A guide towards innovation. Highlight the human need you're trying to fulfill. I enjoyed reading this a lot since is part of the day to day of any modern industry trying to solve the problems of humans.

1. Welcome to
Jobs-To-Be-Done Framework
#JTBD

2. The Milkshake Story

3. Focused on the product

4. Asked the customers

5. Profiled their targeted consumers
into market segments

6. Still no results!

7. Observed customers

8. Context

9. They interviewed them
about the purchase

10. Discovery!

11. We buy because a product helps us get a job done.
We hire products to do jobs for us.

12. Jobs-To-Be-Done Conventional Marketing
Frames customers by
attributes—using age ranges,
race, marital status, and other
categories.
Focused on what companies
want to sell, rather than on
what customers actually need.
Focuses on the problem
customers would like to
solve.
Focuses on understanding
the “job” for which
customers find themselves
“hiring” a product or
service.

13. Some jobs are timeless, but the
solutions may not be.

14. Transporting documents to far away places.
Pharaohs hired foot couriers & homing
pigeons to transport documents
President Roosevelt hired trains to
get his documents across the US
Today businesses hire FEDEX to fly their
documents across the world.

15. JTBD Principles
• Job: A situation someone wants to resolve
• Hire: Choosing and using a job
• Fire: No longer using a solution for a Job-To-Be-Done
• Consideration Set: Solutions being considered to hire for the job
• The Switch: The moment where there is an explicit choice towards a new
solution
• Forces: Emotional energy when using, buying, or switching to a product

16. The Equation of Progress
Jobs-to-be-Done forces diagram by Margaret Wilkins.

17. Timeline
The Switch
Source: jtbd.info

18. Switchers are important
By interviewing Switchers we learn
The Real Story
Trade-offs
Consideration Set

19. Interview Template
Source: jtbd.info

20. Point of
Purchase
Finding the
first thought
Uncover the consideration set, emotions,
and anxieties
Interview Technique

21. Interviews Help You
• Understand the journey your customer had to undertake in order to
make the commitment to your product.
• Get a better picture of the various emotional and social aspects
influencing the decision-making process.

22. Review
• Customers find themselves with a problem they would like to solve.
• JTBD is focused on understanding the “job” for which customers find
themselves “hiring” a product or service.
• Use interviews, timelines, the forces of progress to help you
understand the journey your customer had to undertake in order to
make the commitment to your product.
• Learn more at https://medium.com/the-job-to-be-done

23. “People do not want a quarter-inch drill, they
want a quarter inch hole.”
Theodore Levitt
American Economist and Professor at Harvard Business School

24. Thank You