![]() ![]() The context of the job is critical to understand, as well. Or, if you hire chocolate to reward yourself, the desired outcome might be to “reduce the feeling of stress.” The JTBDs framework is the same as task analysis or use cases ( not true)Ī “job” is a need. The JTBDs approach sees people as goal-driven actors seeking a desired outcome.įor example, if you hire a new suit for a job interview, the desired outcomes might be to “increase your chances of getting the job” and “raise your own feeling of confidence during the interview.” Here are some common misconceptions that I’ve come across: 1. These are all jobs to be done.Īlthough companies like Strategyn and The Rewired Group have been using the JTBD for many years, the framework has gotten a lot of attention recently. I’ve been fortunate to have worked with JTBD in various contexts in the past, and I included the topic in throughout my new book, Mapping Experiences.īut the surge of interest in JTBD also bring misunderstandings. You could also hire a chocolate bar to reward yourself after work. Or, you hire Facebook to stay in touch with friends on a daily basis. It’s a straightforward principle: people “hire” products and services to get a job done.įor instance, you might hire a new suit to make you look good for a job interview. When Jason interviewed Basecamp customers he was surprised to find that they didn’t use the words project management, even though Basecamp had spent 8 years using that phrase.The concept of jobs to be done provides a lens through which we can understand value creation. The term was made popular by business leader Clayton Christensen in The Innovator’s Solution, the follow-up to his landmark book The Innovator’s Dilemma.JTBD interviews help you define a customer’s language (such as what they mean by “easy”), the root cause of why they switched and how their story connects which in turn impact your product marketing.These interviews were very different than how Basecamp used to talk to customers as the JTBD interview got to the root cause of why people hired Basecamp. Jason worked with Bob and Chris of The Re-Wired Group and used JTBD to “figure out why people hire Basecamp”.Don’t have much time? Here are a few quick takeaways: If you like what you hear, check out more episodes of JTBD Radio: You can subscribe on iTunes or grab the RSS feed.īelow you will find a lightly edited and condensed transcript of the episode. We caught up with Jason to discuss what Jason learned from interviewing Basecamp customers, why it’s important to refine your customers’ language during interviews his passion for sharing the framework with others. Each chronicles smarter ways for individuals and teams to work. Noise, his three best-selling books – Getting Real, Rework and Remote or watched his TED Talk. You’ve likely read one of Jason’s many essays at Signal v. Jason is the co-founder and CEO at Basecamp, a “… saner, calmer, more organized way to manage projects and communicate company-wide.” Basecamp is known for bootstrapping their company (except for letting Jeff Bezos buy a small part in 2006) and having an incredibly profitable, small and very remote team. ![]() In part one Claire Suellentrop and I discuss framing the project, interviewing consumers, unpacking the insights, and deciding what to build.Ĭan an Innovation Get You Into Heaven? Bob Moesta and Brian Walker talk Jobs-to-be-Doneįor more than 15 years, Jason Fried has helped individuals and teams improve their collaboration, productivity and the nature of their work. Promoting it with effective copy and content.Developing and iterating on the concept.Shaping that concept into a story that we could socialize inside Autobooks and pressure-test with our payments and accounting subject matter experts. ![]()
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