![]() Every person experiences a Struggle Moment before buying any product. No matter how people use the products, it’s important why they bought them. Instead of creating a collective image of the target audience and finding out how the user utilizes the product, the “jobs” theory helps explore user insights and challenges. This approach is different from customer development or the concept of user personas. The theory of “jobs” suggests that the global goal of each person is to become better, and the product should help in this. I need a beautiful lawn, and more broadly, a beautiful yard so that all my neighbors go into the rant as they pass by my garden. I’m not buying a lawnmower because I need a lawnmower. The meaning of the theory is that people do not buy products, but “hire” them to perform certain tasks. With JTBD, we can make forecasts about which product will be in demand in the market and which will not. ![]() Jobs to be Done is a theory about user behavior that helps understand how and why people make their first purchase decisions. And what if sales started to fall or you decided to create a new product? How, in this case, can we understand who your target audience is and why they should buy from you? The solution lies in the theory of Jobs to be Done. But you were selling this camera to nearly everyone who looked like Nancy. You have a quite detailed description of the person on your hands, but which of these facts influenced the purchase of the camera? None. ![]() You know that your customer is Nancy she is 27 years old, studying at the Institute of Culture and is an active Instagram user. The book also includes six detailed case studies of companies that applied the Outcome-Driven Innovation process and achieved impressive results including: Microsoft, Kroll Ontrack, Arm & Hammer, Bosch, Abbott Medical Optics, and Hussmann.Imagine selling a camera that immediately processes and prints photographs. The JTBD Language of Innovation – the lexicon of terms needed to establish a common language for innovation.A three-phased approach that a company can use to build a competency in innovation.The 84 steps associated with the ODI process, revealing in detail what it takes to turn Jobs Theory into practice.Outcome-Based Segmentation: what is it and how it uncovers hidden opportunities for growth.Improvements to the Outcome-Driven Innovation process-and how the process ties customer-defined metrics to the customer’s Job-to-be-Done, transforming every aspect of opportunity discovery, marketing and innovation.It defines and reveals which of the 5 growth strategies to pursue in a given situation. ![]()
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