The framework has shifted the landscape for many businesses thinking about product innovation and their go-to-market strategy. Credits to Bob Moesta (Re-wired Group) and Clayton Christensen (HBS Professor).
The framework explains why some people "hire" (buy) products and why certain tradeoffs are made in our customers' mind.
It is worth mentioning that the phrase "job-to-be-done" (JTBD) has been carefully worded to reflect that this is about perceived progress or outcomes in our customers mind.
The reason why it isn't about "problem-based-selling" is because there are usually both social and functional dimensions and "problems" doesn't really encapsulate it.
Your product or service doesn't have to cover the whole journey. It has to serve the points along that "journey".
E.g. Microsoft Word: One of the most commonly used tools today
The next three steps are done on
Cater to the first step that you can add "progress" from the status quo.
Before JTBD, we'd all thought that the best way to target our audience was through demographics:
Middle aged women. 2 kids. Married. Asian
What we've all learnt is that NONE of these characteristics actually cause me to buy something. They do however, correlate (will come back to this, don't throw this away).
If you are a marketer, you might be thinking "OH! I have to insert myself at Y".
That's not entirely correct.
Advertisement & marketing campaigns are rarely true triggers.
Think about how many promotions are going on in the world right now. How many products are you buying?
There has to be an Annoyance and a Trigger
Competition only makes sense in the journey towards progress (Job).
When your product surfaces, it could be ONE of the many possible alternatives.
In search for progress: I could...
Competition doesn't make sense without context.
Competition doesn't begin until the trigger.
As illustrated from the previous section, whenever there is a new "hire" there will also be something "fired".
This next section is super important
To understand how to "design for progress", you have to first understand it.
There will always be a temptation to tout the 1,000+ features that are vastly superior.
But most of them don't really matter.
Using the example from the previous section, would a solar-powered, environmentally-friendly, digital clock matter?
No. Unless it was louder than what I already have.
Understanding the "vector-of-progress" is what aids in design and sales.
PS: Need slides? Check them out here.
Product marketing has become an increasingly important role in many businesses.
But what does that mean for you?
I write about marketing strategy and tactics from the lens of product marketing so that you can keep tabs on the product marketing landscape.
Whenever I learn something new, I share it here on this blog
As an added bonus, we use it to reflect on our own product development and marketing efforts.
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