CHAPTER 01
THE OFFICIAL

Jobs-To-Be-Done Playbook

Read Chapters

Many people aspire to be great innovators — to build and launch hugely successful products and be known as leaders in their industries.

THE OFFICIAL

Jobs-To-Be-Done Playbook

Read Chapters

Many people aspire to be great innovators — to build and launch hugely successful products and be known as leaders in their industries.

But depending on your source, between 70% and 95% of all new products fail. Statistically speaking, your product is going to flop.

But depending on your source, between 70% and 95% of all new products fail. Statistically speaking, your product is going to flop.

The reason so many innovators fail and so many products flop is that innovators don’t really understand what it is their customers want. Moreover, they don’t know what inputs they need from customers to make innovation predictable.

The team at Arm & Hammer’s Animal Nutrition business was all too familiar with this challenge. Despite the technical success of their products, the business had suffered through several disappointing product development efforts and launches over the course of several years. Although they had been relying on industry-leading consultants to provide the insights to drive their innovation process, the commercial response to these innovations was lackluster.

Fortunately, all Arm & Hammer needed was a new perspective.

They needed Jobs-to-be-done.

Jobs-to-be-Done is best defined as a perspective — a lens through which you can observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make innovation far more predictable and profitable.

Jobs-to-be-Done helps product managers to:

Conceptualize new products

Improve existing products

Prioritize product backlog

Create a product roadmap

Design a user experience

Validate the potential of an offering before development begins

Are you a marketing manager? Jobs-to-be-Done can help you:

Craft a value proposition that connects with customers

Communicate competitive strengths

Craft sales pitches that convert

Design web pages and campaigns that convert

Create content that attracts leads

Executive leaders appreciate how Jobs-to-be-Done helps them:

Align the organization around a common vision

Achieve a shared understanding of customer needs across the organization

Determine which firms to acquire and partner with

Discover new markets to enter

Adopt innovation practices that lead to greater success

This playbook will teach you the tenets of Jobs-to-be-Done and how to apply them in your own organization, whatever your position — just like Arm & Hammer did to grow year-over-year revenue by more than 30%.

And how Bosch entered a new market with a top-selling and top-rated circular saw.

You get the picture.

But depending on your source, between 70% and 95% of all new products fail. Statistically speaking, your product is going to flop.

But depending on your source, between 70% and 95% of all new products fail. Statistically speaking, your product is going to flop.

The reason so many innovators fail and so many products flop is that innovators don’t really understand what it is their customers want. Moreover, they don’t know what inputs they need from customers to make innovation predictable.

The team at Arm & Hammer’s Animal Nutrition business was all too familiar with this challenge. Despite the technical success of their products, the business had suffered through several disappointing product development efforts and launches over the course of several years. Although they had been relying on industry-leading consultants to provide the insights to drive their innovation process, the commercial response to these innovations was lackluster.

Fortunately, all Arm & Hammer needed was a new perspective.

They needed Jobs-to-be-done.

Jobs-to-be-Done is best defined as a perspective — a lens through which you can observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make innovation far more predictable and profitable.

Jobs-to-be-Done helps product managers to:

Conceptualize new products

Improve existing products

Prioritize product backlog

Create a product roadmap

Design a user experience

Validate the potential of an offering before development begins

Are you a marketing manager? Jobs-to-be-Done can help you:

Craft a value proposition that connects with customers

Communicate competitive strengths

Craft sales pitches that convert

Design web pages and campaigns that convert

Create content that attracts leads

Executive leaders appreciate how Jobs-to-be-Done helps them:

Align the organization around a common vision

Achieve a shared understanding of customer needs across the organization

Determine which firms to acquire and partner with

Discover new markets to enter

Adopt innovation practices that lead to greater success

This playbook will teach you the tenets of Jobs-to-be-Done and how to apply them in your own organization, whatever your position — just like Arm & Hammer did to grow year-over-year revenue by more than 30%.

And how Bosch entered a new market with a top-selling and top-rated circular saw.

You get the picture.

Are you ready to see results like these for your own business? Then it’s time to dive into Jobs-to-be-Done.

Are you ready to see results like these for your own business? Then it’s time to dive into Jobs-to-be-Done.

Chapter 01 - What is Job-To-Be-Done?Chapter 01 - What is Job-To-Be-Done?
Chapter 02 - Define Your MarketChapter 02 - Define Your Market
Chapter 03: Build your job map & visualize what your customers wantChapter 03: Build your job map & visualize what your customers want
Chapter 04: Put Jobs-To-Be-Done Into PracticeChapter 04: Put Jobs-To-Be-Done Into Practice

WEBINAR

If you are interested in learning more about jobs-to-done and how it can help you achieve your growth goals, then register for JTBD pioneer Tony Ulwick’s next webinar:
TONY