![]() Here, the pull is the notion that drinking the milkshake will pass the time and fill your stomach. The pulls are based on the struggling moment and help you define what progress looks like. Here, the push is boredom while driving and the energy needed to make it through the morning. The pushes are about the circumstance that causes the struggling moment. The point where what they’re doing now isn’t working, and the outcome they want is better than what they have now. You have to find that struggle-the moment where there’s a push toward the future and a pull from the past. These struggling moments are the seed for all innovation. For the person hiring the milkshake, it’s about solving the hunger now, so they are not hungry later.įinding where people are looking to make progress is what innovation is all about. If you can show consumers a better way, better people will want it. It’s the emotion that’s driving the change. Struggling MomentsĪ struggling moment is a point in time when you realize that something can be better. For example, each person we spoke to talked about their long, boring commute to work. This element is about what’s going on in a person’s life. Let’s break down the “job” of the 8:00 a.m. Finally, the people we talked to told us that when they hired the milkshake, they stayed full all morning, which made them more productive and pleasant to be around. It can be handled easily with one hand on the wheel and fits nicely in the cup holder. As far as navigating the road, the milkshake was ideal. When they finally got to work, they tossed the cup in the trash. It was self-contained and created no crumbly mess. It took at least twenty minutes to suck the thick liquid through the straw, which kept them busy-a nice respite from the long, boring commute. And since they were driving, it needed to be something they could handle with one hand on the wheel. So they needed something to help pass the time that would keep them full until lunch. Not everyone had the same reason, but we found one cluster of customers in the same circumstance, fulfilling the same “job.”Īs it turns out, each of these consumers had a long, boring commute to work. After interviewing numerous customers, we unpacked all the conversations, looking for a common thread. We wanted to understand why they bought that milkshake that day, at that moment. “What would you normally do for breakfast?” “Why did you buy that milkshake?” we asked. So, the next day we sat in the parking lot and approached these people as they left the store post-purchase. They arrived alone before 8:00 a.m., bought only a milkshake, and immediately returned to their cars and drove away. Immediately, we noticed some similarities between these consumers. So, we set out to understand what “job” people were hiring milkshakes to do for breakfast.įirst, we drove to a store where this anomaly occurred and just sat and watched. The restaurants weren’t supposed to sell milkshakes at breakfast, but several did-and rather successfully. What “job” causes someone to hire a milkshake at eight o’clock in the morning? That’s what we asked ourselves while investigating an anomaly occurring at multiple restaurants within a chain before smoothies for breakfast were a thing. Let’s take a closer look at the eight elements of a JTBD through a simple story. Jobs To Be Done Steps: Uncovering Your Customer’s JTBD It’s about the crux of what they’re trying to do. Essentially, they want to make the same progress in the same context of their lives. You can also predict their behavior because the problem they are trying to solve shares the same eight elements of every JTBD. ![]() When you know why people hire or fire your product, you can better understand what drives them to buy. The “job” is a need that your customers are trying to fulfill. The JTBD premise is that people don’t buy products-they hire them to do a job. JTBD can help you identify why customers buy certain products or experiences. What does Jobs To Be Done help you identify? Understanding your customers’ JTBD dramatically increases the likelihood of connecting your product with the right buyer at the right time. Jobs To Be Done (JTBD) is a framework that helps you understand why and how people buy products.
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