1. WHAT
    1. is a theory of consumer action. It describes the mechanisms that cause a consumer to adopt an innovation.
    2. is the process a consumer goes through whenever she aims to change her existing life-situation into a preferred one, but cannot because there are constraints that stop her
      1. JTBD describes how a customer changes or wishes to change
    3. describe the “better me.”
      1. IMPROVE YOUR LIFE-SITUATION; BECOME MORE THAN YOU ARE
      2. pull for a better life
    4. Job To Be Done = task + context
    5. PRINCIPLES OF CUSTOMER JOBS
      1. People have Jobs; things don’t
      2. Competition is defined in the minds of customers, and they use progress as their criterion
      3. When customers start using a solution for a JTBD, they stop using something else
      4. Innovation opportunities exist when customers exhibit compensatory behaviors
      5. Favor progress over outcomes and goals
      6. Progress defines value; contrast reveals value
      7. Solutions for Jobs deliver value beyond the moment of use
      8. Producers, consumers, solutions, and Jobs should be thought of as parts of a system that work together to evolve markets
  2. WHY
    1. Improve your life-situation; become more than you are
    2. markets grow, evolve, and renew whenever customers have a Job to be Done, and then buy a product to complete it (get the Job Done)
    3. help create and sustain a growth culture
    4. gains
      1. identify your competitors
        1. Direct competition
          1. products do the same job in the same way
        2. Secondary competition
          1. products do the same job in many ways
        3. Indirect competition
          1. products do different work with conflicting results
      2. Understand the motivation
        1. Dissatisfaction with the current situation
          1. "A / B tests cannot be performed in this mailing service."
        2. The appeal of the new solution
          1. “There is this function in another service”
        3. Anxiety that something might go wrong
          1. “What if in the new service my mailing list gets spam?”
        4. Attachment to what is now
          1. "I have been using the service for a long time and I know everything there."
      3. Decide the direction to move on
        1. from user story to job story
          1. focus from personal characteristics shifts to context
          2. Format
          3. When (situation description),
          4. I want (motivation)
          5. To (result).
  3. HOW
    1. Interview
      1. When did you purchase the product?
      2. Where were you?
      3. What time of day was it? (daytime/ nighttime?)
      4. What was the weather like?
      5. Was anyone else with you at the time?
      6. How did you purchase the product?
      7. Did you buy anything at the same time?
      8. It is important to consider not only rational, but also emotional aspects of the decision
    2. !
      1. Ask customers about what they’ve done, not just what they want
      2. Ask the right questions to learn how your customers view competition
        1. Determine if anxiety is a competitor. If it is, find ways of reducing it
      3. Learn what kind of progress customers are seeking. What’s their emotional motivation (JTBD)? Use that to segment competition
        1. Studying what customers consider as competition helps you reveal what pushes them to change
      4. Ask yourself, “From which budget will my product take away money?”
      5. Focus on delivering emotional progress (getting a Job Done)
      6. Don’t depend on demographics
      7. Create better advertising and promotional material by speaking to what customers value
      8. Dig deeper when you tap into a struggle or aspiration. How have customers tried to solve it before?
        1. What might prevent customers from using your product?
    3. Generating demand
      1. Anxiety
      2. Habits
  4. WHO
    1. everyone: from Discovery to Delivery
    2. Teams become more motivated, build consensus, and share a vision when they do Customer Jobs research together
  5. Where
    1. !
      1. users do not buy your product, but switch to it from something else
        1. The price of switching to another product = (habit + degree of satisfaction) * fear of change.
      2. for new and current product
  6. How Many
    1. to add some value to the user
  7. When
    1. factors for prioritization:
      1. How important is the “work” itself (estimated from 1 to 10)
      2. How satisfied are users with the current solution (estimated from 1 to 10)
      3. What is the potential for developing a better solution
    2. as early as possible
  8. Sources
    1. https://jtbd.info/2-what-is-jobs-to-be-done-jtbd-796b82081cca
    2. http://www.whencoffeeandkalecompete.com/
    3. https://www.dropbox.com/s/je0ax86qitprdi9/WCAKC.pdf?dl=0
    4. https://jtbd.info/
    5. https://jtbd.info/a-script-to-kickstart-your-jobs-to-be-done-interviews-2768164761d7
    6. https://tilda.education/articles-jobs-to-be-done
    7. https://hbr.org/2016/09/know-your-customers-jobs-to-be-done?ref=https://product-frameworks.com