2 approaches to JTBD
Posted: Thu Jan 23, 2025 4:47 am
Jobs To Be Done experts have developed two main approaches. The first was developed by a team of authors (Clayton Christensen, Alan Clement, and others). This concept became known as Jobs-As-Progress, which means “Work as progress” in English.
The second method is mostly associated with the name of the famous popularizer Anthony Ulwick. This system is called Jobs-As-Activities. Let's consider both of these options in a little more detail.
Jobs-As-Progress (JAP) approach
The basic setup of this method is ig database the consumer's motivation to become better. For example, a person signs up for a gym. In this case, he does not buy access to sports equipment - he acquires the opportunity to lose weight and thereby become better. However, it is not possible to lose weight and become better in one day. That is why this method is called "Work as a process." A person goes to the gym, hires "work" and progresses in his movement towards improvement.
Jobs-As-Progress approach
The user hires the product for the first time to start the journey of change. As an example, consider a relatively new solution – wireless Bluetooth headphones. The buyer needs them not just to listen to his favorite songs. He wants to be mobile and make his life better due to the absence of inconvenient wires. If you like – to keep up with the times. Such headphones are able to give him exactly what he wants. In fact, they are part of the process.
JAP theory states that a user should hire a product when he or she feels a dissonance, a gap between the state he or she is striving for and the actual state of affairs.
There are long-term trends, generational choices. A millennial housewife doesn't need a fancy mop or a high-end vacuum cleaner. She needs a clean home and enough free time. So she makes the easiest decision – she hires a subscription cleaning service.
The JAP approach operates with several concepts: desires, constraints and catalysts (in other words, purchase decisions). The consumer has a number of needs and barriers, as well as a focus on changing his life for the better, launching that very “process”. Lack of satisfaction with the current state of affairs stimulates him to search for a solution and a version of the “work” that must be done to improve his life.
It is interesting that already at the selection stage a person begins to spend his money. For example, by purchasing trial products or testing all sorts of options. It is important for him not only to find something new, but also to remember how he solved similar problems before. In extreme cases, he begins to focus on the experience of his friends. A person is ready to compromise, spending energy, time, finances in order to obtain a new solution that will meet his needs.
Thus, step by step, a different model of market behavior is formed: not to buy a vacuum cleaner, but to hire a cleaner. Figuratively speaking, a person fires the old product and hires a new one, accepting it for a trial period.
The second method is mostly associated with the name of the famous popularizer Anthony Ulwick. This system is called Jobs-As-Activities. Let's consider both of these options in a little more detail.
Jobs-As-Progress (JAP) approach
The basic setup of this method is ig database the consumer's motivation to become better. For example, a person signs up for a gym. In this case, he does not buy access to sports equipment - he acquires the opportunity to lose weight and thereby become better. However, it is not possible to lose weight and become better in one day. That is why this method is called "Work as a process." A person goes to the gym, hires "work" and progresses in his movement towards improvement.
Jobs-As-Progress approach
The user hires the product for the first time to start the journey of change. As an example, consider a relatively new solution – wireless Bluetooth headphones. The buyer needs them not just to listen to his favorite songs. He wants to be mobile and make his life better due to the absence of inconvenient wires. If you like – to keep up with the times. Such headphones are able to give him exactly what he wants. In fact, they are part of the process.
JAP theory states that a user should hire a product when he or she feels a dissonance, a gap between the state he or she is striving for and the actual state of affairs.
There are long-term trends, generational choices. A millennial housewife doesn't need a fancy mop or a high-end vacuum cleaner. She needs a clean home and enough free time. So she makes the easiest decision – she hires a subscription cleaning service.
The JAP approach operates with several concepts: desires, constraints and catalysts (in other words, purchase decisions). The consumer has a number of needs and barriers, as well as a focus on changing his life for the better, launching that very “process”. Lack of satisfaction with the current state of affairs stimulates him to search for a solution and a version of the “work” that must be done to improve his life.
It is interesting that already at the selection stage a person begins to spend his money. For example, by purchasing trial products or testing all sorts of options. It is important for him not only to find something new, but also to remember how he solved similar problems before. In extreme cases, he begins to focus on the experience of his friends. A person is ready to compromise, spending energy, time, finances in order to obtain a new solution that will meet his needs.
Thus, step by step, a different model of market behavior is formed: not to buy a vacuum cleaner, but to hire a cleaner. Figuratively speaking, a person fires the old product and hires a new one, accepting it for a trial period.