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JTBD: How to Identify Customer Needs

How to identify and define all your customer's needs using JTBD (Job-to-be-Done).

Profile image of Jay Haynes
Mar 25, 2020 • 13 min read
4.59 (39)
Product Management
Customer Experience
Service Design
Planning
Feature Prioritization
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Summary

Watch Jay Haynes the founder and CEO of thrv give a lesson on ''How to identify customer needs'' using the Job-To-Be-Done (JTBD) innovation method. He explains that customer needs are the variables required by your customers to get their job done and satisfying them is the key to attaining competitive advantage and successful innovation. Join the video lesson to learn why JTBD effectively delivers valuable customer products and the steps to follow when solving customers' problems.

Takeaways

  • Customer needs are variables required by your customers to get their job done. Satisfying these needs better than your competitors is the key to all successful innovation.
  • Solving your customer problems requires figuring out the variables needed to get the job done, and the steps to follow.
  • The Job-To-Be-Done innovation method is more effective for gathering product development inputs than the traditional inputs strategies such as feature ideas and sales requirements because they change rapidly while the customer JTBD is always stable.
  • That the customer or group job to be done and needs will not change. How the job and needs will be met are the variables and will change to reach these goals. Finding out the struggles of the group is important to develop a successful development plan. Don't be afraid to make revisions to the plan when necessary.

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