![]() ![]() Here, we’ll use Jim Kalbach’s definition of a job as “the process of reaching objectives under given circumstances”, where he deliberately chooses the word “objective.” A quick search on the difference between the goal and the objective gets us to an editorial article on (opens in new tab), where “Goals are the outcomes you intend to achieve, whereas objectives are the specific actions and measurable steps that you need to take to achieve a goal.” Sounds easy, right? Often, one of the hardest parts in the framework is defining the right level of abstraction or altitude for your job. It is designed to help you describe what is happening in a simplified way. As with any framework, you’ll need to define what you’re trying to get done and how you want to use it. Note: A framework is just that – a framework. ![]() If you’re new to the JBTD, you may be taken aback by different approaches to defining a job and different schools of thought, and Jim Kalbach’s “The Jobs to be Done playbook” (opens in new tab) can be a great resource to guide you through your exploration. But if we put this into the customer perspective, what the company needs to understand is what people are trying to get done, what problems they are trying to solve, and what successfully solving these problems really means.Īs researchers we’re well-equipped to answer these questions using different approaches and frameworks, including the Jobs-to-be-Done (JBTD) framework that is gaining more and more traction among our research community. If you have been following the Jobs-to-be-Done discussions, you probably already heard of the milkshake story (opens in new tab), where Harvard Business School professor Clayton Christensen and his team were working with a fast-food restaurant chain to improve the sales of their milkshakes. “Why would the customer buy our product or service?” is a question that guides nearly any value prop discussion. ” Des Traynor, Intercom on Jobs-to-be-Done,” 2017 They don’t do it deliberately – they’re just adapting your product to their needs. “ Customers will always surprise you with the creative ways they use your product. (opens in new tab), and Veronika Sipeeva (opens in new tab) By Hugh North (opens in new tab), Carolyn Bufford Funk, Ph.D. ![]()
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