Читать книгу The Jobs To Be Done Playbook - Jim Kalbach - Страница 34

Ask yourself, “Who holds the insights we need to uncover?” In some cases, it may be obvious who the primary job executor is, for instance, with simple consumer products. In B2B situations, you may need to sort out the potential roles you can target and get agreement from the team. Ultimately, you’ll want to consider a range of different functions as a system of job performers, but at first the primary concern is sorting out the job performer.

Very often, the term for the job performer is directly related to the main job. Keep it simple. For instance, if the main job is to attend a conference, the job performer is a conference attendee. Or, if the main job is to prepare a meal, the job performer is a meal preparer.

Keep in mind that major factors around performing the job, such as expertise, may impact the definition of the job performer. A professional chef may go about preparing a meal differently than a home cook when preparing a meal. You can qualify the main job with relevant circumstances to get the right job performer, e.g., prepare a meal at home.

One approach while scoping the JTBD domain is to interview experts in a given domain initially. This often accelerates your learning about how to get a job done. So even if you frame the main job as prepare a meal at home, you can still learn a great deal from master chefs initially. However, unless chefs are your job performers, you shouldn’t complete the JTBD research with experts. Instead, target a general group of job performers to get their insights and priorities.

Defining the main job and job performer really go hand in hand. You’ll likely define both at the same time, going back and forth as you do. Interview a few potential job performers to see if you’re on the right track. A few informal conversations can do wonders for narrowing in on the distinctions and labels that will make the most sense.