This document discusses the concept of "Jobs To Be Done" (JTBD), which focuses on understanding customer motivations and struggles rather than products. The key principles of JTBD are: 1) Customers want solutions that help improve their lives, not just products. 2) People have "jobs" or struggles they want addressed, not products. 3) Customers define competition based on what helps them make progress, not just product features. 4) Innovation opportunities exist when customers find workaround behaviors.

1. Jobs To Be Done
Nikos Batsios, Agile Coach

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Based on

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WHAT IS
JOBS TO BE
DONE

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__ JBTD is a collection of principles that help us to
discover and understand the interactions between
customers, their motivations, and the product they
use. These insights help us innovate __

5. WHAT IS A JTBD
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o We have a JTBD when we want to make an
improvement but we don’t know how
o When a solution is found that make our life better then
there is no longer a JTBD

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7. WHAT IS A JOB? WHAT MAKES IT DONE?
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o All consumers struggle when there is a mismatch
between how their lives are now and how they would like
things to be
o This Job is Done when a customer has a solution that
takes him or her from the struggle to that better life he or
she imagines

8. imagine you are a
car seller
why people buy cars?
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o Do people want the car itself?
o If it’s about getting from point a to point b why some people choose
to go with a bus? a bike? subway? why some people walk?
o Why there are people that buy expensive cars?
o Why there are people with different characteristics that buy the
same car type?
o How did you come to realise that you need a car instead of some
other form of transportation?
o How does owning a car makes your life better?

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__ customers buy cars to make their life better, make
them feel independent, give them the choice to go
wherever they want __

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it’s not about your product or what it does. it’s about what
customers can do once they use your product to make progress

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PRINCIPLES OF
JTBD

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JTBD PRINCIPLE #1
Customers don’t want your product
or what it does. they want to help
making their live better (see
progress)

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JTBD PRINCIPLE #2
People have Jobs, products Don’t!
Products are example of solution to
our struggles, motivations and
aspirations

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JTBD PRINCIPLE #3
Customers don’t define or restrict
competition based on the
functionality or physical appearance
of a product. Instead they use
whatever helps them make progress
agains a JTBD

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JTBD PRINCIPLE #4
Innovation opportunities exist when
customers exhibit compensatory
behaviours

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JTBD PRINCIPLE #6
Solutions come and go, while Jobs
stay largely the same. Human
motivation change slowly , therefore
Jobs change slowly!

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JTBD PRINCIPLE #7
Favor progress over outcomes and
goals!
Customer measure progress along the
way of using a product.
Customers need to feel successful at
every touchpoint between themselves
and the business and not at the very
end when they achieve their goal

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JTBD PRINCIPLE #8
Progress defines value, contrast
reveals value. Products have value
when customers use them on a
specific context

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JTBD PRINCIPLE #9
Solution for Jobs deliver value
beyond the moment of use

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JTBD PRINCIPLE #10
Solutions and Jobs should be thought as parts
of the system that work together to deliver
progress to customers.
Deliver solutions that work together a system
and help customers making progress.
Avoid local optimisation to help customers
making progress!
Customers are buying a better version of
themselves!

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• customers have a struggle
• they imagine how their life
would be better
• they visualise them using
various solutions
• they calculate how a solution
will help them have a better life
• what customers value to a solution?
• are they using all of it or just part of
it?
• are they using it as designed or in
other ways?
• do they need to make combination
to get their job done?
• How did customers make their
life better?
• Did they get the results they
wanted?
• How close they are in the
picture they have imagined
prior using the solution?

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EXAMPLE OF HOSTEL OWNERS (bananadesk)
survive: owners need to drive a lot
of guest to survive, through
different ways (hires) to get this job
done
control reservations: manage
overbooking,
control finance: manage cashflow
scale: how to sell better?

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PUT SYSTEM
OF PROGRESS
TO WORK

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#1: UNLOCK NEW STRUGGLES
Unlock people’s struggles and provide solutions to get their
job done and improve their life
Understand how their interactions with the system of
progress changes over time and what new challenges arise
Create a new product, add an extension to existing products

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#2: THINK A COMBINATION OF PRODUCTS
Think of your products as touch points between your business and your
customers
Understand the interdependencies between the “producer” and
“customer” demand and they way interact together to help customers
make progress
Identify parts of the system that your business hasn’t considered. Keep
your focus on the whole system of progress

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#3: BACKWARD AND FORWARD THINKING
Think of providing solutions before and after a specific
segment
Whats comes after? What struggles do people have?
What comes before that struggle? What struggles did
people have prior hiring a solution?

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INNOVATION
AND THE
SYSTEM OF
PROGRESS

31. our responsibility is to
study and improve the
system
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CUSTOMERS KNOW ONLY WHAT THE SYSTEM TELLS THEM
How does a doctor best serve the
patient?
Why Raynair is so bad at
customer experience?
Why people buy a costly iPhone?

36. the needs, wants, desired
outcome will change when
the system will change
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37. customers have one need.
to make progress within
the systems they belong to
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STARTING
HERE

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THINKING QUESTIONS
How are customers currently struggling?
What is pushing customers to need a new solution?
How will the customers’ life become better (without
describing a solution)?
What is preventing customers for adopting a new solution?

42. www.agileactors.com | www.linkedin.com/company/agile-actors/
Thank you!