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