Designing for superior business performance

A guide for technology, creative and startup leaders

"Jobs to Be Done is a framework for better understanding customer behavior.”
Clayton Christensen, Harvard Business School.

Choice 3: Delight we create / Jobs to be Done

Value proposition - use the Jobs to be Done framework to identify which needs

In this section

Use the Jobs to Be Done framework to identify the job to be done, related jobs to be done and motivational needs related to the Job to be Done.

Do not be concerned if you are unfamiliar or only somewhat familiar with this framework. It is very simple, and it will be kept practical in this guide, and it is also simple and easy to apply in the StrategyCAD™ platform.

It is one of the truly delightful aspect of the work of geniuses like Clayton Christensen, they make the complex simple, something we aspire to in StrategyCAD™

Jobs to be Done

People make purchase decisions to improve themselves or their situation. Even decisions that are seemingly self-sacrificing, the motivation can be linked to the person fulfilling a need to live as their ideal self – doing what is right or moral (Actualisation). Hence, all value propositions must offer the opportunity for people to improve themselves in their situation. The Jobs to be Done a framework developed by the late and great Clayton Christensen, the world’s foremost authority on disruptive innovation, recognizes that people pull products or services into their lives to make progress or improve their situation. Understanding this opens a world of innovation and value proposition possibilities. Jobs to be Done focuses on understanding the:

the situations or the trigger events that create the need
the actions the customer takes to satisfy those needs and resolve the situation
the functional, emotional, social, and other outcomes that makes the situation satisfying or delightful

The special opportunities for innovation and customer satisfaction lie in resolving the situation, satisfying needs, and creating delight through not just functional, but emotional, social and cognitive outcomes.

Examples to consider, to make it real

A person does not necessarily want to buy a new outfit. They want to feel a certain way such as attractive, desirable, admired, connected to peers who are similarly dressed or fit in or comply with social norms in a particular situation.
A business leader does not want to buy a CRM system, they more likely want hire it to assist with their personal and professional security and fulfillment.

This can be why discussing what the criteria for success are can be more valuable that demonstrating features.
The famous example is the customer does not want a ¼ inch drill, they want a ¼ inch hole is frequently but not always true or complete. Perhaps they want to hang that picture on the wall and do not need the hole or the drill. From a social and emotional viewpoint perhaps, they may want to appear very competent in-home maintenance for the esteem and social benefits. So ease of use and safety will be important value drivers to deliver those social and emotional outcomes.

Applying Jobs to Be done

In this section, you can complete one or more Jobs to be Done templates to experience how a StrategyCAD™ Jobs to be Done enables a deep and guiding understanding of "Which needs" These templates either in the StrategyCAD™ platform or the replicas provided in this guide will allow you to discover and deeply understand the needs, the triggers, jobs and related jobs of your candidate customers need done.

Additionally, you can capture motivations representing their emotional, social and cognitive needs.

Tip

If you have not already started your StrategyCAD™ trial then you can do so now, or print these Job to be Done canvases out to get the experience.

Demonstrate the usage of Job to be Done Canvas

Before launching into completing your own Jobs to be Done canvas, consider taking a look at this example.

In this example we can complete a Job to be Done from the admired startup Rent the Runway.
Rent the Runway is an e-commerce platform that allows users to rent, subscribe, or buy designer apparel and accessories. Founded by Jennifer Hyman and Jennifer Fleiss in recognition of multiple factors. One of those factors being women’s desire to wear outfits that are glamorous, make them feel and look good and avoid having social media photos in the same outfit in multiple events.

When in this situation	I want to	So that I can
Job to be done statement Identifying goal(s) the customer has, the constraints and frustrations they currently experience and the desires or how they want to feel with respect this goal.
I have special occasion to attend which requires formal or semi-formal dress	Wear a designer outfit that nobody has seen me in before	Feel good, look glamorous, earn the respect of those in attendance and have some great photos that I feel confident in sharing on my social media profile or I can pleased to see in other peoples' profiles.
Related jobs Thinking about the whole of the customer experience we can think about and capture the jobs that come before and after the job to be done – this might provide additional value proposition opportunities
Predecessor / preparation jobs		Follow on jobs to be done
Finding out what others are wearing. Evaluating what shoes, I can wear again or do I need to rent / buy a pair Choose the outfit and try it out Take some photos in it, to see how it is going to look Make sure none of my friends have worn my chosen outfit in their social media photos		Have jewelry that matches Have accessories that match – purse / bag, hair pieces Have makeup and hair done to match the outfit. Know the designer details in case I am asked Identify which postures will look best in photos Car or Limo to the event Return the outfit Make sure partner outfit / suit matches mine
Motivators Identify the motivations in this Job to be Done
Physiological	Security / safety	Connectedness
I want assurance it is as clean as new	Needs to be glamorous but fit within my budget Needs to be convenient for me to find what I want, and availability in my size.	I need to feel confident I am going to look the way I desire.
Esteem		Actualization
I want to feel confident about myself and feel confident I will earn the respect and admiration of those present		I see myself as a worthy and desirable human being and I want to live up to that ideal.
Enablement Identify the enhancers and difficulties in getting the Job Done with satisfaction
Delight drivers		Delight detractors
A good range of outfits and ones in my size Ability to see what they look like on (a model) at each different size A good range of colours A good range of matching outfits e.g., skirt, shirt, jacket, shoes		Too expensive (relative to purchase price) Garments look worn or not clean Inability to get the whole collection when choose multiple pieces

Example of using jobs to be done template to demonstrate the situation, needs and motivations.

Your turn

An offline template to try it out

Note:The online StrategyCAD™ canvas include some additional capacity to identify many triggers since this is the initiator of the need.

When in this situation	I want to	So that I can
Job to be done statement Identifying goal(s) the customer has, the constraints and frustrations they currently experience and the desires or how they want to feel with respect this goal.
What situation, feelings or needs trigger the job to be done	Action / activity the person wants to take	What outcomes / goals / satisfactions / feelings are desired
Related jobs Thinking about the whole of the customer experience we can think about and capture the jobs that come before and after the job to be done – this might provide additional value proposition opportunities
Predecessor / preparation jobs		Follow on jobs to be done
Jobs preceding this job that need to done.		Jobs to be done, that follow on from this job
Motivators Identify the motivations in this Job to be Done
Physiological	Security / safety	Connectedness
Physiological (Thirst, hunger, clothing, shelter, reproduction, comfort, boredom relief, entertainment) motivatio	Security motivations including ( Personal , financial) , health, security, convenience, reliability, time	Friendship, intimacy, family, sense of belonging, connection motivations
Esteem		Actualization
Respect, self-esteem, status, recognition, strength, freedom, autonomy motivations		Learning, growth, becoming the most/best one can be motivations
Enablement Identify the enhancers and difficulties in getting the Job Done with satisfaction
Delight drivers		Delight detractors
How to make the job easier, more satisfying		What makes the job more difficult, less satisfying

Wrapping up Jobs to be Done

At this stage you and your team can complete one or more Jobs to be Done for your value proposition. In the StrategyCAD Jobs to be Done template, try to consider as many different situations as possible that trigger the demand for your product / service. For example, if you provide CRM software to enable business to create winning relationships with its' customer, then, triggers could be:

New company is registered
Company gets a round of venture funding
Appointment of new customer success, sales or marketing manager at a company in your Arena
A company just missed out on a large client acquisition
A company just recently signed some large customers
A new CEO or executive appointment – the executive wants to make change and customer focus is likely on the agenda
Company gets some bad media or social media for its customer service
Company reports revenue issues due to customer churn, dissatisfaction, etc

Congratulations

At this point - you have a good insight into the needs your value proposition meets the situations and triggers for those needs.

You have done step 1 of the Value proposition design.

Continue . . .

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Value proposition - Which customers

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