By Dick Wooden on December 10, 2018 at 5:01 PM
Gain clarity and focus on what customers needed
Everyone you sell to has a job to be done. When you offer a product or service that helps them succeed in accomplishing it, your chances of closing the sale improve.
Jobs-To-Be-Done Theory focuses on identifying the desired outcome of activities and letting that drive innovation of processes and products. When Jobs Theory is combined with CRM, it can transform marketing.
First, let’s define a job vs. a task. “A ‘job’ is not a description of what the customer is doing, the solution they are using, or the steps they are taking to get a job done, says Tony Ulwick, founder of innovation consulting firm Strategyn and pioneer in Job-to-Be-Done Theory. “Rather, the ‘job’ statement embodies what the customer is ultimately trying to accomplish.”
"People don't want a quarter-inch drill. They want a quarter-inch hole". This quote, which was made popular by Theodore Levitt, forms the foundation of Jobs-to-be-Done theory: the notion that people buy products (like drills) to get a "job" done (create a quarter-inch hole).
Simple enough - companies are in business to create products and services that help customer get a job done.
What Is Jobs Theory?
The nine core tenets of Jobs Theory, according to Ulwick, are:
- People buy products and services to get a job done. Keep in mind that the definition of a job is an operational process that includes solving for needs. For instance, a job for one business owner could be expanding the business by introducing a new product to the market. With CRM: What is the “job” your client wants to achieve?
- Jobs are functional, but they are also emotional and social. Besides launching a new product, the business owner in our example may want the satisfaction of creating something new and the prestige of being an innovation leader. With CRM: What emotional or social benefit is important to your customer in conjunction with this job?
- A job-to-be-done is stable over time. People have needed ways to introduce new products since before Johannes Gutenberg’s printing press.
- A job-to-be-done is “solution agnostic”: It doesn’t care what solution is used, as long as the desired outcome is achieved. Gutenberg’s new-product marketing methods differed substantially – an understatement if ever there was one -- from those Bill Gate’s used to launch Microsoft, but they both were wildly successful at achieving their objectives. With CRM: What innovative ways can you propose and provide to your client to accomplish the job?
- Success comes from making the job, rather than the product or the customer, the unit of analysis. Success for both Gutenberg and Gates meant revolutionizing the way people communicate ideas. With CRM: Of course you’re counting how many customers you serve and how many sales you make, but also track how many jobs your products or services have helped them achieve.
- Deep understanding of the customer’s job makes marketing more effective and innovation more predictable. Honor their deep need in your solution, and loyalty is almost guaranteed.
- People want products and services that will help them get the job done better and/or more cheaply. Use your own innovative thinking to propose a solution that will maximize the impact of their work and resources.
- People seek out products and services that enable them to get the entire job done on a single platform. This is exactly the real value of bpm’online CRM. No more stacking one program on top of another and hoping for something that comes close to seamless operations.
- Innovation becomes predictable when needs are defined as the metrics customers use to measure success when getting the job done.
What Jobs Theory Can Mean for Your Business
Mike Boysen, a top CRM thought leader and Jobs Theory proponent, has written an article called “You Need to Know This New, Pioneering Approach to CRM.” In it, he advises us to consider the potential impact of Jobs Theory on our businesses from marketing to product development: “Imagine a world where the only messaging you received was relevant. Or, imagine a world where businesses no longer invest in product development that has an unknown outcome. If we could do either, or both, wouldn’t it be a much better world?”
CRM in its current iteration gets us part of the way to those outcomes. Combine it with Jobs Theory, though, and achieving them can become the norm. Outcome-Driven Innovation (ODI) is an integral part of this mix. But more on that in a future post.
- What metrics do you use to measure your success?
- What about your customers?
- How would your marketing change if you understood more fully the jobs they need to accomplish?
- What should be changed in your service and product offering based on the jobs of the customer?
Check back for our next post on this topic, but in the meantime, let’s talk. We want to perform deep dives and invest in your business to understand the jobs-to-be-done in your roles. The office line is open. Call Dick at 269-445-3001.