You’ve got value. Mad value. Now, let’s package it in a way that’s irresistible. Dive deep into the “Offer Era”. It’s about making sure when you throw out your pitch, no one – and I mean NO ONE – can resist it.
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Jobs to be Done - Constraints and Situations
JTBD methodology demystifies customer behavior, focusing on roles’ ultimate delivery responsibilities. Understanding tasks, constraints, and situations guides innovation to fit within existing job frameworks effectively.
What’s the Deal with Jobs to be Done?
The “job to be done” method helps us understand what customers want. It’s like having a map instead of guessing. Created by Anthony Ock and made famous by Clayton Christensen, it’s our strategy compass. It helps us make products people actually want, cutting out the confusion about why things sell or not.
The Methodology Breakdown
Here’s the deal: it’s about defining what customers do, step by step. We look at how they do things now and ask, “How can we do this better?” It’s about changing the process of delivering something, not creating a whole new thing.
What’s the Job, Really?
Imagine you’re hiring someone or something to help you do your job better. As a CEO, your job might be to skyrocket revenue. If you’re in marketing, it might be about generating tons of leads. Your role has specific outputs you’re expected to deliver.
Breaking Down the Job
A job isn’t just one thing; it’s a series of steps. Take the example of a person stuck on an island. If their job is to stay alive, their steps might involve finding food, water, and shelter. If it’s to get home, steps could be signaling for help or finding a way off the island. Defining the right job is super important—it shapes why we do things better.
Understanding Their World
Knowing where customers are, what they need, and what limits they have is key. Constraints, like limited money or time, affect how we solve their problems. If we can’t fit within their constraints, our product might not be their solution.
Now, we’re moving to defining the situation (like being stuck on an island) and the constraints (like having no shoes or resources) for our customer avatar. It’s about understanding their world before we build a solution.
Think of it like this: you can’t get somewhere without knowing where you are. Defining the job, steps, situation, and constraints gives us a clear path to help customers succeed.