Jobs to be done isn’t just a single approach; it serves as a lens through which you can gain a new perspective.
JTBD helps us find the unmet needs and gives us a focus on business outcomes.
Behavioral Science also works as a lens and complements JTBD quite well.
Why?
Because most of the goals organizations have depend on behavior getting done, and so, Behavioral Science should be integrated into an organization’s core activities rather than just being brought in from time to time.
Once we have the Jobs to be done data, we can then move a level deeper to work on the target behaviors we want to help enable and work on removing barriers or enhancing enablers.
We do this not from instinct, but from an evidence base, using frameworks like the Behavior Change Wheel.
If you want to learn how I use COM-B and The Behavior Change Wheel have a look at my online course.
If you want to learn JTBD these are some great people and resources to follow
1) Tony Ulwick (both his books and his courses at Strategyn are top resources)
https://strategyn.com/
2)Jim Kalbach — also has a great book and courses on JTBD
3)Alan Klement — has the book when coffee and kale compete
4)David Duncan — I believe he has just released a JTBD course on LinkedIn Learning
5) Bob Moesta — has some great examples of JTBD interviews
*Also his book.
Our ultimate goal in building products and services is to minimize innovation’s inherent risks.
By combining: JTBD + Behavioral Science + Human-Centered Design we have a real chance at being more precise and delivering real value-creating products and services.
Robert
If you want to connect with me, you can find me on LinkedIn.
Here are other ways I can help you enable Behavior Change to enhance your customer and employee experiences:
- Access To Free Frameworks — Explore Behavior Science & Innovation Frameworks I’ve created and that I’m sharing with you
- Get My Behavior, Innovation & Design Courses — Check out my latest online courses that are practical, affordable and comprehensive
3. Consulting & Training — Work with me to help you leverage the latest Behavior Science, Human-Centered Design and Innovation methodologies to tackle your toughest challenges head-on
