Jobs to Be Done :: Overview and Interview Technique
34 likes9,662 views
The document discusses the Jobs to be Done (JTBD) interview technique, which helps uncover why customers hire or fire products based on their needs. It emphasizes understanding customer intentions rather than their attributes to inform marketing and product development. The content includes an overview of the framework, interview tools, and practical tips for conducting JTBD interviews.
Jobs to Be Done :: Overview and Interview Technique
- 1. Jobs to Be Done Interview Technique Brian Rhea Product Lead Revve @brhea Jason Hall Director of Marketing Craftsy.com @hall_jason
- 2. Contents & Agenda ● Framework Overview ● Interview Tools ● Example Interview ● Resources
- 3. What is JTBD? JTBD is a framework that helps you understand why people hire/fire products and services.
- 4. Customers don’t buy products because of the type of person they are, but because they have a job to do.
- 5. Do you like pizza or do you like steak?
- 6. “It depends on the situation.”
- 7. ● Early-forties ● Subaru Outback ● College educated ● Thornton, CO ● $90k-$110k Persona: Jane
- 8. Where is Jane going for dinner?
- 9. “It depends on the situation.” JTBD looks for why someone hires a product or service to fulfill a job
- 10. “It depends on the situation.” Understand Your Customers’ Intentions Before Focusing on Their Attributes
- 11. Jobs Don’t Change Much ... The Solution We Hire Does
- 13. Marketing ● Better messaging ● Customer context ● Use better words intercom.io
- 14. Product ● Which Features to Build ● Which Features to Improve ● Which Features to Kill
- 15. Product ● Build? ● Improve? ● Kill?
- 16. The JTBD Interview ● 30-45 minutes in length ● Tools: ○ Forces Diagram ○ Timeline
- 17. Forces Diagram
- 18. Timeline Source: Alan Klement via https://medium.com/the-job-to-be-done/a-script-to-kickstart-your-jobs-to-be-done-interviews-2768164761d7
- 20. Timeline Source: Andrej Balaz https://medium.com/the-job-to-be-done/jobs-to-be-done-interview-template-30421972ab2a First Thought Event One Event Two Purchase Progress-making Push / Pull Progress-hindering Anxiety / Habit
- 21. Interview
- 22. Tips & Tricks ○ Low-stakes, early research (even if not true!) ○ Documentary metaphor ○ Search for the emotional energy ○ Level-up ○ Retell it wrong on purpose to prompt more detail
- 23. Resources ● http://www.jobstobedone.org - Bob Moesta & Chris Spiek ● Mastering Jobs to Be Done Interviews on Udemy ● https://github.com/brianrhea/awesome-jtbd (pull requests welcome!) ● http://jtbd.info - quick primer on the JTBD framework ● Switch workshops - periodically held by The Rewired Group ● Brian Rhea - @brhea ● Jason Hall - @hall_jason Get out there and start doing interviews!