Читать книгу The Jobs To Be Done Playbook - Jim Kalbach - Страница 26

The value of JTBD lies in its consistent way of describing people’s goals and needs. Keep in mind that a job is not what your organization needs to do to deliver a service: it’s what the job performer wants to get done. Your team’s tasks are not your customers’ goals. Always think in terms of the individual’s perspective.

To be consistent in describing goals, follow this simple pattern for writing job statements.

verb + object + clarifier

Examples include: visit family on special occasions, remove snow from pathways, listen to music on a run, and plan long-term financial well-being. Keep in mind that needs are handled separately, so typically adjectives are omitted that qualify how well jobs get done.

Formulating job statements takes practice. To provide a common language for your organization, getting the words and syntax right is important. One trick is to think of a silent “I want to...” in front of each statement that then gets omitted later. Also don’t include other phrases like “help me...” at the front of the job statement. Instead, begin directly with a verb.

For clarity, it’s also possible to include examples after a job statement. Use the abbreviation “e.g.” to add some specific instances that are representative of the types of jobs you’re describing. For instance, you could qualify a job visit family on special occasions with e.g., a birthday, graduation, marriage, or holiday.

Table 2.1 outlines the guidelines for formulating job statements.

TABLE 2.1 RULES FOR FORMULATING JOB STATEMENTS

DOS	DON’TS
Reflect the individual’s perspective	Never refer to technology or solutions
Start with a verb	Steer clear of methods or techniques
Ensure stability over time	Don’t reflect observations or preferences
Clarify with context, if needed	Avoid compound concepts (no ANDs or ORs)

Table 2.2 shows some examples of incorrect job statements and the issue with their formulation. A better expression is provided in the column on the right following the above guidelines.

TABLE 2.2 EXAMPLES OF FORMULATING JOB STATEMENTS

INCORRECT	ISSUE	CORRECT
Search by keyword for documents in the database	Includes specific methods (keyword search) and technology (documents in database)	Retrieve content
People prefer to attend meet-ups and conferences that are nearby	Reflects an observation and preference Includes compound concepts	Attend an event
Find the cheapest airfares quickly	Includes needs, which should be considered separately (i.e., cheap and quick)	Find airfares
Help me plan a vacation that the whole family will enjoy	“Enjoy” is a need and should be separate Includes “help me” instead of starting with a verb	Plan family vacation

Jobs exist independent of your solution or offering. They are discovered through qualitative research, discussed in the next chapter.