Understanding is everything. JTBD is the best framework for product marketing and management, but it can seem a bit hard to grasp. USEFUL can help your team to do that.

1. Jobs-to-be-Done
training program
Facilitated by USEFUL
September 2016
hello@useful.agency

2. Who are we?
We did a lot of account planning in digital
agencies, as well as product marketing at Dream
Industries. Now we help startups and e-commerce
ventures to research their users and build
proper messaging strategies.
Some of our clients: The Locals, Rybakov Fund,
Zenmoney, Boft, Red Keds, Geobeat

3. 1. What’s JTBD methodology
2. Why leading IT companies use it today
3. How it can be applied to your product
4. What you need to do that, how we can help
What we’ll try to make
clear in 30 mins

4. 1. No product/market fit
2. It’s unclear why customers behave the way they do
3. Communication with low ROI: bad conversion, low-
quality leads
4. Teams speak about user problems in different
languages
Some of the frequent
problems…

5. There’s one solution
Jobs-to-be-Done is a marketing framework made
popular by Clayton Christensen, a Harvard
professor best known for his theory of
disruptive innovation.
The job is neither a product nor its features,
but a higher purpose it’s hired for. JTBD
helps to understand customer’s motivation,
what anxieties and habits prevent him from
switching, which alternatives he considers and
how the product can be improved.
A short video with
Clay explaining the
basics of JTBD

6. 1. To display true empathy when discovering
customer problems
2. To talk about important stuff in clear
language (in videos, landings, emails, etc.)
3. To launch new products and improve existing
ones without blind / idle iterations
4. To see the real competition (incl. other
categories)
JTBD helps leading IT
companies:

7. How JTBD helps Intercom
Product marketing:
products aligned with
key user problems and
described on separate
landing pages
CRO: structures and
messages on these pages
are in line with the
same JTBDs (more details
in their article)
Onboarding: the first
session begins with a
tutorial focused on
popular jobs (which
reduces the churn)

8. How JTBD helpsYandex
Product management: doing
user interviews and
planning new features (more
details in this video)
Acquisition: short ads about
the context of hiring
products (here’s an example)

9. Interview
A 30-minute talk with a
customer about his
particular problem and his
experience of solving it.
5-8 interviews enable to
understand key drivers and
barriers that matter when
switching from the old
solution to yours.
Timeline
Customer’s path from
passive looking to
satisfaction. It’s very
useful to visualize the
progress he makes towards
solving the problem in
order to help him on each
stage, product and comms-
wise.
Emotional forces
True empathy lies in
focusing on the context of
registering, buying or
cancelling a subscription,
but not on the person. What
made him do that on that
particular day? What was he
tired of? Maybe he was
afraid of something?
Main tools

10. Marketing of a healthy company
Research
(interviews, surveys, competitive analysis)
Making new
features /
prototyping
Product
analytics
NPS
Comms
planning
(messaging,
touchpoints)
Web
analytics
A/B testing
Synthesis
(timeline,
emotional
forces, job
stories)

11. Preparation
• Write a brief
• Invite
participants
• Prepare the room
• Prepare the deck
• Schedule
interviews
The sprint
• Learn theory
• Do the interviews
• Write job stories
• Generate ideas
• Get some feedback
• Daily summaries
Aftermath
• Update the roadmap
• Document
• Summary email
• Participant survey
• Planning next
steps
What needs to be done

12. Day 1
• Introduction: what is
JTBD, how to use it
and why
• Theory: interviews,
timeline, forces
• Assignment 1: do 5
interviews, analyse
Day 2
• Assignment 1 review,
discussion
• Theory: JTBD
statement, job stories
• Assignment 2: write a
statement & job
stories for a certain
segment / type of user
• Assignment 2 review,
discussion
Day 3
• Theory: product vs.
communication, how to
use job stories, how
to generate ideas
• Assignment 3: product
improvement, CRO,
churn reduction
• Assignment 3 review,
discussion
The sprint in detail

13. Why hire us?
1.Deep plunge into relatively complex methodology
2.Adoption through practice on real projects
3.Immersion of the whole team at once
4.Quick user research (can be used as a sample)
5.Improvement of product strategy & communication

14. How much?
PREPARATION
10 hours
40 hours = 120 000 RUR
THE SPRINT
24 hours
AFTERMATH
6 hours

15. Start growing faster
through understanding.
hello@useful.agency
+7 925 58 58 876
Artem Zhiganov