From 11 Ways to Think Different about Product Management Using Jobs-to-be-Done
| The Old Way | The JTBD Way | |
|---|---|---|
| 1. Define your market | Customers want a product Your market is iPods |
Customers want to get a job done Your market is people who want to curate music |
| 2. Research | Show your product What do you think of this MP3 player? |
Analyze the job, identify unmet needs What’s hard about finding music to fit your mood? |
| 3. Segment your market | Demographics Females, 25-34, city dwellers |
Job executors with unmet needs Casual listeners who want a faster way to discover music to fit the mood |
| 4. Identify competition | Similar products Zune and other MP3 players compete with the iPod |
Products, services, processes that get the job done Pandora also competes with the iPod |
| 5. Analyze competition | Feature to feature comparison iPod has a dial UI, make a playlist, sort by song or artist |
Analyze satisfaction of needs how long does it take to discover music to fit the mood on an iPod? |
| 6. Generate feature ideas | Brainstorm Wouldn’t it be cool if $\ldots$ |
Solve the unmet need How can we make it faster to discover music to fit the mood? |
| 7. Set a price | Willingness to pay for the product How much would you pay for this Zune? $100? $200? |
Willingness to pay to get the job done How much would you pay to instantly get any song, perfect for the mood? |
| 8. Project revenue | Estimate number of units sold 10% of iPod market (150 million iPods \(\times\) $150 per iPod) |
Value added to get the job done Price \(\times\) # of people unsatisfied by speed of finding songs to fit the mood |
| 9. Prioritize roadmap | By estimated impact on KPIs This feature will have a level 5 impact on time spent in the app |
By measurable impact on customer needs Feature makes it 10x faster to find a song |
| 10. Align team | HIPPO rules The CEO said the dial should turn like the iPod’s — “people love it” |
Explicit criteria for getting the job done The dial is a slow way to find a song for the mood |
| 11. Scope MVP | Is this good enough? We use it, we like it, let’s ship it |
Bar set by customer needs It’s ready when it meets customer needs better than the competition |
