I’m opening up this thread for a general conversation about Jobs-to-be-Done. However, here’s a question I will also throw out there in case anyone wants to share:
How many of you have defined a job (and mapped it) that demonstrates that your product is only one of many solutions being cobbled together to get the job done? Please explain, if you can.
I can absolutely relate. As it relates to my career, I am not at liberty to be specific; however, there are analogies that span personal life. Dale's example about the vacuum cleaner is good. I recently saw ads for a product called Suvie, which brought attention to this in my own life. We "cobble" together a heck of a lot while preparing a nutritious dinner that is perfectly done and the right temperature at the right time. It is AMAZING that I never realized how many things I was cobbling until a device came along, addressing the needs from a JTBD perspective. I didn't run out and purchase the device, but I can appreciate its design. I find that my target job executor is oblivious to the things they cobble together. My managers, directors, and portfolio managers also do not see the "cobbling" of the solutions (even with a map). I think that we all want to offer the job executor the entire portfolio (from us, not a competitor) instead of having a vision to offer an elegant solution which performs the job itself. Are we jaded? It seems that we are SO content with the status quo that we are blind to the elephant in the room, which is that everything about the status quo is harder than it should/could be. I really appreciate JBTD & ODI for bringing the elephant into focus.
Not my example but one of the illustrations I use frequently is Daniel Pink's discussion on vacuum cleaners from his book To Sell is Human.
…suppose I’m in the market for a new vacuum cleaner. Ten or fifteen years ago, I’d have had to go into a store, talk to a salesman who was much better informed than I ever could be, and then rely on him to provide the product I needed at a price that was fair. Today, I can solve the vacuum cleaner problem myself. I can go online and check out specs and ratings of various models. I can post a question on my Facebook page and seek recommendations from my friends and my “friends.” Once I’ve settled on a few possibilities, I can compare prices with a few keystrokes. And I can order my choice from the vendor offering the best deal. I don’t need a salesman at all.
Pink, Daniel H. (2012-12-31). To Sell Is Human: The Surprising Truth About Moving Others (p. 130). Riverhead Hardcover. Kindle Edition.
If it gets into my mind that my product is an island I always remember the way Mr Pink follows up that paragraph.
Unless I’ve gotten my problem wrong.
After all, my ultimate aim isn’t to acquire a vacuum cleaner. It’s to have clean floors. Maybe my real problem is that the screens on my windows aren’t sufficient to keep out dust, and replacing them with better screens will keep my entire house cleaner when the windows are open. Maybe my problem is that my carpet collects dirt too easily, and a new carpet will obviate the need for me to always be vacuuming. Maybe I shouldn’t buy a vacuum cleaner but instead join a neighborhood cooperative that shares home appliances. Maybe there’s an inexpensive cleaning service with its own equipment that serves my area. Someone who can help me achieve my main goal— clean floors— in a smarter, cheaper way is someone I’ll listen to and perhaps even buy from. If I know my problem, I can likely solve it. If I don’t know my problem, I might need some help finding it.
Pink, Daniel H. (2012-12-31). To Sell Is Human: The Surprising Truth About Moving Others (pp. 130-131). Riverhead Hardcover. Kindle Edition.
I think he uses some pretty clear JTBD language so I hope this isn't too far off the mark for the thread. For a few of the solutions buying a vacuum was taken completely off the table.
I can absolutely relate. As it relates to my career, I am not at liberty to be specific; however, there are analogies that span personal life. Dale's example about the vacuum cleaner is good. I recently saw ads for a product called Suvie, which brought attention to this in my own life. We "cobble" together a heck of a lot while preparing a nutritious dinner that is perfectly done and the right temperature at the right time. It is AMAZING that I never realized how many things I was cobbling until a device came along, addressing the needs from a JTBD perspective. I didn't run out and purchase the device, but I can appreciate its design. I find that my target job executor is oblivious to the things they cobble together. My managers, directors, and portfolio managers also do not see the "cobbling" of the solutions (even with a map). I think that we all want to offer the job executor the entire portfolio (from us, not a competitor) instead of having a vision to offer an elegant solution which performs the job itself. Are we jaded? It seems that we are SO content with the status quo that we are blind to the elephant in the room, which is that everything about the status quo is harder than it should/could be. I really appreciate JBTD & ODI for bringing the elephant into focus.
I'm glad I looked it up because at first, I thought it was a play on Sous Vide and since I'm a big sous vide fan I thought I'd missed something!
I used to sous vide everything.... Then I got a MEATR bluetooth thermometer. I'd say I pan fry my steaks 90% of the time now.
It's part of a cobble, that meater
Not my example but one of the illustrations I use frequently is Daniel Pink's discussion on vacuum cleaners from his book To Sell is Human.
…suppose I’m in the market for a new vacuum cleaner. Ten or fifteen years ago, I’d have had to go into a store, talk to a salesman who was much better informed than I ever could be, and then rely on him to provide the product I needed at a price that was fair. Today, I can solve the vacuum cleaner problem myself. I can go online and check out specs and ratings of various models. I can post a question on my Facebook page and seek recommendations from my friends and my “friends.” Once I’ve settled on a few possibilities, I can compare prices with a few keystrokes. And I can order my choice from the vendor offering the best deal. I don’t need a salesman at all.
Pink, Daniel H. (2012-12-31). To Sell Is Human: The Surprising Truth About Moving Others (p. 130). Riverhead Hardcover. Kindle Edition.
If it gets into my mind that my product is an island I always remember the way Mr Pink follows up that paragraph.
Unless I’ve gotten my problem wrong.
After all, my ultimate aim isn’t to acquire a vacuum cleaner. It’s to have clean floors. Maybe my real problem is that the screens on my windows aren’t sufficient to keep out dust, and replacing them with better screens will keep my entire house cleaner when the windows are open. Maybe my problem is that my carpet collects dirt too easily, and a new carpet will obviate the need for me to always be vacuuming. Maybe I shouldn’t buy a vacuum cleaner but instead join a neighborhood cooperative that shares home appliances. Maybe there’s an inexpensive cleaning service with its own equipment that serves my area. Someone who can help me achieve my main goal— clean floors— in a smarter, cheaper way is someone I’ll listen to and perhaps even buy from. If I know my problem, I can likely solve it. If I don’t know my problem, I might need some help finding it.
Pink, Daniel H. (2012-12-31). To Sell Is Human: The Surprising Truth About Moving Others (pp. 130-131). Riverhead Hardcover. Kindle Edition.
I think he uses some pretty clear JTBD language so I hope this isn't too far off the mark for the thread. For a few of the solutions buying a vacuum was taken completely off the table.
Hiring a cleaning service gets the job done in a different way. It also gets more of the job done if the job is "keep my home clean"