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    JTBD111 Compressed

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    Дана Мутанова
    The document discusses the Jobs-to-be-Done (JTBD) framework, which focuses on understanding the core "jobs" or tasks customers are trying to accomplish, rather than their demographics or current purchasing behaviors. It provides examples of how companies like Uber, Airbnb, and others have effectively addressed specific jobs that customers are trying to get done. The summary highlights the key points that JTBD attempts to understand the problems customers are trying to solve rather than who they are, and that successfully addressing those core jobs through products and services leads to business success for companies like Uber and Airbnb.

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    JTBD111 Compressed

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    Дана Мутанова
    23 views23 pages
    The document discusses the Jobs-to-be-Done (JTBD) framework, which focuses on understanding the core "jobs" or tasks customers are trying to accomplish, rather than their demographics or current purchasing behaviors. It provides examples of how companies like Uber, Airbnb, and others have effectively addressed specific jobs that customers are trying to get done. The summary highlights the key points that JTBD attempts to understand the problems customers are trying to solve rather than who they are, and that successfully addressing those core jobs through products and services leads to business success for companies like Uber and Airbnb.

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    The document discusses the Jobs-to-be-Done (JTBD) framework, which focuses on understanding the core "jobs" or tasks customers are trying to accomplish, rather than their demographics or current purchasing behaviors. It provides examples of how companies like Uber, Airbnb, and others have effectively addressed specific jobs that customers are trying to get done. The summary highlights the key points that JTBD attempts to understand the problems customers are trying to solve rather than who they are, and that successfully addressing those core jobs through products and services leads to business success for companies like Uber and Airbnb.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    23 views23 pages

    JTBD111 Compressed

    Uploaded by

    Дана Мутанова
    The document discusses the Jobs-to-be-Done (JTBD) framework, which focuses on understanding the core "jobs" or tasks customers are trying to accomplish, rather than their demographics or current purchasing behaviors. It provides examples of how companies like Uber, Airbnb, and others have effectively addressed specific jobs that customers are trying to get done. The summary highlights the key points that JTBD attempts to understand the problems customers are trying to solve rather than who they are, and that successfully addressing those core jobs through products and services leads to business success for companies like Uber and Airbnb.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 23

    JOBS TO BE DONE

    This presentation is optimized for whiteboard use


    JTBD is a simple method invented
    by Harvard Professor Clayton
    Christensen, that allows
    companies and teams to identify
    the true opportunity behind
    customer behavior. The Jobs-to-
    be-Done framework attempts to
    remove the focus from people’s
    current purchasing behavior, and
    instead begs the question: “What
    are people really trying to
    accomplish?”
    Harvard Business School marketing

    What is professor Theodore Levitt said,“People don’t


    want to buy a quarter-inch drill. They want a

    JTBD? quarter-inch hole!”


    Clayton Christensen says, “People buy
    products and services to get a job done”.

    JOBS-TO-BE-DONE THEORY
    PROVIDES A FRAMEWORK FOR
    DEFINING, CATEGORIZING,
    CAPTURING, AND ORGANIZING ALL
    YOUR CUSTOMERS’ NEEDS.

    (Ulwick, 2017)
    АКТИВНОСТЬ
    how does it work
    REGARDLESS OF A INSTEAD OF WORRYING ABOUT
    PERSON’S AGE OR GENDER,
    DEMOGRAPHIC DATA, A USER
    THEY HAVE JOBS TO BE
    STORY FORMAT CAN HELP
    DONE – AND THEY SEARCH
    GOOGLE FOR HELP
    FIGURE OUT THREE BASICS:
    COMPLETING THOSE JOBS. WHEN.
    IWANT TO.
    Rather than focusing on data
    SO ICAN.
    points like age or gender,the
    Jobs to be Done framework
    focuses the marketer on the Example: When I am thinking about buying a popular book
    problems the target audience is in my field of interest, I want to read a review first, so I can
    trying to solve. make an informed purchasing decision.

    (Watts, 2022)
    know the difference between ‘what’ a
    customer buys and ‘why’ he buys it.

    We make decisions based on various


    functional,emotional and social factors
    that change according to circumstances
    You make different choices depending on
    whether it is a romantic appointment, a
    business meeting or a family lunch:you
    are always the same person and yet you
    have different needs and expectations,so
    you hire the product or the service that
    helps you to get the job done. CHARLES REVSON, THE FOUNDER OF REVLON COSMETICS,
    USED TO SAY ABOUT HIS PRODUCTS: IN THE FACTORY WE
    (Ceraselli, 2018) PRODUCE COSMETICS, IN STORES WE SELL HOPE.
    PROS
    CONS
    gives deep
    lack of attention to
    understanding of the
    customer’s job and
    design aesthetics and
    makes marketing more overall user experience

    Advantages & effective; it's more theoretical


    bring out the underlying than practical
    needs of users; abstract interpretation

    disadvantages identify competitors from


    the customer’s point of
    of customer demand
    takes efforts,it
    view requires some actual
    innovate products and depth and some
    services to solve investment to really
    problems that don’t have get into it and master it
    a solution yet. and some people don’t
    helps to create winning have the patience for
    products
    that
    More Examples
    For a long time, there was nothing in the world of parcel
    delivery except courier services and post offices. The first

    pack fully automatic pack stations appeared only in 2001. They


    were installed in Germany by DHL, the famous international

    station
    courier delivery service. They became popular very quickly,
    although they were not yet fully automated. Now according
    to statistics, 90% of Germans can walk to the nearest
    Packstation in just 10 minutes.
    (Kiosk Solutions , 2021)
    Uber has been successful because it’s perfectly nailed

    Uber & a Job to Be Done. Uber can often offer a nice car to take
    you from point A to point B, but that’s not where it’s
    built its competitive advantage. The experiences that

    Yandex come with hiring Uber solve customers’ problems —


    from allowing you to travel without any cash on hand to
    knowing exactly when your specific driver will turn up —
    are better than the existing alternatives. That’s the
    secret to its success.
    (Dillon,2016)
    JTBD in Retail Banking:
    Kaspi.kz
    QR code system (payment and
    withdrawal of cash)
    easy transactions
    easy deposits,loans
    remote bill payment
    EGOV documents

    For consumers who need to securely and easily


    pay online, Kaspi offerings have hit the mark.
    In addition to a large network of merchants,
    Kaspi provides customers with convenient
    payment options.
    Zapis.kz is a service that allows you to
    quickly, easily and freely sign up for beauty
    Our main difference is
    salons directly from your smartphone or that a person does
    laptop. not waste time
    searching and making
    an appointment for a
    The client starts a personal account with
    salon salon by herself
    saved records and selected salons and can
    sign up and cancel an appointment in
    beauty salons, not limited to the working
    hours of the salon and the availability of
    free telephone lines.

    ZAPIS.KZ
    For partners, zapis.kz is an electronic
    journal, SMS notification, financial
    statements, customer statistics,
    warehouse accounting.
    JOBS-TO-
    BE-DONE:
    AIRBNB
    THE EXAMPLE IS AIRBNB, WORLD'S
    LARGEST PRIVATE TRAVEL RESIDENTIAL
    RESERVATION NETWORK. IN THEIR CASE,
    WE CAN IDENTIFY THE FOLLOWING MIX
    OF JOBS AND WAYS OF DOING THEM.
    Job#1 (travelers - accommodation): Find a
    place to stay during travel. The way of
    Doing the Job (Value Proposition): rent a
    room, apartment or home from private hosts,
    using Airbnb's online platform, at prices
    that are usually lower than those of the
    main hotels in the area.
    Job #2 (hosts - accommodation): Get an extra
    revenue by short-term renting available
    spare rooms, apartments or homes. The way of
    Doing the Job (Value Proposition), from
    Airbnb: 'Earn money as an Airbnb host',
    using Airbnb's online platform and reaching
    travelers worldwide with professional help
    for presenting the offer in an attractive
    way.
    JOB#3 (TRAVELERS - EXPERIENCES): FIND A
    INTERESTING OR EXCITING DESTINATION TO
    TRAVEL TO AND ENJOY EXPERIENCES. THE
    WAY OF DOING THE JOB (VALUE
    PROPOSITION), FROM AIRBNB: 'WELCOME TO
    THE WORLD OF TRIPS - HOMES,
    EXPERIENCES, AND PLACES - ALL IN ONE
    APP'...
    JOB #4 (HOSTS - EXPERIENCES): EARN
    EXTRA MONEY BY WELCOMING OTHERS ALONG
    IN YOUR CITY. THE WAY OF DOING THE JOB
    (VALUE PROPOSITION) PROPOSED BY AIRBNB:
    CREATE UNIQUE EXPERIENCES AROUND YOUR
    CITY, USING AIRBNB'S ONLINE PLATFORM
    AND SMARTPHONE APP.
    THANK YOU
    FOR
    LISTENNING!

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