Navigating the Tire Purchase Journey: A JTBD Perspective

Reconsidering the decision-making process for buying tires through the Jobs-to-be-Done framework

I recently watched from afar a group of consultants who were trying to help a tire company (not to be named) develop strategies for various things I won’t discuss. The work was being done the traditional way, land a large team of inexperienced consultants on the ground and do stuff for months on end. And then, stuff some words onto pretty slide, in a PowerPoint deck that can’t be sourced to anything but ideas from a workshop.

1. No capability model to assess and prioritize capabilities needed to drive business impacts

2. No Jobs-to-be-Done model to frame external customer prioritization

3. Not even something like McKinsey’s 7 step problem-solving method

It was all theater. And the ticket price was steep. Sound familiar?

The author of Million Dollar Consulting, Alan Weiss, said…

“My estimation is that approximately 50% of consultants don't really know what they're doing but that 90% of potential buyers don’t know that until it's too late”

That’s brutal, but I’ve heard he’s quite blunt. 😆

We were in an age recently where consultants had to scramble to find a template so they could create a Business Context Diagram (BCD) and then spend weeks filling it out at great expense. And now, we are in an age where someone with a little bit of initiative can craft one of those in an hour, for any industry. Artificial Intelligence is a game changer if you know how to use it!

No one wants to co-create a capability maturity model with you, they want you to be prepared for the work you’ve been hired for…even if it starts tomorrow.

Yes, I do have the ability to generate BCDs, but let’s do something more interesting for my audience. This morning I generated a Jobs-to-be-Done Catalog for consumers who are purchasing new tires for an automobile. Believe it or not, there are people that care about that. I know you probably don’t. 😉 But the more you get exposed to this, the easier it’ll be to do this stuff yourself.

And if you happen to work in the tire industry, feel free to call me. I also have an extensive set of capability models that address various aspects of that type of enterprise. No large consulting teams required.

Below is a link to a Job Map (a real job map!) with two types of success statements. The first is formulated for Outcome-Driven Innovation and the other set is my simplified version for those times when you want something a bit more readable.

All subscribers - Free and Paid - get access to this!

Consumer purchasing new tires for an automobile

And for my paid subscribers, you’ll find a link to the entire catalog that includes:

1. Complexity Factors / Situations

2. Contexts

3. Related Jobs and Metrics

4. Use Cases

5. Emotional Jobs

6. Social Jobs

7. Financial Metrics

8. A Set of 100 (two versions) uncategorized metrics at the Job level

9. And more

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