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The Job-to-Be-Done Code: How Brands Speak to Customer Emotions (and How You Can Too)


Picture this: You're an entrepreneur, fueled by passion and ambition, ready to launch your product into the market. You've got a brilliant idea, but you're missing that insane moment that can turn your concept into a game-changing innovation. Enter the "Job-to-Be-Done" concept – your key to unlocking the door to successful product innovation.


Understanding the Job-to-Be-Done Concept


At its core, the Job-to-Be-Done (JTBD) concept is a powerful framework that shifts your perspective from focusing solely on your product's features to understanding the fundamental problems your customers are trying to solve. In essence, it's not about selling a product, but about helping your customers complete a 'job' more effectively and efficiently.


Think about it this way: People don't buy a drill because they want a drill; they buy a drill because they need to make holes. Understanding the job of creating holes, you can then explore innovative ways to fulfill that need beyond just selling drills.


Or another example: people don't purchase a GPS navigation system to own a piece of technology. They buy it to navigate from point A to point B with ease. Embracing the JTBD concept means understanding this navigation 'job' and innovating beyond traditional GPS systems to fulfill the need more effectively.


At its essence, JTBD transcends mere product features. It delves into the core problem your customers face, offering a solution that enables them to accomplish their tasks more efficiently. It's not just about selling a product; it's about helping customers complete a 'job' successfully and this doesn't matter whether you're trying to sell a house or their favourite bucket of fried chicken from the good Ol' Colonel.


JTBD's Strategic Scope in Business


Implementing the JTBD concept isn't just about tweaking a marketing pitch; it's a paradigm shift in business strategy. Instead of fixating on competitors and benchmarking product features, your focus shifts to the larger context – the problem your customers wrestle with. This strategic shift allows for meaningful differentiation, solving the core job more effectively than anyone else.


By adopting this strategy, you're not merely part of the market; you redefine it. You uncover hidden opportunities, previously obscured by narrow product-oriented thinking. By laser-focusing on the job, you tap into customer motivations and pain points, creating a product that's an irresistible solution.


Practical Application for Your Breakthrough Innovation


Now, you're probably wondering how to practically apply the JTBD concept to your entrepreneurial journey. Here are a few steps to get you started:

  1. Customer Research: Dive into in-depth customer research. Conduct interviews, surveys, and analyze existing data to unearth the underlying jobs your potential customers are trying to get done.

  2. Job Mapping: Create a comprehensive map of the job your customers want to accomplish. Highlight pain points, emotions, and key steps in the process.

  3. Solution Brainstorming: With the job clearly defined, brainstorm a wide range of solutions that can help customers complete the job more effectively. Don't limit yourself to your current product – think outside the box!

  4. Prototype and Test: Develop prototypes of your potential solutions and put them to the test. Gather feedback and iterate based on real-world insights.

  5. Marketing Message: Craft your marketing messages around the job rather than the product. Show how your innovation perfectly aligns with what your customers are trying to achieve.

AI Tools to Propel Your Journey


To turbocharge your JTBD journey, harness the prowess of AI tools:

  • Text Analysis Tools: Employ platforms such as MonkeyLearn, Lexalytics, or Aylien for comprehensive text analysis, unveiling insights from customer reviews and feedback.

  • Predictive Analytics: Leverage the potential of IBM Watson, Google Cloud AI, or DataRobot for predictive analytics, foreseeing customer behavior to steer strategic decisions.

  • Social Listening with AI: Engage AI-driven social listening tools like Brandwatch and Mention to monitor digital conversations, capturing real-time insights into customer requisites.

In conclusion, the Job-to-Be-Done concept isn't just a buzz; it's your compass to navigate the intricate landscape of innovation. By recalibrating your focus from products to problem-solving, you embark on a journey of deeper customer connections and market-changing impact.


So, dive into JTBD, and let it be your guiding light to that 'aha' moment that revolutionizes your entrepreneurial path. Your customers are yearning for a solution to their job – will you be the one to provide it?



About the Writer

Jan Okonji is an entrepreneur, speaker, coach, and Founder of the Pan-African accelerator BGS – Business Growth Solutions.


He is passionate about helping employees transition safely into entrepreneurship whilst turning their great ideas into profitable businesses and has helped entrepreneurs collectively grow their revenue to over $ 10 Million in the course of running BGS.







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