The document summarizes a presentation given by Bob Moesta and Chris Spiek of The Re-Wired Group on October 28th, 2013 about understanding customers' "jobs-to-be-done" rather than just focusing on products and their features. It introduces the concept of a "job" as what a customer is trying to accomplish rather than just the product or solution itself. The presentation discusses frameworks for understanding the context of customers' problems and analyzing the timeline of their decision-making process, including the forces that drive them to try new solutions or maintain the status quo. It also briefly mentions the Kano model of quality as it relates to jobs-to-be-done analysis.

1. The
Re-Wired
Group
Jobs Consumers Are Trying to
Get Done
Innovation from the Consumer’s Perspective
Presenter:
Date:
Location:
Bob Moesta & Chris Spiek | The Re-Wired Group
October 28thth 2013
Business of Software

2. The
Re-Wired
Group
Bob Moesta
Designer, Engineer, Salesman, Marketer, General Manager
Innovator, President, CEO, CFO
I have been blessed with the opportunity to work directly with some great mentors in Clayton
Christensen, Dr. Genichi Taguchi, W. Edwards Deming, John B. Palmer and many others.
“ A struggling moment is the seed of innovation.
”

3. The
Re-Wired
Group
Chris Spiek
Serial Entrepreneur, Business Model Designer, Product
Development & Innovation Consultant
I grew up in the web space, and have experienced first-hand the pain, frustration, and failure that comes
from not understanding what it takes to get people to switch to a new solution.
What is
“ The Switch:start usingthe consumer going to stop doing
when they
your product?
”

4. 4
The
Re-Wired
Group
I Have Helped Develop & Launched
+3000 New Products
November 19, 2013

5. The
Re-Wired
Group
What is a Job-To-be-Done?
The premise is simple: customers don't just buy products
They "hire" them to do a job.
“People don't want to buy
a quarter-inch drill…
The
SOLUTION
(WHAT)
Product Language – Features & Benefits
…they want
a quarter-inch hole!"
The
JOB
(WHY)
JTBD Method
Job Language – Outcomes & Value
Theodore Levitt
Harvard Business School
October 28th 2013 at www.BusinessofSoftware.org

6. The
Re-Wired
Group
Value = f(Context, Do, Candidates, Product, $)
Content vs. Context
People don’t just buy stuff.
They buy what stuff does for them.
Content is what you make for them
Context is what you mean to them
People buy on emotion and justify with logic.
October 28th 2013 at www.BusinessofSoftware.org

7. The
Re-Wired
Group
Technology Independent Hiring Criteria
The Context I am in
Hiring
Criteria
What I am Trying to Do
Product or Service
I Hire to Help me
Make Progress
The Progress I am Trying
to Make
October 28th 2013 at www.BusinessofSoftware.org
Firing
Criteria

8. The
Re-Wired
Group
From Descriptive to Perscriptive
Jobs-to-be-Done
Analysis
JTBD Interview
Looking Back
(Descriptive
Model)
October 28th 2013 at www.BusinessofSoftware.org
JTBD & Hiring Criteria
Looking Forward
(Perscriptive
Model)

9. The
Re-Wired
Group
Two Key JTBD Frameworks
1. The Forces Diagram
2. The Timeline
Bonus: The Kano Model of Quality
October 28th 2013 at www.BusinessofSoftware.org

10. #JTBD Forces Of Progress
The
Re-Wired
Group
Struggling
Moment
Business
as Usual
New
Behavior
Two Forces Promote a New Choice
Push of the Situation
Habit of the Present
The tug of historical allegiances
Jane Doe
Problem solving – Make it better
Pull of New Solution
Attraction of relevant news
Anxiety of the New Solution
Uncertainty surrounding a new choice
Two Forces Block Change
October 28th 2013 at www.BusinessofSoftware.org
Concept
Of New Way

11. The
Re-Wired
Group
#JTBD Timeline
First Thought
Passive
Looking
Event #1
Event #2
“Finished”
Or Experienced
Buying
Active
Looking
Or
Deciding
Consuming
October 28th 2013 at www.BusinessofSoftware.org
Satisfaction

12. The
Re-Wired
Group
The Kano Model of Quality
October 28th 2013 at www.BusinessofSoftware.org

13. The
Re-Wired
Group
Bob Moesta
bmoesta@rewiredinc.com
@bmoesta
October 28th 2013 at www.BusinessofSoftware.org
Chris Spiek
cspiek@rewiredinc.com
@chriscbs