Introduction of the Jobs to be done framework #JTBD and help with some interview techniques. Focusing on Forces and Timeline techniques. For more: http://jobstobedone.org and https://valueprop.com.au

1. Jobs To Be
Done #JTBD
Introduction and interview technique

2. I am Steven Morey
You can find me at
linkedin.com/in/stevenmorey/

3. What is JTBD?
Jobs To Be Done is a framework used to
understand why customers hire and fire
products and services

4. People don’t by products
because of the type of person
they are, people buy because
they have a specific job to do!

5. Do you like Cake or Lasagne?

6. It really depends on
the situation

7. Persona: Jack
× Mid 30’s
× Sales Manager
× University Degree
× $120K
× 2 Children

8. Where is Jack going
for dinner?

9. It really depends on
the situation!
JTBD looks at why people hire a
product or service to do a
specific job

10. It really depends on
the situation!
Look at the customers needs
before focusing on their
attributes

11. “If I had asked people what they
wanted, they would have said faster
horses.” – Henry Ford

12. You may have heard this
saying before, but it is
actually false!
However, it does explain beautifully
the customers needs behind the
solution

13. Jobs and needs don’t change a
great deal, but the solution we
hire does

14. Marketing
× Understand
customers better
× Segment
customers better
× Improve your
messaging
× Build more
powerful value
propositions
Where can JTBD be used?
Product
× Align with sales
× Build better
products
× Learn which
features to build
or enhance
× Discover which
features to
abandon
Sales
× Target customers
needs better
× Charge more for
products and
services
× Discover which
features to
abandon

15. … and most importantly
Create a singular language for all parties
involved in product conception, delivery and
market feedback

16. JTBD Interviews
× 15min – 1 hour
× Purchased within 90
days
× Forces Diagram
× Timeline

17. Forces Diagram
For someone to move
from their existing
behaviour to a new
behaviour, there is two
forces are influencing
them: progress-making
forces, and progress-
hindering forces.
The Rewired Group’s ‘Four Forces’ diagram http://www.therewiredgroup.com/

18. The JTBD timeline of purchase
first trigger satisfied?
event #1
event #2
buying
passive looking active looking deciding consuming

19. Trigger Questions
The point of purchase
× When did you purchase the
product?
× Where were you?
× What time of day was it?
(daytime/ night time?)
× What was the weather like?
× Was anyone else with you at
the time?
× How did you purchase the
product?
× Did you buy anything at the
same time?
Finding the first thought
× When did you first realize you
[needed something to solve
your problem]?
× Where were you?
× Were you with someone?
× What were you doing, or
trying to do when this
happened?

20. Tips & Tricks
× Why, why, why?
× Never say “usually” when
asking a question. Encourage
stories.
× Look for inconsistencies.
× Pay attention to nonverbal
cues.
× Don’t be afraid of silence.
× Don’t suggest answers to your
questions.
× Ask questions neutrally.
× Don’t ask binary questions.
× Only ten words to a question.
× Only ask one question at a
time, one person at a time.
× Make sure you’re prepared to
capture.
× Search for the emotional
energy
× Retell it wrong on purpose to
prompt more detail

21. Any questions?
You can find me at
https://valueprop.com.au
👍

22. Credits
Special thanks to all the people who helped make
this presentation possible!
× http://www.elezea.com/2013/11/progress-making-forces/
× https://medium.com/@heavywinter/eager-sellers-stony-buyers-the-four-progress-making-
forces-7deeba3b5b12
× http://www.therewiredgroup.com/
× And of course http://jobstobedone.org