Читать книгу The Jobs To Be Done Playbook - Jim Kalbach - Страница 6

Foreword

Introduction

At a time when consumers have unprecedented choices, JTBD offers a way of seeing markets to maximize growth around customer needs. The core message of JTBD is clear: focus on people’s objectives, not on your company, offering, or brand.

Chapter 1: Understanding Jobs to Be Done

JTBD is a broad field with a decades-old history and varying perspectives unified by a set of shared principles. Begin your JTBD by understanding the core tenets of the theory and practice.

Chapter 2: Core Concepts of JTBD

A common language of JTBD helps filter otherwise irregular market feedback into a normalized system. Apply the JTBD framework to better predict your customer-driven growth.

Chapter 3: Discovering Value

People value products and services that help them get a job done. Find your opportunities by interviewing people in your market and mapping their job.

Chapter 4: Defining Value

JTBD provides a way to model various aspects of your market. Identify unmet needs and define your target markets all through the JTBD lens.

Chapter 5: Designing Value

JTBD is versatile and provides many techniques for developing solutions. After understanding the problem you are solving, use JTBD to design products and services that customers really want.

Chapter 6: Delivering Value

Offering solutions that get a core job done can create a strong market pull, but that’s often not enough. Use JTBD to accelerate your go-to-market efforts as well.

Chapter 7: (Re)Developing Value

JTBD not only frames innovation and marketing efforts, but it also provides a way of grounding strategy in real-world observations. Use various techniques to guide your business at the highest levels.

Chapter 8: JTBD in Action

The practice of JTBD includes various methods and techniques. Find the best combination of plays to fit your situation and address your specific challenges.

Final Thoughts

Quick Reference: JTBD Plays

Resources on JTBD

Index

Acknowledgments

About the Author