By Alan Klement

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Improve your life situation; become more than you are

In the factory we make cosmetics; in the drugstore we sell hope.

Figure 4. What is being sold here — lipstick and nail polish or a “new me”?

A Job to be Done defined

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A Job to be Done is the process a consumer goes through whenever she aims to change her existing life-situation into a preferred one, but cannot because there are constraints that stop her.

Products enable customers to get a Job Done

FIGURE 6. SAMUEL HULICK USES THIS ILLUSTRATION TO SHOW HOW CUSTOMERS USE PRODUCTS TO DESIGN A “NEW ME”.

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What isn’t a Job to be Done

Figure 6. Don Norman’s 1988 Book, The Design Of Everyday Things, features Activity-Centered-Design and the Seven stages of Actions seen here. This theory formed the basis of methods such as Task Analysis and Human-computer Interaction.

I gave a business partner a watch to show my appreciation for his hard work. What was my Job to be Done? How can my JTBD be functional if I never directly use it?

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Figure 7. is it a customer job or something else?

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Where does JTBD theory come from?

Figure 8. A genealogy of customer jobs.

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