JTBD: Jobs to Be Done - What it is, why it matters, how to use it, and a real life example

Practical Product w/ Jason Evanish

Key Links from this episode:

• Follow along with the questions Jason asked in his post How to do a Jobs to Be Done interview
• Links from Ryan's search for a mattress:
  • DreamCloud - The mattress Ryan ultimately bought
  • Wirecutter - A review site Ryan referrenced
  • Sleep Foundation
  • 33 Best Mattresses of 2022 on NYT - A site Ryan referenced in his search
• On Clayton Christensen and JTBD:
  • The Milkshake video and JTBD by Clayton Christensen
  • Clayton Christensen Institute
  • How Will You Measure Your Life? by Clayton Christensen - A great book by JTBD co-creator on a healthy philosophy of life

Connect with Ryan Findley

• Ryan on LinkedIn
• Learn to Win

Learn more and connect with Jason Evanish:

• Get more product advice on Jason's blog
• For more product advice, thoughts on tech, and more, Follow Jason on Twitter
• You can take your learning to the next level and get coaching from Jason or take his course here

Topics:

(0:35) - Introducing JTBD: What is Jobs to be done?

(3:03) - Setting the stage with the product Ryan recently bought

(3:45)- When did you first start thinking it was time for a new mattress?

(4:17) - When do you first start thinking about the mattress?

(4:34) - Who was involved in the purchasing decision?

(6:04) - How did you decide on DreamCloud?

(7:51) - How did budget play a role here?

(9:14) - Where did you go to get ratings and reviews?

(11:26) - What led to the 3 month delay in being able to finally get the product?

(13:45)- Zooming out: Black Friday & Forcing Functions

(21:36) - The purchase moment

(32:07) - Did you need customer support at all?

(33:37) - How did this purchase differ from other things you buy?

(34:50) - What happened with a recent disappointing purchase you made?

(40:40) - Where did your buying discussions physically taking place?

(47:17) - Did you visit any third party locations when you were in the process?

(48:39) - Digging into Ryan's experience using what he purchased

(49:59) - Advice for marketers applying JTBD

(54:53) - Ryan’s thoughts on this experiment

(59:48) - Learn to Win & Connecting with Ryan