Jobs to Be DoneInterview Technique

Brian Rhea

Product LeadRevve

@brhea

Jason Hall

Director of MarketingCraftsy.com

@hall_jason

Contents & Agenda● Framework 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?

Marketing● Better messaging● Customer context● Use better words

intercom.io

Product● Which Features to Build● Which Features to Improve● Which Features to Kill

Product● Build?● Improve?● Kill?

The JTBD Interview● 30-45 minutes in length● Tools:

○ Forces Diagram○ Timeline

Forces Diagram

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

Resources● http://www.jobstobedone.org - Bob Moesta & Chris Spiek● Mastering Jobs to Be Done Interviews on Udemy● https://github.com/brianrhea/awesome-jtbd (pull requests

welcome!)● http://jtbd.info - quick primer on the JTBD framework● Switch workshops - periodically held by The Rewired Group● Brian Rhea - @brhea● Jason Hall - @hall_jason

Get out there and start doing interviews!