Jobs to be done – old wine in new bottles?
Maybe. But sometimes it is good to remember established principles and look at them freshly.
That’s why I took part in the STRATEGYN webinar on April 15, 2021. Personally held by Rob Schade and TONY ULWICK, and impressively focused.
- What’s wrong with traditional market definitions?
- What’s to be gained with a new definition?
- Who is the job executor in your market?
- What is your customer’s job-to-be-done?
- Where do people go wrong when getting started with JTBD?
When we define markets, it is ultimately not a question of how we segment as marketeers, but of what market segments look like from the consumer’s point of view. Ultimately, it’s always a “job” that the consumer wants to see done. Too often we lose sight of that. That’s why I can only recommend a look at the JTBD playbook:
https://strategyn.com/jobs-to-be-done/jobs-to-be-done-playbook/