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Jobs T o B e Done 1 (JTBD)

Jobs T o B e Done 1 (JTBD). Dr. Rogelio Dávila Pérez ITESM, Campus Guadalajara. ______________________________ 1 Based on The Innovator's Toolkit: 50+ Techniques for Predictable and Sustainable ... written by David Silverstein,Philip Samuel,Neil DeCarlo.

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Jobs T o B e Done 1 (JTBD)

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  1. JobsToBe Done1 (JTBD) Dr. Rogelio Dávila Pérez ITESM, Campus Guadalajara ______________________________ 1Based on The Innovator's Toolkit: 50+ Techniques for Predictable and Sustainable ... written by David Silverstein,PhilipSamuel,NeilDeCarlo

  2. Jobs To Be Done (JTBD) is a concept that guides you toward innovation and helps you move beyond the norm of only improving current solutions. JobsTo Be Done

  3. Innovation is considered: • Is the act of generating more value for the costumer. JobsTo Be Done

  4. Innovation is considered: • Is the act of generating more value for the costumer. and • The business of fulfilling a job to be done better than anyone else. JobsTo Be Done

  5. But what is a Job To Be Done (JTBD)? JobsTo Be Done

  6. But what is a Job To Be Done (JTBD)? • It is not a product, service or a specific solution. JobsTo Be Done

  7. But what is a Job To Be Done (JTBD)? • It is not a product, service or a specific solution. • It is the higher purpose for what your customers buy products and services. JobsTo Be Done

  8. An example: JobsTo Be Done

  9. An example: Why people buy sanitizing soap? JobsTo Be Done

  10. An example: Why people buy sanitizing soap? To clean their hands… JobsTo Be Done

  11. An example: Why people buy sanitizing soap? To clean their hands… NO JobsTo Be Done

  12. An example: Why people buy sanitizing soap? To clean their hands… NO To keep their body free from germens. JobsTo Be Done

  13. Another example: Most people would say that they use the lawnmower for the purpose of: JobsTo Be Done

  14. Another example: Most people would say that they use the lawnmower for the purpose of: “Cutting the grass” JobsTo Be Done

  15. If the lawnmower company examines the higher purpose of cutting the grass, say for instance: JobsTo Be Done

  16. If the lawnmower company examines the higher purpose of cutting the grass, say for instance: “to keep the grass cut and beautiful at all times” JobsTo Be Done

  17. If the lawnmower company examines the higher purpose of cutting the grass, say for instance: “to keep the grass cut and beautiful at all times” Then maybe a different solution may appear: JobsTo Be Done

  18. If the lawnmower company examines the higher purpose of cutting the grass, say for instance: “to keep the grass cut and beautiful at all times” Then maybe a different solution may appear: “to generate a genetically engineered grass seed that never needs to be cut” JobsTo Be Done

  19. The power of the JTBD technique lays in: JobsTo Be Done

  20. The power of the JTBD technique lays in: It helps the innovator understand that customers don’t by products or services; JobsTo Be Done

  21. The power of the JTBD technique lays in: It helps the innovator understand that customers don’t by products or services; They hire various solutions at various times to get a wide array of jobs done JobsTo Be Done

  22. There are different types of JTBDs: • Functional Jobs: describe the task that the customers want to achieve. • Emotional Jobs: are related to feelings and perception; and as such they are subjective. JobsTo Be Done

  23. Emotional Jobs may be: • Personal Jobs: which describes how customers want to feel about themselves. • Social Jobs: how customers want to be perceived by others JobsTo Be Done

  24. Ancillary Jobs: are other jobs that customers want to be made during, or after they get their main job done. JobsTo Be Done

  25. Example: “Cleaning the teeth” JobsTo Be Done

  26. Example: “Cleaning the teeth” Functional Job: Cleaning the teeth and gums and removing the plaque. JobsTo Be Done

  27. Example: “Cleaning the teeth” Functional Job: Cleaning the teeth and gums and removing the plaque. Personal Job: the customer wants to feel fresh. JobsTo Be Done

  28. Example: “Cleaning the teeth” Functional Job: Cleaning the teeth and gums and removing the plaque. Personal Job: the customer wants to feel fresh. Social Job: they want the others to perceive their fresh breath. JobsTo Be Done

  29. Example: “Cleaning the teeth” Functional Job: Cleaning the teeth and gums and removing the plaque. Personal Job: the customer wants to feel fresh. Social Job: they want the others to perceive their fresh breath. Ancillary Jobs: wash the face, groom or eyebrows. JobsTo Be Done

  30. What objectives do your customers use to evaluate solutions?  • It is vital to understand the objectives a customer applies in choosing between solutions. • Typically, the objectives will relate to how the customer uses the product or service. JobsTo Be Done

  31. For example, the objectives of a teenager whose job to be done is to try to engage with other teens. JobsTo Be Done

  32. For example, the objectives of a teenager whose job to be done is to try to engage with other teens. • Think beyond dimensions of functional objectives to consider emotional and social ones as well. JobsTo Be Done

  33. See the IDEO video Inside IDEO Parts 1, 2 and 3. JobsTo Be Done

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