Job to be done. What makes it so critical for ealry startups

THE INTRODUCTION

Hello 👋 Marketing Contexts Fam!! Welcome to this week’s edition.

In todays edition of startup marketing deep dive we unpack a critical startup marketing process of “Job-To-Be-Done”. We will cover:

• Why a job to be done matters for startup marketer

• Unpack the core concepts

• Look at an example

• Role of marketer

• Resources

THE CONTEXT

Why it matter?

Imagine being a product marketing manager in a early startup. Your mission: Take the product idea and transform it into a narrative that resonates with the target users.

But where do you start? How do you get things going?

One of the ways I have handled this situation, is to add a method to this madness. Start by focusing on the Job to be done for the users

( Job to be done will be referred to as JTBD in this deep dive going forward)

Startup environments are dynamic and resource crunched. The ebbs and flows are difficult to comprehend. Trust me, I have been in such environment once too often.

JTBD helps provide structure and focus in such startup environment. It helps align your priorities from the users perspective, and map the outcomes to each task being executed.

Remember the success of the startups depends on your target audience having a critical job that desperately needs solving and your product being the best fit to solve that problem.

The Psychology behind the process:

The beauty of the job to be done process is that it pushes you to find the ultimate outcome for a job.

For example, when we buy a car, our intermediate outcomes is to save time while traveling, find a convenient way to travel, fulfil our pleasure of driving. But the ultimate goal being ( the "job to be done") is to reach point B from point A

Uber as a platform fulfil this outcome of reaching point B from A in a convenient, hassle free way without us having to own a car.

THE DEEP DIVE

JTBD is not just a framework, it goes beyond the features and functionalities. It delves into the underlying motivation and desires of your target users have when seeking a solution.

The way JTBD works is it focus on few critical aspects of your users need/job.

• Functional aspect

• Socio-Emotional aspect

• Personal-emotional aspect

User seek a product to achieve an outcome to a job at hand. Seeking the answers to the above for every stages of the startup journey will help you align your priorities

Using the JTBD in a early startup ( implementing a startup marketing system)
 
The journey from an idea to the PMF is an evolving maze of iteration and pivots.

For a startup it is imperative to get the best information about your users to complement the product development roadmap by building a user narrative which helps in positioning of your product

Designing your job to done framework.

1. Define the Problem:

Start by clearly identifying the issue or user behaviour you want to understand. Be specific. The more precise you are, the more focused your "Why" questions will be.

2. Ask "Why" - The Unpacking Begins:

With the problem defined, ask "Why" this issue is happening. Don't settle for surface-level answers. Dig deeper to understand the underlying reasons.

3. Keep Asking "Why" - Peeling Back the Layers:

Take the answer to your first "Why" question and ask "Why" that's the case. This helps you uncover the reasons behind the initial response, leading you closer to the root cause.

4. Iterate Until You Reach the Root Cause (Around 5 Whys):

Continue asking "Why" for each new answer you get. Ideally, after 4-5 iterations (but sometimes more or less), you'll reach the root cause - the fundamental reason behind the problem or user behavior.

5. Analyze and Take Action:

Once you have a good understanding of the root cause, analyze the information and consider solutions. The 5 Whys method helps you identify the core issue, allowing you to develop targeted solutions or improvements.

Discovering the user job can help a PMM gather the building materials for product story.

Building Your Product Story:

Understanding user JTBD helps in developing compelling product narratives around how your product address user needs

PMMs can then create product stories that resonates with your users. And show them how your product enables uses in achieving a desired outcome.
JTBD can also help align your product messages with the functional, and emotional needs of your users and craft effective user stories that address the unmet need of the target users.
 

Establishing Your Product Identity:

Position your product based on the jobs it fulfills. What unique value does it provide?

Create a brand identity that reflects how your product uniquely solves users’ problems.

Consider both emotional and functional aspects of the jobs to create a memorable brand.

STRATEGIES IN ACTION
Apple Music Ecosystem:

Apple Music was introduced on June 30th, 2015 as an alternative to Spotify. Apple music ecosystem objective involved creating a seamless experience across its products and services, allowing users to transition from one device to the other seamlessly.

Problem Definition Users wanted a way to enjoy music without committing to purchasing entire albums seamlessly across multiple apple devices.

The insights: User understanding

People desired flexibility in music consumption. They didn’t want to be limited by full album purchases or restricted on a particular device.

Users valued variety, personalised playlists, and easy access to their favourite songs.

The game plan: How was it solved

Design a subscription-based streaming service which offered personalized recommendations, curated playlists, and offline downloads to users without having to buy the whole music album

The subscription is valid across apple devices and users could seamlessly transition across platform and access their music

JTBD: “Listen to music without buying the whole album while seamlessly transitioning from one device to the other.”

Product Story: Apple envisioned an ecosystem where users could access a vast music library seamlessly across devices.

The outcome:  Available in 100+ countries, it offered a catalogue of 30 million songs

Takeaway:

Apple invested in understanding one core user need which became central to their job to be done focus. (Streaming music). With this as a priority, apple then established Apple music ecosystem which allowed users to stream music and also transition between devices.

Common pitfall:

While the Job to Be Done (JTBD) process is powerful, it’s essential to be aware of potential pitfalls and challenges, especially for a startup product marketing manager (PMM):

Overlooking Contextual Factors:

Challenge: Focusing solely on JTBD might lead to overlooking broader contextual factors. Consider external market dynamics, industry trends, and competitive landscape.

Solution: Balance JTBD insights with a holistic view of the market.

Assuming Homogeneous Jobs:

Challenge: Treating all customers within a persona as having identical jobs can be misleading. Jobs can vary based on context, demographics, and individual preferences.

Solution: Refine personas to capture nuances and tailor messaging accordingly.

Misinterpreting Customer Feedback:

Challenge: Customers might express their needs indirectly or inaccurately. Misinterpreting feedback can lead to misguided product decisions.

Solution: Use qualitative and quantitative methods to validate JTBD insights.

Neglecting Emotional Jobs:

Challenge: Focusing only on functional jobs neglects emotional and social aspects. People “hire” products for emotional reasons too.

Solution: Understand the emotional context behind JTBD.

Scaling Challenges:

Challenge: As a startup grows, maintaining JTBD focus becomes harder. Scaling marketing efforts while staying JTBD-centric is a balancing act.

Solution: Continuously reinforce JTBD alignment across teams.

Lack of Data:

Challenge: Early-stage startups might lack sufficient data for robust JTBD analysis.

Solution: Leverage qualitative methods (interviews, surveys) and lean on customer interactions.

Ignoring Competitive Forces:

Challenge: JTBD analysis might not account for competitive forces shaping customer choices.

Solution: Understand how competitors address similar jobs and differentiate accordingly.

Remember, being aware of these challenges allows you to navigate the JTBD process more effectively and create a product that truly meets customer needs. 🚀🎯

RESOURCES ON SPOTLIGHT

About JTBD and marketing:

Visual Framework examples:

Job To Be Done Framework

Job to be done is a great approach for a startup PMM to identify the core user and their critical job at hand. However there are a few pitfalls to be avoided in order to ensure that you get the best out of this process