Inside Twitter's Hidden Agenda: Decoding Jobs-to-be-Done for a Game-Changing Experience

Find out what really drives Twitter engagement and dominate your social media presence with our comprehensive, FREE research catalog!

Back in 2021 two consultants from a consulting firm named Innosight published a piece on Harvard Business Review about Twitter and Jobs-to-be-Done (JTBD). Here’s the piece…

How Twitter Applied the “Jobs to Be Done” Approach to Strategy (hbr.org)

I recommend readingthrough the article. Essentially it states what actually happened, there were scores (or hundreds) of jobs that came out of their research but they really rolled up into 3 core jobs. This is how Jack Dorsey expressed them…

• Inform Me

• Have a conversation

• Inform Others

Clearly, there was some influence from one of the other schools of JTBD thought that believes the structure of jobs statements should be an order. At least it wasn’t aspirational or conflated with a bunch of assumed unmet needs. But there’s a reason for that…

…the study was done by Strategyn, not Innosight. Also, this was before I joined Strategyn and I had absolutely nothing to do with the study, nor did I have access to it, so everything I know is conjecture or hearsay.

While I’ve been modifying how I use what I’ve learned over the years to reflect my observations with clients and in industry, Strategyn would never state them like that because for innovation (not marketing) we’re looking at markets differently. If we use the traditional concept of a market we introduce bias and constraints that prevent us from seeing logical opportunities for organic growth.

So here is how the first job would look stated as a market…

people staying informed on a topic of interest

It seems like a quibble. However, when using #AI to develop comprehensive inputs for developing surveys (whether they are traditional surveys or the type that hardcore Jobs-to-be-Done practitioners use to develop intense data models) I’ve found that using the structure I learned really does work best.

I want you to see what’s possible

I’m in the process of building out what I’ve always dreamed of building, but knew I would never have the time or resources to do it myself…an ever-growing cross-industry catalog of JTBD research that covers core jobs, customer journeys, and capabilities (and more!). It doesn’t matter if you’re a hardcore JTBD devotee or you just want a differentiated catalog of research, you will probably (eventually) find something you can use as an accelerator.

I want you to see what’s possible, so I’m giving away the first of the 3 core jobs for Twitter end users. I think you’ll find it fascinating even if you’re not in the business. But if you have a solution in the cloud that aligns to this (and any social media platform probably does) feel free to use it to further your research.

But before I share that…

What I’d like from you

First, I’d like your honest feedback. While what I’m generating is so comprehensive it’s almost unimaginable, it’s also not perfect. For example, if you were to launch a survey, you would need to do some serious scoping because there is simply too much here to fit into a single survey. Actually, that’s good for you, it gives you more to work with. Hopefully you agree.

Or participate in this poll…

Second, I am asking that you share this post, my blog, my catalog with as many people as you think will find it useful, or interesting. I really need your help.

Here’s how you can share my blog…

And here’s how you can share my catalog (it’s in its infancy)

And now, what you’ve all been waiting for! 👇

Click the image to gain access. IT’S FREE!

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Have a great rest of the week, and enjoy!