLAYOnboard Customers Successfully

Get Customers off to a Good Start

STEP 1Learn about the customer

STEP 2Determine the optimal sequence of tasks for each learning type

STEP 3Design the onboarding experience

Extending the Technique

PLAYMaximize Customer Retention

Cancellation Interviews

STEP 1Conduct cancellation interviews

STEP 2Find patterns in cancellation reasons

STEP 3Address the root causes

Extending Understanding of Retention

PLAYProvide Relevant Support

Jobs-Driven Customer Support

STEP 1Listen for the job

STEP 2Clarify and assess

STEP 3Resolve the issue

Recap

CHAPTER7(Re)Developing Value

PLAYSurvive Disruption with JTBD

STEP 1Determine the strengths of the disruptor

STEP 2Identify your own company’s relative advantages

STEP 3Evaluate barriers

PLAYStrategize Around JTBD

JTBD Growth Strategy Matrix

STEP 1Segment customers by JTBD

STEP 2Decide on a strategy

STEP 3Determine solutions that get the job done

STEP 4Craft a value proposition and create marketing campaigns

PLAYOrganize Around Jobs

STEP 1Cluster jobs into local groupings

STEP 2Organize around jobs

STEP 3Set success metrics and measurements

PLAYExpand Market Opportunities

STEP 1Look at the progress that people want to make

STEP 2Ask “What business are we really in?”

STEP 3Reframe your offering

Recap

CHAPTER8JTBD in Action

JTBD Methods

Outcome-Driven Innovation (ODI)

Jobs Atlas

Switch and Four Forces

JTBD Recipes

Recipe 1: Launch a New Product or Offering

Recipe 2: Optimize an Existing Product or Service

Recipe 3: Increase Demand for Existing Offerings

Recipe 4: Make Customers Successful over Time

Recipe 5: Build a Corporate Innovation Strategy

Bring JTBD to Your Organization

Recap

Final Thoughts

Quick Reference: JTBD Plays

Getting Started. Scope the JTBD domain

Discovering Value. 1. Conduct jobs interviews

2. Run Switch interviews

3. Analyze the Four Forces of Progress

4. Map the main job

Defining Value. 1. Find underserved needs

2. Create goal-based personas

3. Compare competing solutions

4. Define a jobs-based value proposition

Designing Value. 1. Create a development roadmap

2. Align teams to job stories

3. Architect the solution

4. Test assumptions

Delivering Value. 1. Map the consumption journey

2. Onboard customers successfully

3. Maximize customer retention

4. Provide relevant support

(Re)developing Value. 1. Survive disruption

2. Create a jobs-based strategy

3. Organize around jobs

4. Consider ways to expand market opportunities

Resources on JTBD

Index. A

B

C

D

E

F

G

H

I

J

K

L

M

N

O

P

R

S

T

U

V

W

Y

Z

Acknowledgments

About the Author

Footnotes. Introduction

Chapter 1: Understanding Jobs to Be Done

Chapter 2: Core Concepts of JTBD

Chapter 3: Discovering Value

Chapter 4: Defining Value

Chapter 5: Designing Value

Chapter 6: Delivering Value

Chapter 7: (Re)Developing Value

Chapter 8: JTBD in Action

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