Читать книгу The Jobs To Be Done Playbook - Jim Kalbach - Страница 23

The main job is the overall aim of the job performer. Determining the main job defines your overall playing field and sets your scope of innovation. You should express the main job in functional terms, such as a utilitarian goal. It’s an act that will be performed and should have a clear end state—the “done” part of jobs to be done.

The main job is broad and straightforward, serving as an anchor for all other elements of your JTBD investigation. For example, prepare a meal, listen to music, or plan long-term financial well-being are examples.

The main job shouldn’t include adjectives like quick, easy, or inexpensive. Those are considered to be needs, or the metrics by which job performers compare solutions, which are handled separately. The main job is also different from your marketing message or value proposition statement, which tends to be persuasive to evoke an emotion.

Figure 2.4 illustrates the relationship of the different types of jobs, with the main job framing the primary scope of inquiry. It may be necessary to look at related jobs when devising a solution, or to consider broader jobs or narrower jobs. The main job sets your focus and everything else is seen in relation to it.

FIGURE 2.4 The main job sets the focus of inquiry and innovation with other aspects in relation to it.