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Robert Pennisi's avatar

This is the best customer needs collection technique because you learn what your customers are trying to achieve and not just what they’re doing.

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Mike Boysen's avatar

Bob is a master at this

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Mike Boysen's avatar

6 year follow up. These interviews do not uncover insights. They are designed to build comprehensive models of how a market measures success. Then we go out and measure success at scale.

If you're doing JTBD interviews to get insights, you're taking a shortcut that explains the high product failure rates. Sorry if I've offended anyone. (not really).

So when I apply these rules using AI, I'm able to generate models at scale. This has always been laborious. Glad I could help 😉

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Urko Wood's avatar

Excellent overview, Mike!

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Ryan Johnson's avatar

Why do all the job maps I'm seeing on the web only have core functional job step per job stage? Where are those with more steps?! My firm has 17 core functional job steps we've assumed for all the job stages.

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Sardar Muhammad Ahmad's avatar

Amazing article. One of the best free articles that gives so much value that an entire career could be built on it. I'm new to JBTD but very excited about learning it.

I have a question. I did a mock JBTD (Step1-Create Job statement) interview on Using of Debit card and immediately got 3 different job statements from the person (below). Should I run JBTD steps (Map the market, create market success measures) on each of the job statements separately?

1. Pay for my shopping even if I have cash

2. Pay my bills, online

3. Withdraw cash from nearby ATM

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Mike Boysen's avatar

The debit card is a feature of a checking account. What job am I trying to get done by having a checking account? What other products compete with it?

The jobs you highlighted are consumption jobs, as opposed to a core job. There is no reason not to study them. In fact, that's where most of the money is because people will pay for services that automate many of the consumption jobs they have. However, if you are keen on disrupting an industry, that's where core jobs are critical.

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