The Jobs to Be Done Playbook
To be consistent in describing goals, follow this simple pattern for writing job statements.
Jim Kalbach, Micahel Tanamachi, • The Jobs to Be Done Playbook
The job map helps find opportunities for your business systematically, as well as ways to create new value. Once completed, ask yourself these and other questions to get started: • Is there a more efficient order of stages in performing the job? • Where do people struggle the most to get the job done? • What causes the job to get off track? • Can
... See moreJim Kalbach, Micahel Tanamachi, • The Jobs to Be Done Playbook
Despite some common terminology and desired end results, the field of JTBD has unfortunately split into different schools of thought.
Jim Kalbach, Micahel Tanamachi, • The Jobs to Be Done Playbook
First, in JTBD a “need” is seen in relation to getting the main job done. Needs aren’t demands from a solution, but an individual’s requirements for getting a job done. For instance, if a main job is defined as file taxes, needs in getting that job done may be minimize the time it takes to gather documents or maximize the likelihood of a getting a
... See moreJim Kalbach, Micahel Tanamachi, • The Jobs to Be Done Playbook
To reiterate, JTBD provides a sequence for innovation: start with the job performer and the main job defined at an appropriate functional level. Create solutions that get that job done first. Then consider aspects like emotions and aspirations for framing how the solution gets implemented and delivered to a market.
Jim Kalbach, Micahel Tanamachi, • The Jobs to Be Done Playbook
Reflect an end state. Avoid framing main jobs as ongoing activities. It’s problematic to start a main job with words like manage, maintain, keep up, and learn because they don’t have a clear end state. For example, learn all there is to know in a given field isn’t a good main job. When is learning done? Similarly, formulating a job as manage
... See moreJim Kalbach, Micahel Tanamachi, • The Jobs to Be Done Playbook
- Jobs are stable over time, even as technology changes.
Jim Kalbach, Micahel Tanamachi, • The Jobs to Be Done Playbook
One trick is to think of a silent “I want to...” in front of each statement that then gets omitted later.
Jim Kalbach, Micahel Tanamachi, • The Jobs to Be Done Playbook
A dozen hour-long interviews usually suffice. In more complex situations, it may be necessary to interview two or more dozen people. The aim is to get enough feedback from enough people to find clear patterns. You’ll know when you’ve done enough interviews when you can start predicting how people will respond.