Chapter #4 - Identifying Jobs

👉 Personal JTBD

👉 Category creation (no competition) - nonconsummation eg ING Direct

👉 Workarounds

👉 Negative jobs (something people want to avoid) eg CVS Minute Clinics

👉 Unusual uses - baking soda for deodorant! Design new products

(a) Importance of emotional, social and functional aspects

(b) Circumstance of job matters - Genchi Genbutsu

Using JTBD to segment customer base (SNHU case study)

What was degree hired for?

• UG == coming of age experience
• online course students == swift credentials, outcome oriented

Innovators Dilemma - spun out unit into a separate physical location

#Jobs-to-be-done