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The difference between Jobs-to-be-Done, needs, and insights
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The difference between Jobs-to-be-Done, needs, and insights

Introduction

In this section, the speaker introduces the concept of "jobs to be done" and explains how it can be used to define a market.

Defining Jobs to Be Done

  • The speaker explains that there is a hierarchy when it comes to jobs to be done, with the core job being at the top and job steps and outcomes below it.
  • The market is defined as the group of people trying to get the job done, while everything else becomes a need.
  • Outcome statements are needs, and insights come from what is learned from doing exercises.

Surgeons Removing an Anatomical Structure

  • The speaker provides an example of surgeons removing an anatomical structure surgically.
  • The job steps and outcome statements are described in detail using specific language.
Video description

Jobs-to-be-Done (JTBD) is best defined as a perspective — a powerful lens through which companies can observe markets, customer needs, competitors, and market segmentation differently, and in doing so, make their success at innovation far more predictable and profitable. Companies look at the world of innovation through this lens to accelerate their growth.