Читать книгу The Jobs To Be Done Playbook - Jim Kalbach - Страница 17

Overall, JTBD provides a human-centered way of viewing people you serve. The approach lets you connect with customers on their own terms. Use JTBD to focus your business on customer needs for improved performance and success.

JTBD is a foundational activity that enjoys longevity. Findings can be valid for years to come, helping you avoid the volatility of opinion-based research. As a result, you should find it is easier to future-proof your offering: since jobs are stable in time, they typically don’t change at a rate faster than solutions do.

More importantly, JTBD shows causality: people act and decide in ways that help them achieve their objective. This, in turn, reveals real opportunities. Your ultimate aim is to use jobs thinking to find those solutions that have a good product-market fit and increase demand.

The effect is that JTBD helps break down silos between units within an organization. The common language fosters cross-departmental collaboration and aligns different teams to consistent targets. JTBD can be part of an overall mindset shift and cultural transformation.

Finally, JTBD is compatible with modern techniques, such as Design Thinking, Agile, and Lean. For instance, take an unmet need from JTBD research and turn it into a “how might we...” statement to kick off empathy-building exercises and ideation. Or user stories in Agile could be generated and organized based on jobs. Lean experiments could be framed around hypotheses statements that are grounded in JTBD research.