![]() Then start leafing through this book-not to find yourself or the answer, but to understand the essential fundamentals of the job to be done. The real way to get value from this book is to ask yourself-honestly and openly-where your greatest frustration lies as a value creator. Similarly, you’re a jerk if you hand it to a colleague or a boss without spending some time with it yourself. This is not a book to be read in a sitting or a transcontinental flight. But that’s what Jim’s book empowers you to do. With tongue firmly in cheek, it’s quite a job to be done to get the job to be done done. While I am a huge Clay Christensen fan (indeed, he was kind enough to write a blurb for one of my books), I think he’d be one of the first to acknowledge that his breakthrough conceptual thinking requires facilitators, translators, and interlocutors to make it work in the real world. He’s got the rigor and the chops to not only make the fundamentals accessible and understandable, but practical and doable as well. That’s why Jim’s book is so useful and important. Yes, they know the product and the service and the desired and desirable user experience, but do they really understand and appreciate the power and importance of the job to be done? The concept is simple and straightforward-it’s scalable, implementable, and extensible. The challenge here is that people-smart people, caring people-don’t always quite know the right stuff. What people minimize (or overlook) about Gawande’s checklists is that they are supposed to be prompts and reminders for people who truly know their stuff. That is, they’re doing everything they’re supposed to do but lack an essence and esprit that makes the work compelling. With apologies to Atul Gawande, they have a Checklist Manifesto grasp of what they’re trying to do. But oftentimes, because they are so talented and smart, they presume or assume they know the fundamentals of something when, in truth, they do not. In my classes, workshops, and advisory work, I have the good fortune to work with talented people who truly want to do excellent work. I cannot overstate how important that is. The reason is not just that Jim is a fluent writer with a crisp and clear purpose, but that he treats the fundamentals of user design, user experience, and the job to be done with thoughtfulness, seriousness, and rigor. Jim Kalbach’s book, The Jobs to Be Done Playbook, should inspire the best of both. ![]() Some books are written primarily to be read others are written mainly to be used. Find the best combination of plays to fit your situation and address your specific challenges. The practice of JTBD includes various methods and techniques. Use various techniques to guide your business at the highest levels. JTBD not only frames innovation and marketing efforts, but it also provides a way of grounding strategy in real-world observations. Use JTBD to accelerate your go-to-market efforts as well. Offering solutions that get a core job done can create a strong market pull, but that’s often not enough. After understanding the problem you are solving, use JTBD to design products and services that customers really want. JTBD is versatile and provides many techniques for developing solutions. Identify unmet needs and define your target markets all through the JTBD lens. JTBD provides a way to model various aspects of your market. Find your opportunities by interviewing people in your market and mapping their job. People value products and services that help them get a job done. Apply the JTBD framework to better predict your customer-driven growth. Begin your JTBD by understanding the core tenets of the theory and practice.Ī common language of JTBD helps filter otherwise irregular market feedback into a normalized system. JTBD is a broad field with a decades-old history and varying perspectives unified by a set of shared principles. ![]() The core message of JTBD is clear: focus on people’s objectives, not on your company, offering, or brand. Printed and bound in the United States of AmericaĪbout the Author Contents and Executive SummaryĪt a time when consumers have unprecedented choices, JTBD offers a way of seeing markets to maximize growth around customer needs. Align Your Markets, Organization, and Strategy Around Customer NeedsĪlign Your Markets, Organizations, and Strategy Around Customer NeedsĬover and Interior Design: The Heads of State ![]()
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