Part 1: Identifying the user's task There comes a time when we all, as buyers, wake up. This is the moment when we disco
Posted: Sat Dec 07, 2024 3:37 am
Part 1: Identifying the user's task
There comes a time when we all, as buyers, wake up. This is the moment when we discover that we have a need that we want to solve and to cover it, we set ourselves a task. Many times, it is even such an important need that we write it down somewhere: a manager, a notebook...
We have to do something to solve our need, even though we are not yet ready to know what we can do. That unique moment is the JTBD .
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The acronym JTBD stands for Jobs to be done
The JTBD methodology seems to have been created by Rick Pedi and has subsequently been recovered by several authors, among which Alan Klement stands out in his book When Coffee and Kake Compete . If you think about the title of this book for a while, you will surely have some clue as to where this article is going to go.
Summarizing the theory, the Jobs to be done methodology argues that a consumer does not buy a product from us, but rather a solved need . In other words, I buy a product to solve a certain task that allows me to progress in a certain aspect of my life.
And here is where we could talk about the different dimensions that these tasks can have, according to the aspects that they help us to solve: emotional, functional and social :
Emotional : all those tasks related to feelings, sensations and emotions. Example: I need to reconnect with my inner self.
Functional : all those related to practical and functional aspects. Example: I need to organize my kitchen.
Social : Tasks that integrate me into the community and help me build relationships. Example: I need to enjoy more time with my family.
You may have already thought of a product that would help you solve one of the first two of these tasks. If the situation were to arise: a coach, a new wardrobe, but… what about the third? Can you think of a product, brand or service that could help you cover it? In fact, there is more than it may seem at first glance. From an amusement park to a board game.
That is the paradigm shift. It is more than likely that there are many companies that could help you with your task, but the fundamental thing is that these companies detect that this is your need and not another.
Let us see this with another example. Theodore Levitt , one of the followers of this method, sums it up with these words:
There comes a time when we all, as buyers, wake up. This is the moment when we discover that we have a need that we want to solve and to cover it, we set ourselves a task. Many times, it is even such an important need that we write it down somewhere: a manager, a notebook...
We have to do something to solve our need, even though we are not yet ready to know what we can do. That unique moment is the JTBD .
Get a 360-degree view of digital marketing and master the most advanced personalized marketing in bolivia with our expertise techniques! At IM Digital Business School we have designed the Dual Master in Digital Marketing Management and Direction, a highly demanding program that will provide you with the digital knowledge and skills to give a definitive boost to your professional career.
The acronym JTBD stands for Jobs to be done
The JTBD methodology seems to have been created by Rick Pedi and has subsequently been recovered by several authors, among which Alan Klement stands out in his book When Coffee and Kake Compete . If you think about the title of this book for a while, you will surely have some clue as to where this article is going to go.
Summarizing the theory, the Jobs to be done methodology argues that a consumer does not buy a product from us, but rather a solved need . In other words, I buy a product to solve a certain task that allows me to progress in a certain aspect of my life.
And here is where we could talk about the different dimensions that these tasks can have, according to the aspects that they help us to solve: emotional, functional and social :
Emotional : all those tasks related to feelings, sensations and emotions. Example: I need to reconnect with my inner self.
Functional : all those related to practical and functional aspects. Example: I need to organize my kitchen.
Social : Tasks that integrate me into the community and help me build relationships. Example: I need to enjoy more time with my family.
You may have already thought of a product that would help you solve one of the first two of these tasks. If the situation were to arise: a coach, a new wardrobe, but… what about the third? Can you think of a product, brand or service that could help you cover it? In fact, there is more than it may seem at first glance. From an amusement park to a board game.
That is the paradigm shift. It is more than likely that there are many companies that could help you with your task, but the fundamental thing is that these companies detect that this is your need and not another.
Let us see this with another example. Theodore Levitt , one of the followers of this method, sums it up with these words: