15. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value
What are people trying to get
regardless of what they are currently buying
done?
17. JTBD Framework
2. Probe on needs,
seek a bike
because it leads to
me reaching my destination
attitudes, and circumstances
seek this bike
seek the bike
because because
I need to travel this road
It expresses my style
23. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value
1. Ignore your pre-conceived notions
2. Probe on needs, attitudes, and circumstances
3. Keep asking “why”?
4. Break down the occasion into sub-occasions
5. Pinpoint what drives demand
6. Think through all the stakeholders
7. Evaluate what causes each stakeholder to act
24. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value
What do people do today?
What are the pain points?
25. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value
What is the “real” competition?
The competition to do the jobs
26. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value
What is the criteria of success?
How can you measure success?
27. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value
What hinders the adoption of the
What we must avoid?
solution?
What could prevent accomplishment of jobs and
success?
What could prevent purchase?
28. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value
How much money is at stake?
Feasibility of implementing the solution
29. Conclusion
1. Probe deeply into the underlying jobs
– Don’t focus on how an existing product can be adjusted
– Keep asking “why?”
2. Understand current approaches and drivers
– Explore why they use what they currently use
– What are the existing pain points?
– What are they unwilling to give up?
– What tradeoffs are they willing to make?
3. Know how success will be measured
– What obstacles will keep them from being satisfied?
4. JTBD will be limited if you’re not talking to the right people
– Who will be using the new products / services?
– Who will be the heaviest users?
Hinweis der Redaktion
Ask half of the crowd to be Clients, And half of them to be
Ask half of the crowd to be Clients, And half of them to be
Ask half of the crowd to be Clients, And half of them to be
Ask half of the crowd to be Clients, And half of them to be
Ask half of the crowd to be Clients, And half of them to be
Ask half of the crowd to be Clients, And half of them to be