🎙️ Pod Shots

If you've heard of Jobs to be Done, you've probably also heard of Bob Mester, who not only is the co-creator of the technique but has some amazing stories and insights around it. This week, we cover the MTP/Product Experience Podcast with Bob all about Jobs to be Done, and if you haven't heard of the technique, then this is the perfect place to start.

⚒️Getting real With Jobs To Be Done

The Product Experience Podcast

🎙️ Listen to the full episode here 

📆 Published: May 1st, 2024

🕒 Estimated Reading Time: 2 minutes. Time saved: 40 minutes🔥 

💡 Introduction to Jobs to be Done

In this podcast episode, Bob Mester, the co-creator of the Jobs to be Done (JTBD) technique, shares his insights and stories related to the methodology, delving into the essence of JTBD and its significance in product develipment. Jobs to be Done focuses on understanding the underlying reasons why customers "hire" products to make progress in their lives. Bob's background in engineering and product development has led him to work on a wide range of products (over 3,500!), from the Patriot missile guidance system to consumer products like Pokemon mac and cheese….

🚧 Challenges in Implementing Jobs to be Done

Bob highlights common mistakes made when applying the Jobs to be Done framework. One key error is hypothesis-building research, where individuals enter the research process with preconceived notions and try to fit customer responses into those hypotheses. Another challenge lies in deciphering customer language accurately, as people often use vague or misleading terms. Bob emphasizes the importance of understanding the irrationality behind customer decisions and the need to consider context and outcomes together to determine value effectively.

🏛️ Jobs to be Done as a Framework and Philosophy

Bob discusses Jobs to be Done as both a framework and a philosophy. He views it as a structured method for extracting customer insights and understanding their needs, while also serving as a guiding principle for innovation. By focusing on customers' struggling moments and the progress they seek, Jobs to be Done offers a customer-centric approach that goes beyond product features. Bob also talks about how his personal journey of overcoming dyslexia and his engineering background shaped his unique perspective on product development.

🛠️ Practical Applications of Jobs to be Done

The podcast delves into practical applications of Jobs to be Done in various industries, including software development, real estate, and consumer goods.

Bob emphasised the importance of steering the conversation in a way that encourages customers to provide deeper insights rather than just agreeing with the interviewer.

Bob mentioned that getting a "no" response from customers allows for more follow-up questions and a deeper exploration of the customer's thoughts and experiences. But also, by avoiding simple "yes" or "no" answers, interviewers can uncover valuable information that may not have been shared otherwise.

The strategy of aiming for "no" responses in interviews aligns with the idea of active listening and mirroring the customer's language and pace. By mirroring the customer's language and pace, interviewers can create a comfortable environment that encourages customers to share more openly and provide richer insights.

Overall, the approach of aiming for "no" responses in customer interviews can lead to more meaningful conversations, deeper understanding of customer needs, and ultimately, better product development based on real customer insights.

Bob also shares examples of how understanding the underlying reasons for customer actions can lead to significant business growth. For instance, in the case of Snickers, a shift in perspective from viewing it as a candy bar to a fuel bar resulted in a substantial increase in sales. By aligning products with customers' unmet needs, businesses can drive innovation and success.

🌍 Challenges in Implementing Jobs to be Done in Specific Contexts

While Jobs to be Done is a powerful tool, Bob acknowledges that there are contexts where its application may be limited. For instance, in scenarios where customers lack choice or where decisions are driven by obligation rather than preference, Jobs to be Done may not be as effective. Bob highlights the importance of understanding customer motivations and the presence of choice in successfully applying the Jobs to be Done framework.

🤖 Future of Jobs to be Done with AI Integration

The podcast touches on the role of artificial intelligence (AI) in enhancing the Jobs to be Done methodology. While AI can assist in data collection and analysis, Bob notes that AI currently struggles with interpreting anomalies and understanding the nuanced context behind customer actions. AI may streamline certain aspects of research and data processing, but the critical thinking and interpretation required in Jobs to be Done remain essential for effective implementation.

🎓 Conclusion and Key Takeaways

Bob’s insights on Jobs to be Done offer a unique perspective on product development and customer understanding and help as a useful reminder (or 101) of the framework. It’s a helpful framework to identify customers' underlying needs and motivations, to help product managers and businesses to create products that truly resonate with their target audience.

Want to know more quickly? Just ask the episode below [web only]👇️ 🤯 
or if you prefer,🎙️ Listen to the full episode here 

📅 Timestamps:

  • [00:02:25] The history of Jobs to be Done.

  • [00:04:38] Common mistakes in jobs-to-be-done.

  • [00:08:09] Jobs to be done.

  • [00:11:44] Understanding jobs over features.

  • [00:16:15] Snickers product innovation.

  • [00:17:20] Moving past ideal customer profiles.

  • [00:21:59] Downsizing insights and marketing strategies.

  • [00:26:01] Legacy tech products.

  • [00:29:42] Meeting room booking challenges.

  • [00:34:11] Making choices in healthcare.

  • [00:35:25] Career transitions and motivations.

  • [00:39:30] The future of product management.