The Jobs to Be Done Playbook
A simple timeline is used during the interview instead of a discussion guide. Because it may be hard for participants to remember their first thought—or their original needs—the technique works backward through the points on the timeline. Get participants to give you the “documentary” version of their purchasing journey. The timeline represents the
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To be consistent in describing goals, follow this simple pattern for writing job statements.
Jim Kalbach, Micahel Tanamachi, • The Jobs to Be Done Playbook
Chris Spiek and Bob Moesta, “Unpacking the Progress Making Forces Diagram,” JTBD Radio (podcast), February 23, 2012, http://jobstobedone.org/radio/unpacking-the-progress-making-forces-diagram/ In this podcast, the creators of the Four Forces diagram discuss its intent and use in detail. You can either listen to the podcast or read the transcript. T
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People seek services that enable them to get more of their job done quicker and easier.
Jim Kalbach, Micahel Tanamachi, • The Jobs to Be Done Playbook
My definition of a job is simple and broad: The process of reaching objectives under given circumstances
Jim Kalbach, Micahel Tanamachi, • The Jobs to Be Done Playbook
There are four elements: Direction of change + unit of measure + object + clarifier • Direction of change: How does the job performer want to improve conditions? Each need statement starts with a verb showing the desired change of improvement. Words like “minimize,” “decrease,” or “lower” show a reduction of unit of measure, while words like “maxim
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Frame questions around each of the forces. • Problem (push): What do you struggle with at your current job? What’s less than ideal? • Attraction (pull): What excites you about the new role or company? How do you imagine your life improving? • Uncertainty (anxieties): What concerns do you have about the new role or company? • Habit (familiarity): Is
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Related jobs are adjacent to the main job, but are significantly different. For instance, if you define grow retirement portfolio as a main job, related jobs may be finance a new home or balance cash flow. Identifying related jobs as such can help your team understand the main job—what it is and what it is not.
Jim Kalbach, Micahel Tanamachi, • The Jobs to Be Done Playbook
“People don’t want a quarter-inch drill, they want a quarter-inch hole.”1
Jim Kalbach, Micahel Tanamachi, • The Jobs to Be Done Playbook
They recommend considering attitudes, or the personality traits relevant to getting a job done, as well as people’s backgrounds, or long-term context that affects decision-making. Together, these drivers—circumstances, attitudes, and backgrounds—form the basis of segmenting individuals into different segments based on their goals.