Uncovering Your Customers' Jobs To Be Done

Lesson

7

In this lesson, we’ll walk through the theory of Jobs To Be Done: a framework to help you better understand how your customers make buying decisions, what motivates them, and what messaging they’re most likely to respond to.

Using the customer research you collected in Lesson 4 and the Voice of Customer document you created in Lesson 6, you’ll assemble a shortlist of the most important “jobs” your product does for your customers - in other words, the “struggle” it solves for them. You’ll then identify the situations or events your customers went through that caused the “struggle,” and pushed them to seek a solution (your product).

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Lesson Materials
Action Items
Additional Resources

Job Stories Worksheet [Google Doc]

Customer Situations Template [Google Doc]

Uncovering your Customers' Jobs To Be Done Lesson Slides [PDF]

This lesson doesn't include any additional materials.

  1. In your Voice of Customer doc, identify the top 1-3 “jobs” your product does for your customers
  2. For each “job” identified, write a corresponding Job Story. Use the Job Stories Worksheet.
  3. In your Voice of Customer doc, identify the 1-3 most common "situations" customers were in when their struggle arose.
  4. Look for patterns among the customers who fell within in each situation: do they hold similar positions at work? Do they perform similar tasks day-to-day?
  5. For the top 1-3 most common situations you’ve found, fill out the Customer Situations Template.

This lesson doesn't include any additional action items.

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Cultivating Customer-Centricity

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Cultivating Customer-Centricity

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