After interviewing numerous customers, we unpacked all the conversations, looking for a common thread. We wanted to understand why they bought that milkshake that day, at that moment. “What would you normally do for breakfast?” “Why did you buy that milkshake?” we asked. So, the next day we sat in the parking lot and approached these people as they left the store post-purchase. They arrived alone before 8:00 a.m., bought only a milkshake, and immediately returned to their cars and drove away. Immediately, we noticed some similarities between these consumers. So, we set out to understand what “job” people were hiring milkshakes to do for breakfast.įirst, we drove to a store where this anomaly occurred and just sat and watched. The restaurants weren’t supposed to sell milkshakes at breakfast, but several did-and rather successfully. What “job” causes someone to hire a milkshake at eight o’clock in the morning? That’s what we asked ourselves while investigating an anomaly occurring at multiple restaurants within a chain before smoothies for breakfast were a thing. Let’s take a closer look at the eight elements of a JTBD through a simple story. Jobs To Be Done Steps: Uncovering Your Customer’s JTBD It’s about the crux of what they’re trying to do. Essentially, they want to make the same progress in the same context of their lives. You can also predict their behavior because the problem they are trying to solve shares the same eight elements of every JTBD. When you know why people hire or fire your product, you can better understand what drives them to buy. The “job” is a need that your customers are trying to fulfill. The JTBD premise is that people don’t buy products-they hire them to do a job. JTBD can help you identify why customers buy certain products or experiences. What does Jobs To Be Done help you identify? Understanding your customers’ JTBD dramatically increases the likelihood of connecting your product with the right buyer at the right time. Jobs To Be Done (JTBD) is a framework that helps you understand why and how people buy products.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |