Curso Job-to-be-done / Jobs to be done theory - Introduction to the framework part 1: purpose, benefits, and relationship with customer needs

Meeting context

  • Scope: Jobs-to-be-done course
  • Study notes by Marcio S Galli
  • Status: Working draft
  • Reference meeting: "a06-200— minisites — mgalli — write — introduction to the jobs-to-be-done framework 8553bcd3-4a51-418b-9170-6d33b1607e73 Sunday, January 12⋅9:15 – 10:15pm"
  • Parent meeting: "talk — j2bd — Ulwick's book PDF "Job to be done" — needs framework p 1 Sunday, January 12⋅10:30 – 11:30am"
  • Episode 10
  • Prior 9
  • Next 11

Subject of study

  • Type: Book, PDF
  • Title: Jobs to be Done - Theory to Practice
  • Author: Anthony W. Ulwick
  • Date published: 2016
  • Book PDF: https://jobs-to-be-done-book.com/
  • Author: Anthony Ulwick
  • Summary: Jobs-to-be-done course - study notes. This is part 1 related to the section entitled "Jobs-to-be-done Needs Framework". Ulwick presented the purpose and benefits of his framework, providing an introductory overview for how the framework will address the general problem/opportunity of customer needs.
  • Tags: #jtbd #leanstartup #customervoice #customerneeds

The Jobs-to-be-done introduction to the framework part 1

  • The importance of a structured approach to understand the customer needs;

  • Authors referenced: Theodore Levitt, Harvard Business School marketing professor; Clayton Christensen;

Purpose of the framework 1

  • Categorizing - customer needs
  • Defining - customer needs
  • Capturing - customer needs
  • Organizing - customer needs

Purpose of the framework 2

  • Produce Outcome Statements - that ties customer performance metrics (customer defined) to the job-to-be-done.

Benefits

  • Discoverable hidden segment opportunities (p.48)
  • Determination of which needs are underserved (p.48)
  • Determination of which needs are overserved (p.48)
  • Decide which strategies to pursue (p.48)
  • Simplify ideation (p.48)
  • Test concepts beforehand (p.48)
  • Align activities of marketing, development, and r&d aiming customer value

Types of customer needs

  • 1 - the core functional job-to-be done (p.49)
  • 2 - the desired outcomes - tied to the core functional job-to-be-done (p.49)
  • 3 - related jobs (p.49)
  • 4 - emotional and social jobs (p.49)
  • 5 - consumption chain jobs (p.49)
  • 6 - buyer's financial desired outcomes

Relationship between the job and the customer metric, outcome

  • Job - the overall task, the job that the customer is trying to execute
  • Outcome - in the sense of "as measured by", or in the words of Ulwick (p 49) "an outcome is a metric the customer is used to measure success and value while executing a job".
  • Ratio of 1:50 desired outcome statements - "for every funcional and consumption chain job" (p.49)

Framework purpose, and ambiguity

  • It's not one need - "Reveals the complexity involved understanding all the needs in a market" (p.49)

  • It's not one customer - "A diverse group of customers in a given market often collectively have well over 100 needs. " (P.49)

Marcio é um empreendedor com interesse em inovação, empreendedorismo, cultura e gestão. Formado em ciências da computação, Marcio fez seu estágio de graduação no Vale do Silício em uma das empresas que marcaram a história da Internet (Netscape Communications). Posteriormente mudou-se para o Vale do Silício trabalhando para Netscape / America Online, Yahoo! e posteriormente ao voltar ao Brasil, para a Mozilla Corporation (criadores do navegador Firefox). Antes de se tornar empreendedor e consultor, Marcio pode colaborar com vários departamentos como marketing, inovação, engenharia e em times de documentação e evangelismo. Se tornou autor de patentes internacionais e gosta de estudar e escrever para os futuros empreendedores e gestores. Marcio é apaixonado por comunicação, negócios, tecnologia e cultura. Alguns dos seus livros preferidos são High Output Management, Conscious Business, The Hard Things about Hard Things, Maslow on Management, The Startup of You, The Alliance, Zero to One, dentre outros.

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