1. Support team.

Help with the consumption of the product

2. Purchase decision maker. Deciding which ones to buy for various reasons.
Understanding their jobs to be done is critical.

 Because customers don’t know their needs and can’t articulate them, let’s just come up with ideas
and build them and let’s see which one works best.
o It forces people from a “needs first approach” to “ideas first approach” innovation
o It is extremely inefficient. It is a slow and painful way to understand customer needs.
o Understand their needs first.

Criticism: We can’t control and don’t know if people have learned what we wanted them to.

 The gap of delivery of content and actual understanding.

 Jobs-to-be done takes understanding of customers to the next level and bring productivity to
innovation.
How is predictability possible for this context?

 Knowing in advance of creating a solution that is going to delivery more value to the customer.
 How do you know that? You must know all the metrics that people will use to value your
program.
Innovation is a science.

 By understanding how people are measuring value, we can bring that predictability to innovation.
 The more experienced our customers with jobs to be done, the more time they spend discovery of
the analysis phase.
How jobs-to-be done helping companies?

 It allows you to really find what you are trying to do.

 Understanding each job individually is the key to success.
 Find out what it is what they are trying to do.

Steps “Jobs-to-be-done”
1. Define your job executor and their jobs to be done.
2. Uncover all the metrics they use to define success.
3. Have them prioritize them and to tell you what is most important to them. (Your priority for
innovation)
4. Not everybody is the same. You must be flexible on the delivery so you can satisfy the needs of
different people.
5. You can put your strategy together.
 Summary:

 Jobs-to-be-done is a needs first approach rather than ideas first approach.

 To innovate, it is important to understand that there are different customers, and each customer
has their own needs and that they are trying to get their jobs done.
 From that point, companies must innovate or develop products that will help the customers to get
their jobs done more efficiently.
 Usually, jobs-to-be-done is used to penetrate a new market, increase their market share in a
particular industry, or improve their process.