“Understanding a product’s actual job makes improving the product easier.
Clayton Christensen, professor at Harvard Business School talks about the job to be done. View more of the series at http://phoenix.edu/lectures.”
The Switch Workshop will be held in Detroit at the Madison Building on January 24th and 25th 2017!
Join us to take a deep dive into why people buy and how they switch from one product to another, using the Jobs-to-be-Done Framework.
The event is limited to 40 people and tickets always go fast, so if you’re interested, register now.
Want to go even deeper with your JTBD learning? Join us on Day 2 and participate in a quick, one day Jobs-to-be-Done project. We’ll put the JTBD tools to work and conduct a number of interviews focused on one product, then introduce some of the techniques that we use to analyze interviews and identify useful insights. >>Read More
As Jobs-to-be-Done continues to gain popularity in the SaaS community, many founders and product teams are struggling with the same question:
“How do we apply JTBD when there is no purchase?”
A conversation that I have on a weekly basis goes something like:
“My team at Slack is in charge of video and voice chat. We launched the feature and it’s going well but some users have tried it and keep using it, and some users have tried it once then stopped. We’re working to improve the feature and grow adoption, but we want to make sure we continue to please our loyal users, while also converting more trial users to adopters. How can we figure out why people are switching to the feature so we can understand how to improve it based on the jobs that it’s hired to do?”
We tend to use large consumer purchases like buying a car to teach jobs-to-be-done, so feeling uneasy about applying it to the adoption of a new feature is natural if you haven’t done it before.
The conversation with the Slack team is fictional, but the anxiety is real. I’ll use the new Slack feature as an example to lay out three steps that you can take to ease your anxiety and get ready to push forward with your project.>>Read More
Over the years we’ve worked to make Jobs-to-be-Done easier to learn and understand, but it can still be a complex idea to explain. If you’re struggling to convert a team member, this video of Sian detailing her journey will help.
Still getting push-back after sharing her video? Leave a comment here and let us know what you’re up against and we’ll help in any way that we can.