JTBD: How to Identify Customer Needs | Jobs To Be Done | thrv

[@thrv]

✅ Download our Executive White Paper "How to Use JTBD To Grow Faster" 👉 www.thrv.com/jobs-to-be-done-white-paper

[@mollynicholasba7409]

This is a great video. I'd love some clarifications on a few parts. "Park the vehicle" assumes a technology, but "needs" are supposed to be solution agnostic. Why is it assumed I'm driving a car that needs to be parked? Maybe I walked, or took the bus. I'm also not clear on the difference between "Understand" and "Plan". How do we know which tasks fall into which category? Estimating the departure time seems to be a planning step, but it's categorized as "understanding" - why? Is there a "test" we can do to confirm we're categorizing tasks correctly? Why isn't "make planned stops" under "execute"? If it's under "Revise" it seems like it should be "make unplanned stops as needed".

[@ACCA2016]

I finally understand the 4 step framework, the Action (steps) and the variables

[@moanarangi8149]

The way you say it, what you say, and the tonality of your voice keeps me glued to this clip. I couldn't help but subscribe and seek out another clip.

[@fabiodesalles2732]

This is fantastic! The most single most valuable teaching about product creation ever! Astonishing! CONGRATULATIONS AND THANKS A GAZILLION FOR SHARING!

[@thrv]

Glad you liked it!

[@armandocastrosilva8244]

Try to use the Outcome-Driven Innovation Process, by Anthony Ulwick and you will show a better and easier method to Map the Job and Research the Needs, uncover unmet needs, segment the markets based on Needs, Make a competitive analysis based on Needs e choose the best opportunities to act on. ODI is the best and easier Process or Methodology to turn JTBD Theory into Practice, according to Clayton Christensen the author of JTBD. Regards

[@jeaneanata5339]

Hi.. this is very informative! Should we complete the JTBD before we start any development of all products? or is it on the improvement phase of the product? Thank you for this video.

[@thrv]

Hi Jeane, you can employ JTBD at any stage. You can use it to identify unmet needs and ideate a new product or to add features to an existing product that focus on unmet needs. If the product is in the market, then it's likely helping with some job, defining it clearly and identifying the opportunities can help ensure you continue to deliver customer value through that product.

[@KiranVarri]

Exceptional resource 🤩👌 Thank you...

[@apurvasinghai7224]

Job well done! I am wondering if there is any guide for conducting JTBD customer interview/

[@thrv]

Hi Apurva: yes, we have created this guide. You get get it for free at thrv.com.

[@jatinsingh9727]

It'll be great if it can be put in one course

[@mattbarroccu9690]

Could you clarify the needs statements. The example seems to mix up small jobs with need statements. (EG Pay for Parking sounds more like a small job than a need). Welcome your thoughts to help clarify.

[@thrv]

Thanks Matt. That is a great question. The key is to start with the JTBD (which is the high level customer goal, e.g. get to destinations on time), then organize the JTBD into job steps (e.g. estimated the departure time, plan the stops, travel to the destination, park the vehicle, etc.). And finally identify all the needs in each job step (e.g. determine the optimal sequence of stops, pay for parking, etc.). There are about 12-16 steps in every job, and about 5-10 needs per step, so about 100 needs in every job (e.g. getting to a destination on time has 16 steps and 106 needs). The needs are all actions (e.g. determine) plus a variable (e.g. the optimal sequence of steps) that a customer needs to take to get the job done. So you are correct that there is a hierarchy ("small jobs") within JTBDs (the main job, the steps, and the needs). We use the "wake up in the morning" test to define the high level JTBD. Does anyone wake up in the morning needing the pay for parking? I think probably not, since that is not a goal anyone has in their life. But they do need to get to destinations on time, so we would define the JTBD at the high level, and parking as a step in getting to a destination on time. Hope this helps.

[@taiwojogunsanya7327]

How can someone evaluate the needs,want and demand of customer?

[@bandatoila4254]

I just wanna say WOW!

[@thrv]

Thanks Tung!

[@JeromeMongeau]

Clear and insightfull

[@amrshehab6990]

Why we have to deal with customer according to his need? Could any one answer me, plz?

[@franciscoescobar1674]

If a customer has a need that he/she can't meet themselves but you can, you'd be paid for doing that. Therefore, there wouldn't be a reason for someone to give you their money if you don't help them meet/solve their need. In other words, if you want get your customer's business you need to work according to their needs. I hope that helps.