Course description
Add Jobs-to-be-Done to Your Bag of Tricks
You'll learn using actual interviews that we've conducted with consumers who have bought things like laptop bags, mattresses, and bottles of wine. After all, the best way to learn is by unpacking real decisions that consumers have actually made.You'll take a deep dive into the tools that we use to unpack a purchase and get at the information that we need to make confident product and marketing decisions.
Expect to spend around 6 hours completing the course.
What are the requirements?
- It's helpful if you have a product that you're working on in mind that you can use as a reference point throughout the course. As you go through each lesson think about how you can (or will) apply the learnings to your own projects and feel free to ask questions about how the content applies to your project, industry, market, business, or question that you're trying to answer.
What am I going to get from this course?
- Over 30 lectures and 5 hours of content.
- By the end of the course, you will be able to conduct Jobs-to-be-Done interviews with consumers .
- You'll understand how to get to the real causality of why a consumer shops and buys.
- You'll gain a keen understanding of when to accept what a consumer is saying as fact, and when to challenge, push back, and dig for the truth.
- You'll understand why consumer satisfaction is important, but why it fails us when we're developing new products.
- You'll have an in-depth understanding of the two key Jobs-to-be-Done tools, the Timeline and the Progress Making Forces Diagram.
Chris Spiek, Partner at The Re-Wired Group
I'm a Partner and Co-Founder at The Re-Wired Group, an innovation consultancy focused on enabling R&D functions within Fortune 500 companies to develop products that consumers love to buy and use.
Through the use of short, fast consulting engagements, and the incredibly popular one-day Switch Workshop , I teach people how to think differently about their consumers, and show them how to understand what motivates people to shop and buy.
I've been studying, refining, and applying Jobs-to-be-Done across a wide variety of industries for over 10 years (software, education, consumer-packaged-goods, healthcare, e-commerce, etc).
Tune into my podcast, Jobs-to-be-Done Radio, on iTunes each week to hear Bob Moesta and I apply JTBD to different product development and marketing challenges (and hear about how companies like 37signals and others are applying the JTBD framework!).
Bob Moesta, Partner at Rewired Group
I am an Innovator (JTBD Method), a Product Developer (+1000 new products), a Businessman (5 Startups), a Mentor, a Student, and a Citizen. I believe there are more opportunities and need for change at hand today than there has been in a long time. The opportunity for change is really about personal INNOVATION. It is time for the world to take full advantage of the over-supply of technology and learn to INNOVATE by applying this technology in new and unique ways.
I have been blessed with the opportunity to work directly with some great mentors in Clayton Christensen, Dr. Genichi Taguchi, W. Edwards Deming, and many others.
I was fortunate enough to have been born with a disability in the public's eye, but blessed with a very unique ability in others. This leads me to take a different approach to innovation. I think visually; I mean in HD slow motion, all the time. I can recall any moment in time and slow it down. I do not read like we are taught in school, but i have learned to make a movie with a "group of words." For me, everything is in motion all the time. I have developed this ability and used it to create, manage and commercialize over 1000 different products, technologies, software, and services. I have started, built and sold 4 startups and now I'm starting my 5th. (to my wife's heavy sigh).
After some urging by Clay Christensen at HBS in 2009, Chris Spiek and I started The Re-Wired Group in Detroit Michigan.
I know we can not do this alone. I am passionate about conversing, sharing, and learning.
Specialties: "Jobs-to-be-Done" (JTBD), Innovation Management, New Product Development, User Interface Design, Experience Design, Robust Design, Business Model Design, Portfolio Management, Product Line Architecture, Sales, Marketing, Competitive Strategy, Marketing Research, Branding, Start-ups, Sales Management, Design of Experiments, Data architecture, Data Analysis, Time Management.
Ervin Fowlkes, Jobs-to-be-Done Associate and Evangelist
I am a JTBD Associate and Evangelist, As Evangelist it is my calling to pass along and spread the Jobs-To-Be-Done framework. As an Associate I help organizations that are frustrated with their inability to “guess” what their customer’s want. I run JTBD research studies to investigate the causal mechanisms of why people buy their products on a Social, Emotional and Functional level.
As Chris and Bob spend so much time in the field helping clients, I was brought on board to maintain and produce projects that would help spread the word. I am very excited about the online course we are launching and have many more items I can’t wait to debut.
I've been studying, refining, and applying Jobs-to-be-Done across a wide variety of industries for over 3 years (software, consumer-packaged-goods, healthcare, e-commerce, etc).
You can also hear me on our podcast, Jobs-to-be-Done Radio, on iTunes each week to hear how we apply JTBD to different product development and marketing challenges (and hear about how companies like 37signals and others are applying the JTBD framework!).