Conventional marketing techniques teach us to frame customers by attributes—using age ranges, race, marital status, and other categories that ultimately create products and entire categories too focused on what companies want to sell, rather than on what customers actually […] Denise is the author. Conventional thinking on developing and marketing innovations, Christensen observed, focuses on knowing more and more about customers, which may or may not lead to productive insights about the products they actually would be interested in. Tradução por http://bmgenbrasil.comVídeo original: https://www.phoenix.edu/lectures/clayton-christensen/milkshakes-understanding-the-job.html They’re not buying ice cream, for example, but celebration, bonding, and indulgence. That is, personas may provide a rich understanding of what someone is doing today, but they don’t reveal what trade-offs or work-arounds they are accepting because there is no alternative—nor what that person really wants to do and the value of accomplishing it. Use cases identify scenarios, while JTBD identifies needs. Clayton Christensen described this concept back in 2006, in this paper he wrote together with Intuit founder Scott Cook. Jobs to be done (JTBD) is a framework for understanding customers and their motivations for adopting a new product or service. I've been a Product Manager for over 12 years now and the Jobs to Be Done framework is hands-down the best business process tool I've come across. This is well described in Clayton Christensen’s milkshake story. Christensen, who is planning to publish a book on the subject of jobs-to-be-done marketing, explains that there's an important difference between determining a product's function and its job. Nike sits atop the list of best-selling athletic apparel and … He called products that are tightly associated with the jobs for which they are meant to be hired “purpose brands.” For example, he described how FedEx designed its service to fill the “I-need-to-send-this-from-here-to-there-with-perfect-certainty-as-fast-as-possible” job and as a result, “FedEx became a purpose brand—in fact, it became a verb in the international language of business that is inextricably linked with that specific job.” Before a company sets its sights on fulfilling a higher purpose, it should first create something that fills an unmet customer need and does it well. Clayton M. Christensen Pour ceux qui s'intéresse à JTBD, je conseille fortement de commencer par "Competing Against Luck: The Story of Innovation" de Clayton Christensen. CLAYTON CHRISTENSEN: McDonald’s, a number of years ago, as this idea of the jobs to be done was emerging, they decided that they needed to increase the sales of their milkshakes. A fast food chain interested in improving milkshake sales spent months doing market research, peppering customers with questions about their milkshakes. “With an understanding of the ‘job’ for which customers find themselves ‘hiring’ a product or service, companies can more accurately develop and market products well-tailored to what customers are already trying to do.”. As students begin to see that school is a solution that they can "hire" in their lives to help them have friends and feel successful, a predictable result emerges—they engage. These six steps help to translate Christensen’s theory of jobs-to-be-done – an immensely powerful concept – into specific ideas for action. I've tried and used Lean Startup, Agile Methods, Scrum. “When we buy a product, we essentially ‘hire’ something to get a job done. The “jobs to be done” theory of innovation presents an approach to how companies introduce successful new products and services that remains as counter-intuitive—and relevant—today as it was when Christensen first shared the idea back in 2005. LEARN MORE. In 1999, Tony introduced Clayton Christensen to the idea that "people have underlying needs or processes in their lives, that they are addressing in some way right now" - an insight that was to become Jobs-to-be-Done Theory. Use of use cases. LEARN MORE. People buy services and products to get specific jobs done; and while products come and go, the underlying JTBD doesn’t go away. When the “jobs to be done” framework was applied to a fast-food chain with unsatisfactory milkshake sales, researchers discovered a hidden job behind morning commuters’ “hiring” a milkshake. What are the high-level jobs-to-be-done? Strategy and Innovation; Print this A recent article by Christensen described how selfies are signs, providing clues that bridge the gap between what customers say and what they actually do. Semiotics is the study of signs and their meaning—it decodes underlying messages and meanings. A selfie, he explained, “depicts how that person wants to be seen by others.” As such using semiotic analysis on selfies would reveal why someone is doing something and what progress they seek, thus suggesting how they might perceive a new product and its value. His work focuses on identifying strategies to scale student-centered learning in K–12 education through Disruptive Innovation. DONATE CAREERS CONTACT. In a new book, Competing Against Luck, Christensen tackles the opposite challenge: how companies succeed. May 09, 2017 10:05a.m. Clay writes, "Here I am, Clayton Christensen. Put Jobs-to-be-Done Theory (JTBD) into practice with Outcome-Driven Innovation (ODI). The jobs-to-be-done framework emerged as a helpful way to look at customer motivations in business settings. © 2020 Forbes Media LLC. But over 15 years ago, Christensen proposed a more practical, and perhaps more attainable, concept of purpose. When the “jobs to be done” framework was applied to a fast-food chain with unsatisfactory milkshake sales, researchers discovered a hidden job behind morning commuters’ “hiring” a milkshake. After conducting in-depth interviews, the team discovered that customers were buying milkshakes for breakfast during their morning commute. Was it chocolatey enough? Want people to better manage their own health? September 2016 ... Jobs-to-be-done theory can transform your understanding of customer choice in a way that no amount of data ever could, because it gets at the causal driver behind a purchase. People need health solutions that help them do what matters most to them, instead of requiring them to rearrange their priorities. Now that differentiation is increasingly difficult to establish, much less maintain, adhering to his advice is even more important. Clayton Christensen, who passed away in the early days of 2020, was an inspiring … Ce qui m'a le plus gêné dans le livre est que l'auteur mentionne la théorie du "Jobs To Be Done" dans le titre alors que le contenu me semble ne pas en reprendre les fondements même. He also studies demand for innovative resources and practices across the K–12 education system using the Jobs to Be Done Theory. Denise went on to head Sony Electronic Inc.’s first ever brand office, where she was the vice president/general manager of brand and strategy and garnered major corporate awards. Jobs to Be Done. If it does the job well, when we are confronted with the same job, we hire that same product again. But fielding an MVP should not involve letting customers determine the purpose of it. CKGSB Knowledge. All Rights Reserved. Denise Lee Yohn is the go-to expert on brand leadership for national media outlets, an in-demand speaker and consultant, and an influential writer. Among others, this applies to students, teachers, parents, patients, and physicians, as well as underserved and underprivileged populations for whom solutions are often misaligned with their true priorities. Nike: Serving the Needs of Runners. Companies use sentiment analysis to understand what customers are saying about them, how they feel about them, what aspects of their offering customers care about, etc. Having a meaningful purpose beyond making a profit has become a popular notion among business leaders. Clayton Christensen, the father of disruptive innovation theory, has a new theory about "jobs to be done" — Quartz Skip to navigation Skip to content “Customers…often buy things because they find themselves with a problem they would like to solve,” the Christensen Institute explains. 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