1.
Putting Jobs To Be Done to Work:
A Framework for Disruption

2.
@JimKalbach

3.
AGENDA
• Disruption
• Jobs To Be Done (JTBD)
• Practical Examples

4.
Disruption
Sustaining
WHAT IS “DISRUPTION“?
Lower performance:
Cheaper
Easier
Quicker
Convenient
PERFORMANCE
TIME
MARKET
DEMAND
LOW
HIGH

5.
Encyclopedias Wikipedia
Book stores Amazon
CDs MP3
Film photography
Digital
photography
Premium airlines Budget airlines
Rental cars Car sharing
Telephone VOIP

6.
GoToMeeting gets high-definition
video conferencing
chamilton Aug 2, 2011 - 5:00 AM CDT

7.
Skype for business

8.
JOBS TO BE DONE (JTBD)
Progress toward a goal
•Beyond demographics
•Not solutions
•Show causality
•Why people “hire“

9.
At the core of disruption is a
realization that opportunity
comes from of understanding the
jobs people want to get done.1

10.
PRACTICAL MODEL FOR JTBDs
DIMENSIONS
CIRCUMSTANCE

11.
DIMENSIONS: “HIRING“ A KEYLESS LOCK
• FUNCTIONAL -
Control access to my
home
• EMOTIONAL - Feel
secure and safe
• SOCIAL - Let visitors
in, keep strangers out

12.
• SITUATION – Private home-
owners need to let people in and
out when they are at work during
the day
• MOTIVATION – Solve the
problem of selective access and
of scheduling visit
• DESIRED OUTCOMES
- Maximize options for entry/exit
- Reduce chance of intruders
- Increase sense of security
CIRCUMSTANCES: “HIRING“ A KEYLESS LOCK

13.
Maximize my ability to allow visitors in during the
day
Minimize
Reduce
Lower
Maximize
Increase
Raise
Time
Ability
Effort
Chances
Likelihood
DIRECTION UNIT QUALIFIER
DESIRED OUTCOMES

14.
1. Maximize the ability to allow visitors in during
the day 1 2 3 4 5 6 7 8 9 10
Very low Very high
A. How important is this to you?
B. How well is this currently being satisfied?
DESIRED OUTCOMES SURVEY
2. Reduce the chance of intruders getting in
1 2 3 4 5 6 7 8 9 10
Very low Very high

15.
OPPORTUNITY
Satisfaction
Importance
TONY ULWICK

16.
JTBDs give designers a way of
capturing insight that leverages
our skills for finding real
business opportunities2

17.
APPLYING JTBDs
1. Understand the market
2. Design for the market
3. Speak to the market
4. (Re)define the market

18.
MAPPING

19.
„Indi Young, Mental Models. Rosenfeld Media, 2008.
Mental models give a deep
understanding of people’s motivations
and thought-processes, along with the
emotional and philosophical landscape
in which they are operating.
MENTAL MODELS

20.
#2 – DESIGN FOR THE MARKET
Job Stories
Alan Klement, “Replacing The User Story With The Job Story”

21.
#2 – DESIGN FOR THE MARKET

22.
#3 – SPEAK TO THE MARKET
Shift language to reflect JTBD
BEFORE
Our conference software features high-
definition video with the best resolution
AFTER
Connect with remote colleagues on a more
personal level with true-to-life video

23.
Functional job
(1)
Desired
outcome Situation
&
Motivatio
nFunctional job
(2)
Emotional
job Social job

24.
#4 – (RE)DEFINE MARKETS
“The greatest competitor [in tax
software] … was not in the
industry. It was the pencil. The
pencil is a tough and resilient
substitute. Yet the entire
industry had overlooked it.”
SCOTT COOK, Founder of Intuit

25.
#4 – (RE)DEFINE MARKETS
“Customers struggle when
they try to make their life
better but don’t know how.
We call this struggle a Job
to be Done.”

26.
JTBD offers a practical ‘lens’ to
view various aspects our your
organization and shift the view
from inside-out to outside-in3

27.
Surviving disruption requires a focus on
JTBDs, something relevant to designers
when applied in practical ways
1
2
3

28.
“People don’t want a
quarter-inch drill,
they want a quarter-
inch hole.”
THEODORE LEVITT

29.
Danke schön!
@JimKalbach
Jim.Kalbach@Gmail.com
www.experiencinginformation.com