jobs to be done interview technique
TRANSCRIPT
Jobs to Be DoneInterview Technique
Stephen Deckrow
Product ManagerReady Talk
@steve_d
Jason Hall
COOGetBinocs.com
@hall_jason
Contents & AgendaFramework Overview Interview Tools Example Interview Resources
What is JTBD?JTBD is a framework that helps you
understand why people hire/fire products and services.
Customers don’t buy productsbecause of the type of person they are,but because they have a job to do.
Do you like pizza or do you like steak?
“It depends on the situation.”
● Early-forties● Subaru Outback
● College educated● Thornton, CO● $90k-$110k
Persona: Jane
Where is Jane going for dinner?
“It depends on the situation.”
JTBD looks for why someone hiresa product or service to fulfill a job
“It depends on the situation.”
Understand Your Customers’ IntentionsBefore Focusing on Their Attributes
Jobs Don’t Change Much ...The Solution We Hire Does
Why Practice JTBD?
ProductWhich Features to Build
Which Features to Improve
Which Features to Kill
ProductBuild?
Improve?
Kill?
The JTBD Interview30-45 minutes in length
Tools:
Forces Diagram
Timeline
Forces Diagram
if ( Push + Pull )
is greater than ( Anxiety + Allegiance )
New Behavior
Customer Retention
Customer Acquisition
Timeline
Source: Alan Klement viahttps://medium.com/the-job-to-be-done/a-script-to-kickstart-your-jobs-to-be-done-interviews-2768164761d7
Timeline
Source: Ross Belmonthttp://rossbelmont.com/post/90905074208/jtbd-timeline-template
Timeline
Source: Andrej Balazhttps://medium.com/the-job-to-be-done/jobs-to-be-done-interview-template-30421972ab2a
FirstThought
EventOne
EventTwo
Purchase
Progress-makingPush / Pull
Progress-hinderingAnxiety / Habit
Interview
Tips & Tricks
Low-stakes, early research (even if not true!)
Documentary metaphor
Search for the emotional energy
Level-up
Retell it wrong on purpose to prompt more detail
Resourceshttp://www.jobstobedone.org - Bob Moesta & Chris SpiekMastering Jobs to Be Done Interviews on Udemyhttps://github.com/brianrhea/awesome-jtbd (pull requests welcome!)http://jtbd.info - quick primer on the JTBD frameworkSwitch workshops - periodically held by The Rewired GroupStephen Deckrow - @steve_dJason Hall - @hall_jason - getbinocs.com
Get out there and start doing interviews!