CHAPTER 01
CHAPTER 01
CHAPTER 01
CHAPTER 03
CHAPTER 03
CHAPTER 01
Chapter 02
Chapter 02

Define Your Market

Companies often define the markets they serve around the technology in their product offerings—a technology that one day will become obsolete.

Clearly, this is a mistake, but it’s one that has been repeated by hundreds of companies over the decades. And where are Blockbuster and Kodak now?

Where are the companies that defined themselves around CDs? They spiraled to their death when MP3 technology came along.

Many companies today find themselves in this same situation.

A market, which is the focal point of everything a company does, should not be defined around something so unstable that it is only valid until the next product iteration. Instead, you should define your market around something that is stable for decades, making long-term strategic investments more attractive and providing the company with a vision for the future.

The customer’s job-to-be-done provides that stable focal point around which you can create value—and define your market. More specifically, you should define your market as a group of people and the job they are trying to get done.

A Market =

A Group of People

+

The Job They’re Trying to Get Done

Parents (a group of people) who are trying to pass on life lessons to their children (the job-to-be-done) constitute a market.

Dental hygienists who clean patients’ teeth and farmers who grow a crop also constitute markets.

When defined in this way, there are tens of thousands of markets out there, and many of them have been around for decades —even centuries.

When it comes to getting a job done, people (job executors) don’t want to cobble a solution together from multiple, incompatible offerings. They want one solution that gets the whole job done. When you focus on the job-to-be-done, you are more likely to gradually evolve your products over time to get the entire job done and better satisfy your customers.

So, when looking through a jobs-to-be-done lens, what markets are you serving?

In this chapter, we’ll explore how to define your job executor and how to begin thinking about the job they’re trying to get done.

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Who is the job executor?

People have underlying problems they are trying to resolve. They have goals they are trying to achieve and tasks and activities they are trying to complete. They may be faced with situations they are trying to avoid. In each of these cases, people often turn to products and services to help them get a “job” done.

KEY CONCEPT

The job executor uses a product or service to get the core functional job done. They are the reason the market exists.

KEY CONCEPT

The job executor uses a product or service to get the core functional job done. They are the reason the market exists.

Why is it important to identify and define the job executor?

Your market exists solely because this job executor is trying to get a job done, making the job executor the focal point for value creation. This is the customer you need to study to define and fully understand the job-to-be-done and to create a winning product.

What happens if you focus on the wrong customer?

Just ask Yellow Pages. With a heavy focus on the advertiser (the purchase decision maker), they forgot to innovate for their job executor—the consumer trying to find a local provider of goods and services. How many of us rely on the Yellow Pages today?

How to define your job executor

Follow the instructions below to define the job executor in your target market.

1.

Determine the group of people who use your product or service to get a job done.

Remember, this is the group of people who are trying to execute the core functional job—not necessarily the people making the purchase decision or the people maintaining the product. List out possible variations.

Imagine you are part of each of the businesses below.
Who uses your products or services?

CLICK AND DRAG TO REVEAL THE ANSWERS

BUSINESS

Music Streaming SMusic Enthusiast

JOB EXECUTOR

BUSINESS

Tooth Brush ManfacturerConsumer

JOB EXECUTOR

BUSINESS

Surgical Device ManfacturerSurgeon

JOB EXECUTOR

Imagine you are part of each of the businesses below. Who uses your products or services?

CLICK AND DRAG TO REVEAL THE ANSWERS

BUSINESS

BUSINESS

BUSINESS

BUSINESS

JOB EXECUTOR

JOB EXECUTOR

JOB EXECUTOR

Music Streaming SMusic Enthusiast

JOB EXECUTOR

BUSINESS