Table of contents:-
- What are Jobs to be Done?
- Who invented the Jobs to be Done framework?
- How to implement Jobs to be Done?
What are Jobs to be Done?
Jobs to be done, also abbreviated as JBTD, is a framework used to prioritize the customer’s needs. This framework organizes and defines the requirements to make innovation by putting the product user’s needs forward.
Businesses and companies buy products to get a job done. This can include trendy designs, marketing through pamphlets, etc. Every product type has distinct goals and the buyer’s decision depends on income, affordability, age, location, gender, etc.
The Jobs to be Done theory aims to understand the users motivation and problems in order to come up with good solutions to their issues.
This framework is used by product development teams to understand their audience better and have an edge over their competitors. This way, the product can be designed and developed so that the job that the user is looking forward to getting done is completed effectively. In short, the focus is on what the customer wants as opposed to the product itself.
Who invented the Jobs to be Done framework?
Tony Ulwick invented the Jobs to be Done framework in 1991. He is the founder of Strategyn, a consulting company and he also wrote the book named, “Jobs to be Done: Theory to Practice.”
Outcome driven innovation is a strategy that Strategyn used to integrate the Jobs to be Done framework.
In an extensive user research conducted by the company, it was found that Cordis Corporation had a bloom with 20% market share after launching 19 products in the year 1993. They were not to have employed this framework.
Since then, it has been very popular amongst product teams.
How to implement Jobs to be Done?
An effective and marketable product is much more than its design, appeal and affordability. It is also about what problems it can solve, how it helps the users and what is the result it gives.
Let’s consider an example. A customer support team is looking to hire an automated response machine because they have an enormous audience to respond to in order to reduce the time spent on it manually.
Thus, it is crucial for the company to have an automated response system to get the job done ‘efficiently.’
Now, a development team that is developing an automation response system will take this problem into consideration and build a product to fulfill this need.
However, further research might reveal that additional benefits of such a product can be establishing rapport with the customer, boosting sales, directing traffic to the social media handles and the website, etc.
Thus, the overall outcome of buying such a product won’t be limited to merely solving a problem. Instead, it adds value to the company and helps them grow over the years.
Q: Who invented the Jobs to be Done framework?
A: Tony Ulwick invented the Jobs to be Done framework in 1991. It was incorporated through a strategy known as the outcome driven innovation.
Q: Why is the Jobs to be Done framework useful?
A: Jobs to be Done framework aims to understand the user’s motivation and problems in order to come up with good solutions to their issues. Thus, the product development teams can understand their audience better and have an edge over their competitors. This way, the product can be designed and developed so that the job that the user is looking forward to getting done is completed effectively.