the
JOBS TO BE DONE
playbook
Align Your Markets, Organization, and Strategy Around Customer Needs
by
JIM KALBACH
Foreword by Michael Schrage
The Jobs to Be Done Playbook Align Your Markets, Organizations, and Strategy Around Customer Needs By Jim Kalbach
Two Waves Books
an imprint of Rosenfeld Media
125 Maiden Lane, Suite 209
New York, New York
10038 USA
On the Web: twowavesbooks.com Please send errors to: [email protected]
Publisher: Louis Rosenfeld
Managing Editor: Marta Justak
Illustrations: Michael Tanamachi
Interior Layout Tech: Danielle Foster
Cover and Interior Design: The Heads of State
Indexer: Marilyn Augst
Proofreader: Sue Boshers
©2020 Jim Kalbach
All Rights Reserved
ISBN: 1-933820-68-3
ISBN 13: 978-1-933820-68-2
LCCN: 2019948483
Printed and bound in the United States of America
For my brother
Contents at a Glance
Chapter 1: Understanding Jobs to Be Done
Chapter 2: Core Concepts of JTBD
Chapter 7: (Re)Developing Value
Contents and Executive Summary
At a time when consumers have unprecedented choices, JTBD offers a way of seeing markets to maximize growth around customer needs. The core message of JTBD is clear: focus on people’s objectives, not on your company, offering, or brand.
Chapter 1: Understanding Jobs to Be Done
JTBD is a broad field with a decades-old history and varying perspectives unified by a set of shared principles. Begin your JTBD by understanding the core tenets of the theory and practice.
Chapter 2: Core Concepts of JTBD
A common language of JTBD helps filter otherwise irregular market feedback into a normalized system. Apply the JTBD framework to better predict your customer-driven growth.
People value products and services that help them get a job done. Find your opportunities by interviewing people in your market and mapping their job.
JTBD provides a way to model various aspects of your market. Identify unmet needs and define your target markets all through the JTBD lens.
JTBD is versatile and provides many techniques for developing solutions. After understanding the problem you are solving, use JTBD to design products and services that customers really want.
Offering solutions that get a core job done can create a strong market pull, but that’s often not enough. Use JTBD to accelerate your go-to-market efforts as well.
Chapter 7: (Re)Developing Value
JTBD not only frames innovation and marketing efforts, but it also provides a way of grounding strategy in real-world observations. Use various techniques to guide your business at the highest levels.
The practice of JTBD includes various methods and techniques. Find the best combination of plays to fit your situation and address your specific challenges.