Curso Job-to-be-done / Jobs to be done theory - Introduction to the framework part 1: purpose, benefits, and relationship with customer needs

Meeting context

• Scope: Jobs-to-be-done course
• Study notes by Marcio S Galli
• Status: Working draft
• Reference meeting: "a06-200— minisites — mgalli — write — introduction to the jobs-to-be-done framework 8553bcd3-4a51-418b-9170-6d33b1607e73 Sunday, January 12⋅9:15 – 10:15pm"
• Parent meeting: "talk — j2bd — Ulwick's book PDF "Job to be done" — needs framework p 1 Sunday, January 12⋅10:30 – 11:30am"
• Episode 10
• Prior 9
• Next 11

Subject of study

• Type: Book, PDF
• Title: Jobs to be Done - Theory to Practice
• Author: Anthony W. Ulwick
• Date published: 2016
• Book PDF: https://jobs-to-be-done-book.com/
• Author: Anthony Ulwick
• Summary: Jobs-to-be-done course - study notes. This is part 1 related to the section entitled "Jobs-to-be-done Needs Framework". Ulwick presented the purpose and benefits of his framework, providing an introductory overview for how the framework will address the general problem/opportunity of customer needs.
• Tags: #jtbd #leanstartup #customervoice #customerneeds

The Jobs-to-be-done introduction to the framework part 1

• The importance of a structured approach to understand the customer needs;

• Authors referenced: Theodore Levitt, Harvard Business School marketing professor; Clayton Christensen;

Purpose of the framework 1

• Categorizing - customer needs
• Defining - customer needs
• Capturing - customer needs
• Organizing - customer needs

Purpose of the framework 2

• Produce Outcome Statements - that ties customer performance metrics (customer defined) to the job-to-be-done.

Benefits

• Discoverable hidden segment opportunities (p.48)
• Determination of which needs are underserved (p.48)
• Determination of which needs are overserved (p.48)
• Decide which strategies to pursue (p.48)
• Simplify ideation (p.48)
• Test concepts beforehand (p.48)
• Align activities of marketing, development, and r&d aiming customer value

Types of customer needs

• 1 - the core functional job-to-be done (p.49)
• 2 - the desired outcomes - tied to the core functional job-to-be-done (p.49)
• 3 - related jobs (p.49)
• 4 - emotional and social jobs (p.49)
• 5 - consumption chain jobs (p.49)
• 6 - buyer's financial desired outcomes

Relationship between the job and the customer metric, outcome

• Job - the overall task, the job that the customer is trying to execute
• Outcome - in the sense of "as measured by", or in the words of Ulwick (p 49) "an outcome is a metric the customer is used to measure success and value while executing a job".
• Ratio of 1:50 desired outcome statements - "for every funcional and consumption chain job" (p.49)

Framework purpose, and ambiguity

• It's not one need - "Reveals the complexity involved understanding all the needs in a market" (p.49)

• It's not one customer - "A diverse group of customers in a given market often collectively have well over 100 needs. " (P.49)