Notes on: The ultimate guide to JTBD by Bob Moesta

Lies: build it and they will come

People hire products to make progress in their lives

Supply and demand are not so connected

Struggling moments are the seed of the innovations

Context that makes me value the outcome

Meeting customer where they are, not convincing them. They convince themselves to make the progress

Push (f1) - what pushes people to say "today is the day! I gotta do something different!". Push is the only thing that will make them leave the old product. If there is no push they can not see your product, because we are creatures of habit.

Pull (f2) - new outcome

f1 + f2 !> f3 + f4 they will not move

framing a market as a system of behavior

more features create more anxiety - "Can it do all things?"

if you reduce friction (f3+f4) you don't have to do anything with the product, people will buy themselves

f1 (push) f4 (habit) - can be equal, then there will be no push

focusing on the customer

understanding the causality behind the decisions

using design thinking to realize how to enable people make progress

we don't need to sell them, we need to enable them to buy. help people to buy, design the process on how they want to buy

how they want to buy?

  1. problem unaware, solution unaware
  2. problem aware, solution unaware
  3. problem aware, searching, evaluating trade offs, deciding
  4. problem aware, solution aware

Meet customer where they are

  1. first thought
  2. passive looking
  3. active looking
  4. deciding
  5. first use
  6. ongoing use

5->6 - building a habit

2 frame questions

  1. what causes to say "today is the day"
  2. find people who recently purchase
    1. extract the story, what people will fire, when they hire me?
    2. pushes, pulls, anxieties, habits, trade offs, hired, fired criteria
    3. cluster, find pathways pushes/pulls

each step has a push/pull, each step has a system

from a set theory, everything starts to repeat around 7-8 interviews, do max 10-12. Rather then 24 do two rounds of 12

push things to be done smarter and faster

  • do no have a discussion guid

you need to hit the edge of the language for the client, to start digging

reveal the causal mechanisms

  1. Go find the people that recently bought your product, talk about why they bought the product, what was going on in their lives, what they hoped for, worried about, what they gave up
    1. functional energy - time space, effort, knowledge
    2. emotional energy - how you fell, better or worse etc.
    3. social aspects - how I want others to perceive me?
  2. talk to people that churned
    1. what was the struggling moment
  • nobody wants to change, why did they change?

did something failed/ did they try something?

"bitching ain't switching"

layers of language:

  • problem layer
  • fantasy/nighmare level

criminal inteligence

  • you are overshooting the expectation, sometime people need it simple
  • what business thinks it is selling is not actually what people are buying in most cases

there are no new jobs - we just get better at doing them. nature of how the technology delivers on it changes.

most A students don't start until they have all the answers

most D students start because they don't have an answer

only people have jobs, products don't have jobs.

habitual stuff is very hard to reveal the jobs for as people do them unconsciously

  • its only when people change you can reveal iceberg of "Why change?"

NOT pain/gain -> context/outcome

NOT in the conference room, GO talk to people to find out irrational parts and try to understand them

struggling moments are the key

struggling moment is when people take an action on. They (moments) are everywhere, and there is only certain context people action them

people want to make progress? What is their standard? What is their context/outcome?

Choose what to suck at - make sure your tradeoffs map with the tradeoffs customer is willing to make

Top 3 things you struggle right now, which if you can solve would fundamentally change your business

"The energy in your body and your brain, you need to use it every ounce of it every day. Cos you wake up the next day with a full bank account. You can not save it"