This week we continue to share audio of a recent trip to Boston to visit Clayton Christensen. Clay shares the story of when Andy Groves of Intel asked him to explain how disruption would affect his company. He reinforces for us the concept that when applying a framework such as Jobs-to-be-Done, it’s always important to show people how to think, not what to think.
This week Bob and Chris are honored to be joined by Clayton Christensen on Jobs-to-be-Done Radio. Clay discusses why he thinks the JTBD framework is so important and talks through how it is used to understand causality and what drives consumer to buy.
He also uses OpenTable as an example of a company that has experienced success by nailing the job-to-be-done and understanding the progress-making-forces at play when making a reservation at a restaurant.
Also, be sure to check out Taddy Hall’s recent article in Time: Differentiation: A Surprising Story of Sameness.
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This week presented a great opportunity to bring some special guests to the Jobs-to-be-Done Radio Show.
Bob and Chris are joined by John Palmer, who worked with Bob in the early 90s to create the Jobs-to-be-Done Framework, as well as Bob Barrett and Ervin Fowlkes who are colleagues at The Re-Wired Group. Read More
This week’s show features guest Stephen Mohan, Managing Director of Operational Services of Cofunds. Stephen joins us to talk about financial services through the lens of Jobs-to-be-Done.
We contrast how the financial planner’s view of the competitive set (retirement plans, mutual funds, stocks) differs from the competitive set that consumers construct (buy what I want now and go into debt, keep my money as cash to avoid risk, do nothing). Read More
This week’s show starts out with a discussion around the swell of recent media that the Jobs-to-be-Done framework has received. We discuss the recent jobs-to-be-done Forbes article, as well as Clay’s guest appearance on the Critical Path radio show.
We also begin to explore the concept of engagement in the shopping process. We attempt compare and contrast the shopping behaviors of consumers as they purchase various products with seemingly low engagement (margarin, laundry detergent) with their behaviors as they purchase products with high engagement (homes, cars). Read More
Is education really a “job” if the student is forced or prompted to consume it in the way that we’ve designed it? There are a lot of great start-ups in the education space that are attempting to answer this question as they roll new products out into the market.
How can start-ups in the education vertical apply the Jobs-to-be-Done Framework to their products if the student’s consideration set is pre-determined for them? Should we focus on the teacher’s jobs, the student’s jobs, the administrator’s jobs? Read More
This week we talk through one of the tools that we use as we try to find Jobs-To-Be-Done: The Progress Making Forces Diagram.
This diagram is used to understand the forces that are at play when a consumer seeks to make progress (by purchasing a product or service).
Each force is unpacked and discussed in detail:
We also discuss how the Progress Making Forces diagram is used in conjunction with JTBD interviews, and take a deep dive into interviewing techniques that we use to tease out forces such as the anxiety that consumers have about the new solution.
Use the diagram below to follow along with the discussion. Also, feel free to use this diagram as you see fit (without altering the diagram to remove the Copyright or Re-Wired logo).
This week Lou Franco, Vice President of Atlasoft Product Strategy at Kofax, joins us as a special guest on Jobs-To-Be-Done Radio. Lou is gracious enough to take talk to us about his attempts to find differentiation in his sector of the software industry, and how he has employed the JTBD framework successfully with some recent product launches.
His story is a familiar one to many people in the product strategy role who are constantly challenged with finding new ways to set their product apart. Tune in to see how he found answers by applying Jobs-to-be-Done. Read More
In this week’s episode of Jobs-To-Be-Done Radio we examine energy-related jobs and the 5 Hour Energy Drink product through the lens of Jobs-To-Be-Done.
Bob talks through how the Kano Model can be used to categorize dimensions of value once the jobs have been defined, and the pitfalls that can be avoided by doing so (spending time and money optimizing around the wrong product attributes). We also discuss how to approach the identification of jobs that have a ritualistic or emotional aspect to them. Read More
In the evening on Christmas Day, Kellan Elliott-McCrea put together an interesting response to the question: “Why did Flickr miss out on the mobile opportunity Instagram is winning?” leveraging insights from Clay Christensen’s Innovator’s Dilemma. Kellan, who was a software architect at Flickr, begins to paint a picture using Clay’s disruption framework that positions Yahoo! (owner of Flickr) as the incumbent in online photo sharing, and Instagram as the disruptive entrant to the market.
After reading his answer, here’s my take on the issue. Read More