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New Market Creation
How to win in new markets using
jobs-to-be-done thinking
Jobs-To-Be-Done Theory
People buy products and
services to get jobs done
People want to get the
whole job done ...
... on a single platform
Will pay more ...
to get the job done better
Insight into a high-profit,
market entry strategy
Define the
job-to-be-done
Discover
segment
Get the whole
job done
Define the
job-to-be-done
What job are people hiring
my product for?
New Market Creation
Adjust the
temperature
That’s what the product
does, but ...
What job are people trying
to get done?
Product-centric Customer-centric
What job are
people hiring my
product for?
What job is the
customer trying
to get done?
Adjust the
temperature
Achieve personal
comfort
Control a process
Optimize process
output
Kill weeds
Grow a crop
Define the job from the
customer’s perspective
The entire job,
not just part of it
Define the
job-to-be-done
Discover
segment
Get the whole
job done
Pay more to get the
job done better
Over served
Under served
Satisfaction
Importance
Does this segment
exist in your market?
Segmentation
Traditional Segments
Vertical SizeGeography
Satisfaction
Importance
Over served
Under served
Not Vertical
Satisfaction
Importance
Over served
Under served
Not Geography
Satisfaction
Importance
Over served
Under served
Not Size
Wrong Units
Convenient classifications do
not explain differences
Must segment around
unmet needs
Outcome-based
segmentation
Broad Market
Satisfaction
Importance
Over served
Under served
Factor and cluster analysis:
unmet needs
Satisfaction
Importance
Over served
Under served
Market Segments
People will pay more to get
the job done better
WillingnesstoPay
Low
High
No. of Job ExecutorsLow High
WillingnesstoPay
Low
High
No. of Job ExecutorsLow High
Need Curve™
Currently paying to get job done
Size of market
WillingnesstoPay
Low
High
Low High
Need Curve™
Increased Satisfaction
Premium market
No. of Job Executors
People will only pay more for
significant improvement
WillingnesstoPay
Low
High
Customer SatisfactionLow High
Success = Know All Unmet Needs
Define the
job-to-be-done
Discover
segment
Get the whole
job done
Get the whole
job done
Products rarely get the
whole job done
Get more of the job done
Get it done significantly better
Win a disproportionate
share of profits
Starve the competition
of capital
Raise the barrier
to entry
New Market Creation
New Market Creation
Adjust
environment
Monitor
conditions
Make
modifications
Return room
to original
condition
Define
comfort
Assess the
room’s
comfort level
Determine
what
variables to
adjust
Determine
what
adjustments
to make
Achieve personal comfort
Adjust
environment
Monitor
conditions
Make
modifications
Return room
to original
condition
Define
comfort
Assess the
room’s
comfort level
Determine
what
variables to
adjust
Determine
what
adjustments
to make
Thermostat
Adjust
environment
Monitor
conditions
Make
modifications
Return room
to original
condition
Define
comfort
Assess the
room’s
comfort level
Determine
what
variables to
adjust
Determine
what
adjustments
to make
Nest
7 times the price
5%
market share
5%
market share
20%
profit share
New Market Creation
Remove dirt
from carpet
Monitor dirt
removal
Adjust dirt
removal plan
Dispose of
dirt
Determine
condition of
carpet
Assess best
method to
remove dirt
Gather
needed
supplies
Set up for dirt
removal
Remove dirt from carpets
Remove dirt
from carpet
Monitor dirt
removal
Adjust dirt
removal plan
Dispose of
dirt
Determine
condition of
carpet
Assess best
method to
remove dirt
Gather
needed
supplies
Set up for dirt
removal
Traditional vacuum
Remove dirt
from carpet
Monitor dirt
removal
Adjust dirt
removal plan
Dispose of
dirt
Determine
condition of
carpet
Assess best
method to
remove dirt
Gather
needed
supplies
Set up for dirt
removal
Dyson
5 times the price
24%
market share
24%
market share
59%
profit share
New Market Creation
New Market Creation
Dozens of
jobs done
Thousands of
jobs done
5 times the price
21%
market share
21%
market share
72%
profit share
Let’s reinvent the TV
What job are customers
trying to get done?
Watch TV
Get jobs done by
viewing content
View content
Monitor the
viewing
experience
Modify
content
selection
Assess
experience
Determine
what jobs the
viewer wants
to get done
Determine
what content
will get the
job done best
Organize the
content for
viewing
Confirm
viewing plan
Get jobs done
View content
Monitor the
viewing
experience
Modify
content
selection
Assess
experience
Determine
what jobs the
viewer wants
to get done
Determine
what content
will get the
job done best
Organize the
content for
viewing
Confirm
viewing plan
Traditional TV
New Market Creation
View content
Monitor the
viewing
experience
Modify
content
selection
Assess
experience
Determine
what jobs the
viewer wants
to get done
Determine
what content
will get the
job done best
Organize the
content for
viewing
Confirm
viewing plan
Apple iTelevison
5%
market share
20%
profit share
Define the
job-to-be-done
Discover
segment
Get the whole
job done
Win big in
new markets
New Market Creation

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New Market Creation