in Design, Podcast, Product, Startup Basics, Video

The Philosophy of Jobs to be Done theory/framework

#StartupBasics | Series by Insights Alley (Hosted by Arun Verma)

S01E03 – The Philosophy of Jobs to be Done theory/framework

Guest: Alan Klement, Author of “When Coffee and Kale Compete


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In this episode of #StartupBasics, we discussed:

– Jobs to be Done or JTBD according to Alan.

– Famous example explaining JTBD theory: McDonald’s Milkshake’s Job to be Done by Clayton Christensen

– Jobs remain the same, the products we hire to do those jobs change. It’s true but much more complicated than that – Alan’s viewpoint and maybe we need to rethink that.

– JTBD in making software products. Jobs Data vs Usability/User Experience Data.

– While making software products, how to find jobs that people would hire your product to do?: Feedback Loops, Catalysts, Constraints.

– Why User Persona is flawed, not with their intent, but as a model. Behaviour & Motivations are demographic agnostics.

– Replacing User Story with the Job Story: When ____, I want to ____, So I can ____
Another way Alan is using Job Story is making them for products that don’t exist.

– How to do Switch Interviews or Jobs To Be Done Interviews. Difference between Switch Interview & Customer Development Interview.

– How to prioritize for multiple Job stories people are hiring your product for?

– Jobs to be Done is not a series of steps to be done, but a theory to understand how the market operates, what causes consumers to buy & use products.

– What is JTBD and what it is not?

Resources mentioned:

  • Book: “Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days” by Jake Knapp, John Zeratsky & Brad Kowitz
  • Book: “When Coffee and Kale Compete: Become great at making products people will buy” by Alan Klement
  • Book: “Competing Against Luck: The Story of Innovation and Customer Choice” by Clayton Christensen, David Duncan, Karen Dillon, & Taddy Hall
  • Blog: Jobs to be Done Medium Blog
  • People: Steve Blank (for Customer Development)
  • People: Clayton Christensen (for Jobs to be Done)


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