We track Product so you don't have to. Top Podcasts summarised, the latest AI tools, plus research and news in a 5 min digest.

Hey Product fans!

Welcome to this week’s 🌮 Product Tapas. If you’ve been forwarded this you can sign up and dive into the archives here.

What’s on the menu today? 🧑‍🍳 

📰 Not Boring - This week has been bustling with activity! From Jack Dorsey stepping down from the Bluesky board to Spotify moving lyrics behind a paywall. As ever, Google has been busy - from redesigning Maps to enrich your in-app navigation experience, to compiling 101 real-world GenAI applications and updating YouTube premium. Plus more updates from X, Pinterest, Snapchat and Peloton.

⌚️ Time-Saving Tools & GPTs - This week we’re going heavy on the visual tools. From creating video documentation and tutorials, to transforming your briefs into stylistically consistent illustrations within minutes as well as training AI on any moodboard - we’ve got you covered.

🍔 Blog Bites - This week in our essential reads, delve into the craftsmanship behind beloved products with Peter Yang's insights or explore the iconic Dropbox referral program, a masterclass in growth hacking that continues to set the benchmark for SaaS products. Plus more UX tips from Built for Mars and 7 proven retention strategies from a Snap expert.

🎙️ Pod Shots - We close out with a deep dive into the MTP/Product Experience Podcast featuring Bob Mester discussing the transformative Jobs to Be Done framework.

A veritable smorgasbord of tasty snacks - let’s dig in! 🚀👇

📰 Not boring

• Jack Dorsey departs Bluesky board

• This year’s Met Gala theme is AI deepfakes

• Sonos is releasing a pair of wireless headphones

• Whilst Spotify is moving lyrics behind its paywall

  • Reddit seems to have also leaked some screenshots of a new super-premium Spotify tier with higher quality audio 🎧️ 

• X launches Stories, delivering news summarized by Grok AI

• Pinterest continues to capture the Gen Z attention (over 40% of its user base)

• All things Google

  • For those looking for AI inspiration, Google has pulled together 101 real-world gen AI use cases from the world's leading organisations

  • Google is also testing some significant maps redesigns. It “gets rid of several fullscreen UIs and replaces them with sheets that preserve background context. Ideal for in-app navigation.”

  • YouTube Premium subscribers can now skip to the most-watched parts of a video (US Android customers 1st)

  • Plus…. you’ll soon be able to search Gemini directly from the browser search bar it seems

• Google related…. OpenAI is readying a search product to rival Google (Perplexity)

• Snapchat has released a set of AI and AR tools to help advertisers reach more users

• Peloton is laying off a further 15% of its workforce (400) as CEO also leaves

Want even more news?? View more here → 

⌚️ Time-Saving Tools & GPTs

Your go-to on the new tools to speed up your workflow.

• guidde - create video documentation faster (how-to-guides, training materials, FAQs etc.)

  • In a similar vein give Wizardshot a try for creating AI-powered tutorials

• EverArt - Train AI on any product, style, or mood board

• illus.ai - AI illustration Generator. “Get beautiful, stylistically consistent illustrations in minutes.”

🍔 Blog Bites - Essential Reads for Product Teams

UX: Reframing no, Live Previews, “How-Tos” and more

Fast becoming a regular recommendation, this week’s latest UX Bites from Peter Ramsay’s Built for Mars is out. You can check examples from The Guardian, Crumbl, Amo and more here

Practical Tips: 10 Proven Tactics to Elevate Product Quality

This piece got me hooked with the opening quote “Life's too short to "shiterate" on products that nobody wants”. The essence of it (incase it’s not obvious) is that the products we really love typically have a heap of craftsmanship put in them. 

Here, Peter Yang shares his top ten for improving quality in your product. It’s behind a paywall, although you can get a 7 day trial. Here are some of my highlights.

Case Study: The legendary Dropbox referral program

How to make your product grow itself. This is great reminder of the poster child of referral success: Dropbox. Whilst many of you will know the “what” this short piece from strategy breakdowns covers the ins and outs of the “how”, and well worth checking out.

Practical Tips: 7 battle-tested retention strategies AI native consumer products can utilise.

Relevant for AI native consumer products and plain old non-robot controlled ones too, this Twitter/X thread by ex-Snap growth lead Bryan Kim gives a whistle-stop tour through his favourite battle-tested retention strategies.

🎙️ 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

🎙️ 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.

That’s a wrap.

As always, the journey doesn't end here!

Please share to help us continue to grow and let us know what you would like to see more or less of so we can continue to improve your Product Tapas. 🚀👋

Alastair 🍽️.