Bring teams together behind a focus on the customer need
It is easy for teams to get lost in the details around certain products, features or campaigns. Jobs to Be Done helps to bring everything back to the customer needs we are trying to solve.
It creates alignment across teams by ensuring that everyone is working towards common goals, resulting in better and more seamless customer experiences.
Develop a better way to segment audiences
A needs based segmentation is fast replacing more traditional approaches to segmentation because it is centred around the core customer need - not on demographics, attitudes or behaviours which often don’t predict what a customer is looking for.
The main objective for a customer is their Job to Be Done. By segmenting this way you can create more relevant ads and gear your products, marketing and experiences towards creating brilliant end-to-end journeys that solves this exact need.
Define the competition from the customers’ perspective
Your competitors are not limited to other products like yours. Your competitors include anything a customer uses to solve their job today. This includes solutions that sit outside your category entirely.
The first step is recognising that we are not competing for customers. We are competing to be chosen for one or more of their Jobs to Be Done.
Build the future
Many great brands of our time have become obsolete, not because their product quality declined but because customers found better ways to solve their Job to Be Done. Customer-led innovation and a relentless focus on the Job not the product can help brands avoid product failures and stay relevant for decades to come. Even if it means reinventing yourself.
Today, there are still thousands of customer Jobs that are underserved by the existing market of products and services.
The future is up for grabs.
