The Jobs To Be Done Playbook Quotes

“Think of the job as the overall object or aim and needs as the success criteria along the way. As with job statements, formulating a need statement in a standard way is critical. Lance Bettencourt and Anthony Ulwick have developed a consistent way to notate needs in what they call desired outcome statements. There are four elements: Direction of change + unit of measure + object + clarifier •”
― Jim Kalbach, The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs

“common core principles hold JTBD together as a field: • People want to get a job done, not to interact with an organization. • Jobs are stable over time. • People seek services that help them get more of their job done, better. • The job predicts behavior and becomes the key unit of analysis. • JTBD isn’t limited to one discipline; it applies across the organization.”
― Jim Kalbach, The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs

“5. JTBD isn’t limited to one discipline: it’s a way of seeing that can be applied throughout an organization.”
― Jim Kalbach, The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs

“4. Making the job the unit of analysis makes innovation more predictable.”
― Jim Kalbach, The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs

“2. Jobs are stable over time, even as technology changes.”
― Jim Kalbach, The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs

“People employ products and services to get their job done, not to interact with your organization.”
― Jim Kalbach, The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs

“Overall, JTBD is not a single method: it’s a lens, a way of seeing. JTBD lets you step back from your business and understand the objectives of the people you serve. To innovate, don’t ask customers about their preferences, but instead understand their underlying intent. Ultimately, JTBD seeks to reduce the inherent risk in innovation and ensure product-market fit from the outset.”
― Jim Kalbach, The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs

“Overall, JTBD is about understanding the goals that people want to accomplish, and achieving those goals amounts to progress in their lives.”
― Jim Kalbach, The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs

“At its core, the concept of JTBD is straightforward: focus on people’s objectives independent of the means used to accomplish them. Through this lens, JTBD offers a structured way of understanding customer needs, helping to predict better how customers might act in the future. The framework provides a common unit of analysis for teams to focus on—the job to be done—and then offers a shared language for the whole team to understand value as perceived from the customer perspective.”
― Jim Kalbach, The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs