What’s Your Customer Really Want? Get It Right With JTBD Method
The true reason why people buy a product is…
unveiled by this very simple concept
people buy a product because…
Because they need it to replace their day-to-day task
or simply
They hired the product to do the job that they want
this concept comes from the clay Christensen the milkshake story
people do not actually buy the milkshake because of its flavor, topping, price, or whatever…
but they hired the milkshake for the sake of doing the job of…
reduce their boring feeling when commuting to work
According to their jobs,
a better milkshake product that will fit the customer will be:
- a milkshake with thinner straws to sustain longer
2. some fruity things to chew when waiting
these are the results of knowing what the customer hired the product for
The JTBD method
to understand it more deeply
we can go into this current state and desired outcome flow
for example, people who try to lose weight.
What they really want is not a supplement, healthy food, low calories etc.
But…the desired outcome is what matters most for them
- Feel comfortable while wearing clothes
- Become more healthy and happy
When we truly understand what they really want.
We are in a position where we can improve the product according to their needs.
So that we will most likely create something that they already want
Des Traynor, Co-Founder of Intercom, makes it so clear that:
“Jobs-to-be-Done helps you creatively limit the imagination of your product. It lets you focus on making things people actually want. When you’re solving needs that already exist, you don’t need to convince people they need your product. “
It’s easier to make things people want than it is to
make people want things~Des Traynor, Co-Founder of Intercom
With this in mind, we can think in scope of where our product serves the customers best and create something that they want
