riot Lunch & Learn recap From, An Introduction to Jobs-To-Be-Done (JTBD)

Job-To-Be-Done (JTBD) is a concept that guides you toward innovation and helps you move beyond the norm of only improving current solutions. A JTBD is not a product, service, or a specific solution; it’s the higher purpose for which customers buy products, services and solutions. Today Emily Bhana, Managing Director of thoughtbot, shared how thoughtbot uses JTBD customer interviews to drive more successful product design sprints and MVP prototypes for clients.
Here is a recap on some of the top points shared:

• JTBD is theory based on notion that people buy products for a job to be done. Consumers don't buy products, they hire a product to solve a specific problem needing to be addressed 
• For example, People don't buy a 1/4 inch drill they want a 1/4 inch hole!
• Shift focus from features to specific outcomes delivering on....
• Ask why do people "hire your product"? What is the main thing that makes them want to consumer your product? What is the job you're delivering on? Know this and then cater your product feature/benefits and positioning around this "JTBD" outcome you deliver!
• Identify the SWITCH event that leads people to switch to your offering from other alternatives. Consider The Four Forces at play to identify these switch moments. The Four Forces that influence a customer to switch to you or not is. 1. Push of the situation that creates a new need. 2. Push for a new solution that can solve new problem. 3.Counter Push of anxiety resisting a new solution. 4. Counter Push of existing habits impacting willingness to switch to new product offering.
• Interview people to get qualitative feedback on new pain points arising, fresh jobs they need to be done, when, why, and how they buy, what triggers them to purchase... Focus groups and 1v1 interviews are your friends!

Big thanks to RIoT labs, Caroline Griffin for invite, Emily Bhana from thoughtbot, and HQ Raleigh for hosting!