1. Jobs To Be Done 1 (JTBD) Dr. Rogelio Dávila Pérez ITESM, Campus Guadalajara ______________________________ 1 Based on The Innovator's Toolkit: 50+ Techniques for Predictable and Sustainable... written by David Silverstein,Philip Samuel,Neil DeCarlo

2. Jobs To Be Done Jobs To Be Done (JTBD) is a concept that guides you toward innovation and helps you move beyond the norm of only improving current solutions.

3. Jobs To Be Done JTBD is not a product, service or a specific solution.

4. Jobs To Be Done JTBD is not a product, service or a specific solution. Is the higher purpose for what your customers buy products, services and solutions.

5. Jobs To Be Done An example:

6. Jobs To Be Done An example: Most people would say that they use the lawnmower for the purpose of: “Cutting the grass”

7. Jobs To Be Done If the lawnmower company examines the higher purpose of cutting the grass, say for instance:

8. Jobs To Be Done If the lawnmower company examines the higher purpose of cutting the grass, say for instance: “to keep the grass cut and beautiful at all times”

9. Jobs To Be Done If the lawnmower company examines the higher purpose of cutting the grass, say for instance: “to keep the grass cut and beautiful at all times” Then maybe a different solution may appear:

10. Jobs To Be Done If the lawnmower company examines the higher purpose of cutting the grass, say for instance: “to keep the grass cut and beautiful at all times” Then maybe a different solution may appear: “to generate a genetically engineered grass seed that never needs to be cut”

11. Jobs To Be Done The power of the JTBD technique lays in:

12. Jobs To Be Done The power of the JTBD technique lays in: It helps the innovator understand that customers don’t by products or services;

13. Jobs To Be Done The power of the JTBD technique lays in: It helps the innovator understand that customers don’t by products or services; They hire various solutions at various times to get a wide array of jobs done

14. Jobs To Be Done There are different types of JTBDs: Functional Jobs: describe the task that the customers want to achieve. Emotional Jobs: are related to feelings and perception; and as such they are subjective.

15. Jobs To Be Done Emotional Jobs may be: ◦Personal Jobs: which describes how customers want to feel about themselves. ◦Social Jobs: how customers want to be perceived by others

16. Jobs To Be Done Ancillary Jobs: are other jobs that customers want to be made during, or after they get their main job done.

17. Jobs To Be Done Example: “Cleaning the teeth”

18. Jobs To Be Done Example: “Cleaning the teeth” Functional Job: Cleaning the teeth and gums and removing the plaque.

19. Jobs To Be Done Example: “Cleaning the teeth” Functional Job: Cleaning the teeth and gums and removing the plaque. Personal Job: the customer wants to feel fresh.

20. Jobs To Be Done Example: “Cleaning the teeth” Functional Job: Cleaning the teeth and gums and removing the plaque. Personal Job: the customer wants to feel fresh. Social Job: they want the others to perceive their fresh breath.

21. Jobs To Be Done Example: “Cleaning the teeth” Functional Job: Cleaning the teeth and gums and removing the plaque. Personal Job: the customer wants to feel fresh. Social Job: they want the others to perceive their fresh breath. Ancillary Jobs: wash the face, groom or eyebrows.

22. Jobs To Be Done What objectives do your customers use to evaluate solutions? It is vital to understand the objectives a customer applies in choosing between solutions. Typically, the objectives will relate to how the customer uses the product or service.

23. Jobs To Be Done For example, the objectives of a teenager whose job to be done is to try to engage with other teens.

24. Jobs To Be Done For example, the objectives of a teenager whose job to be done is to try to engage with other teens. Think beyond dimensions of functional objectives to consider emotional and social ones as well.

25. Jobs To Be Done See the IDEO video Inside IDEO Parts 1, 2 and 3.123