Читать книгу The Jobs To Be Done Playbook - Jim Kalbach - Страница 27

How does the job get done? JTBD sees an “objective” as a procedure or a process. Job performers move through different stages of the goal as they strive to accomplish it. Understanding the process of the job performer’s intent is key to JTBD.

You can illustrate the main job in a chronological map with a sequence of stages. Consider each stage as a smaller job within the main job rather than tasks or physical activities. Because the job has to be “done,” be sure to formulate the job in a way that has an end state. It’s then helpful to think of the job as having a beginning, middle, and end stage as well.

Once you have the main sequence, specify smaller steps. Note that steps are not tasks, but the smallest discrete subjob in the process. The guidelines for job formulation in Table 2.1 apply to job steps, too.

It’s also possible to locate emotional and social aspects in a map of the main job. In the end, the map serves as a centerpiece in the JTBD framework that allows you to organize your description of the job. Later, you can use the job to organize needs as well. It becomes a central structure for compiling insight and focusing team conversations.

Using the main job, attend a conference as an example, the basic sequence could be visualized as shown in Figure 2.5.

FIGURE 2.5 Visualize the process of getting a main job done.

It’s critical to recognize that a job map is not a customer journey map. The aim is not to document how people come to your solution, decide to purchase, and stay loyal. That’s not their job to be done; it’s what your company wants them to do. Instead, a job map is a view into the behaviors and needs of individuals in the context of their daily lives. That may or may not include your solution.

A job map not only lets you see the bigger picture for strategic opportunities, but it also gives you a way to examine specific points that give rise to specific innovative ideas to fulfill a customer’s job. In some cases, the map provides enough insight on its own to get started finding the right solutions. For instance, a startup looking to experiment with solutions can use the job map to align its features and functions to the job.

The process of creating a job map is described in detail in Chapter 3, “Discovering Value.”