Читать книгу The Jobs To Be Done Playbook - Jim Kalbach - Страница 12

Most distinctions between strategy and execution are meaningless. Judgment calls happen at all levels of an organization in a cascade of decision-making. In modern knowledge-worker-based companies, strategy isn’t confined to the upper echelons only—it happens throughout the enterprise. Managers and individual contributors alike need to be aligned to the same perspective, and everyone contributes to providing solutions that customers will value. JTBD provides a North Star to follow.

The CEO of a company, for instance, could look at customer JTBD to inform strategy. The director of a product line could leverage JTBD to prioritize development. A marketer could use JTBD to help shape messages. Support agents could use JTBD to solve customer issues in a consistent way. There are few parts of an organization that wouldn’t benefit from JTBD thinking.

This book is ultimately for change makers and transformation agents inside of companies looking to shift focus toward a customer-centric perspective. It’s suited for managers and thought leaders seeking internal alignment around solving customer problems and addressing unmet needs.

More specifically, this book is for people who have limited resources and would like to use JTBD in a lightweight manner. You don’t have to hire expensive consultants or execute lengthy, costly projects to benefit from jobs thinking. The techniques presented here reflect a simple view of JTBD so that you can get started right away.