Separating the Job from the Solution: AI's Role in Jobs-to-be-Done Analysis
Challenging the Assumption that AI-generated Jobs-to-be-Done are Inherently Solution-Oriented
I’m teasing some friends and colleagues here…but not really. I’m dead serious.
As with any disruptive solution that gets more of the job done on a single platform, while being faster, cheaper and having fewer features, ChatGPT is getting a bad rap from many different angles…mostly from people who are in the 1st stage of the 5 stages of grief:
Denial - you don’t believe the disruption will happen and hope you can drag the process out. You’re confused but also elated that others are wasting their time. But, there’s also some shock and fear.
Anger - you are getting frustrated, irritated and anxious which could lead you to making rash decisions that will waste time and money.
Bargaining - you begin to struggle to find meaning and reach out to others to tell them your story, which they’ve heard far too many times already
Depression - now you’re getting overwhelmed with a feeling of helplessness, hostility, and flight
Acceptance - finally, you begin to explore new options (or chase what passed you by), and you’re ready to move on
I recommend getting to step 5 as soon as possible so you don’t waste everyone’s time!
I’ve promoted the idea of addressing the entire market instead of just a small sliver of the market because that’s what we do as innovators. There’s actually more money to make in 90% of the market than there is in that 2-3% that spend large amounts of money on consulting. What I’m doing here is something I’ve modeled for over 10 years, and it has fallen on deaf ears…for obvious reasons.
“But, that’s not what we do”
Recently, I’ve been creating content that can go into a qualitative Jobs-to-be-Done content catalog. It doesn’t matter if the data is 2021 and prior because this has nothing to do with current events. We’re building logical models that are stable over time (right?), so why would I need the latest and greatest data? I don’t. You’re in denial if you think I do.
It’s been claimed that ChatGPT cannot identify customer Jobs because the results are too solutiony. So, let’s take a look at the outputs I’m getting using version 3.5 of the model, which is vastly inferior to version 4 in my experience.
I asked it to generate some job statements for a consumer who uses Q-tip cotton swabs. Let’s see what it comes up with.
End user: consumer
Product: Q-tip cotton swabs
Here are the results. While the description refers to Q-tip the job does not refer to a product at all. It’s just the job-to-be-done, and there are a number of products and or methods that people use to do them.
Cleaning hard-to-reach areas - The consumer can use Q-tip cotton swabs to clean small or difficult-to-reach areas around their home, such as crevices, corners, and edges.
Applying makeup precisely - Q-tip cotton swabs can be used to apply makeup, such as eyeliner, eyeshadow, or lipstick, with precision and accuracy.
Removing earwax carefully - Despite being cautioned against by medical professionals, consumers often use Q-tip cotton swabs to remove earwax gently and safely.
Crafting with precision - Consumers can use Q-tip cotton swabs to create detailed designs and apply glue, paint, or other crafting materials with accuracy.
Treating wounds delicately - Q-tip cotton swabs can be used to apply ointment or antiseptic to small cuts, abrasions, or burns.
Polishing small items - Consumers can use Q-tip cotton swabs to polish small items, such as jewelry, electronics, or musical instruments.
Applying skincare products to specific areas - Q-tip cotton swabs can be used to apply skincare products, such as acne medication, toner, or serum, to targeted areas of the face or body.
Cleaning electronic devices thoroughly - Consumers can use Q-tip cotton swabs to clean small or intricate areas of electronic devices, such as keyboards, smartphones, or headphones.
Removing nail polish - Q-tip cotton swabs can be used to remove nail polish from the edges of nails and other hard-to-reach areas around the nail bed.
Applying hair dye precisely - Consumers can use Q-tip cotton swabs to apply hair dye to specific areas of the scalp or hairline for a more precise application.
Cleaning jewelry - Q-tip cotton swabs can be used to clean and polish small or intricate areas of jewelry, such as rings, earrings, or chains.
Applying lubricants - Q-tip cotton swabs can be used to apply lubricants to small or tight areas, such as hinges or locks, to reduce friction and improve performance.
Removing smudges on electronics - Q-tip cotton swabs can be used to gently remove smudges or fingerprints on electronic screens or lenses.
Applying lip balm - Q-tip cotton swabs can be used to apply lip balm or other lip care products with precision and avoid getting excess product on the skin around the lips.
Cleaning baby's delicate areas - Parents can use Q-tip cotton swabs to gently clean delicate areas of a baby's body, such as the eyes, nose, or ears.
I’m not even going to run this through version 4 of the model because these refute the argument pretty nicely. But, let’s try some more.
End user: Consumer
Product: Clothing
And here are the results. A consumer who is wearing clothing is also a consumer….
Expressing their personal style - Consumers wear clothing to express their unique sense of style and individuality.
Staying warm - Clothing is worn to protect against cold temperatures and keep the wearer warm and comfortable.
Staying cool - Clothing is also worn to keep the wearer cool and comfortable in hot weather.
Protecting themselves from the sun - Clothing can be used to protect the wearer from the harmful effects of the sun, such as sunburn or skin damage.
Dressing for a specific occasion - Consumers wear clothing that is appropriate for specific occasions, such as formal events, job interviews, or athletic activities.
Conveying a certain image - Consumers may choose clothing that conveys a particular image or impression, such as professionalism, athleticism, or elegance.
Being comfortable during physical activity - Consumers wear clothing that allows them to move freely and comfortably during physical activity, such as exercise or sports.
Expressing cultural or religious identity - Clothing can be worn to express cultural or religious identity and traditions.
Making a fashion statement - Consumers may wear clothing that is trendy or fashionable to make a statement or show their fashion sense.
Hiding or disguising a part of the body - Consumers may wear clothing that hides or disguises a part of the body they are self-conscious about, such as a scar or birthmark.
Showing affiliation with a group or organization - Clothing can be used to show affiliation with a particular group or organization, such as a sports team or social club.
Protecting from hazardous materials - Consumers may wear clothing to protect against hazardous materials or substances, such as protective clothing worn in industrial or medical settings.
Maintaining modesty or adherence to cultural norms - Clothing can be worn for modesty or adherence to cultural norms, such as covering certain parts of the body or wearing specific types of clothing for religious reasons.
Creating a sense of professionalism - Consumers may wear clothing that creates a sense of professionalism or authority in the workplace or business settings.
Maintaining comfort during pregnancy - Maternity clothing is worn to provide comfort and accommodate changes to the body during pregnancy.
But let’s really put it to the test
End user: Surgeon
Product: Pedicle Implant
And here are the results. A surgeon who is using a pedicle implant is also a surgeon….
Stabilizing a spinal column - A surgeon may use pedicle implants to stabilize the spinal column and reduce spinal instability in patients with spinal fractures or degenerative spine disorders.
Correcting spinal deformities - Pedicle implants can be used to correct spinal deformities, such as scoliosis or kyphosis, by providing support to the spine and encouraging proper alignment.
Fusing vertebral bones - Pedicle implants can be used to fuse two or more vertebral bones together to stabilize the spine and promote healing.
Providing support during spinal fusion surgery - During spinal fusion surgery, pedicle implants can be used to provide additional support and stability to the spinal column.
Relieving back pain - Pedicle implants can be used to relieve chronic back pain caused by spinal instability or degenerative disc disease.
Correcting a failed spinal surgery - Pedicle implants can be used to correct a failed spinal surgery, such as a previous spinal fusion surgery that did not heal properly.
Improving spinal mobility - Pedicle implants can be used to improve spinal mobility and range of motion in patients with spinal disorders or injuries.
Providing structural support for tumor removal - Pedicle implants can be used to provide structural support during tumor removal surgeries in the spine to prevent spinal instability.
Improving quality of life - By providing stability and support to the spine, pedicle implants can improve the quality of life for patients with spinal disorders or injuries.
Promoting healing after spinal trauma - Pedicle implants can be used to promote healing and support spinal stability after a traumatic injury to the spine, such as a fracture or dislocation.
Reducing the risk of further spinal damage - Pedicle implants can be used to reduce the risk of further spinal damage and prevent spinal instability in patients with spinal disorders or injuries.
Addressing nerve compression - Pedicle implants can be used to address nerve compression caused by spinal instability or degenerative disc disease.
Promoting faster recovery after spinal surgery - By providing stability and support to the spine during surgery, pedicle implants can promote faster recovery times for patients undergoing spinal surgery.
Correcting spinal alignment issues - Pedicle implants can be used to correct spinal alignment issues caused by spinal disorders or injuries.
Supporting spinal mobility during physical therapy - Pedicle implants can be used to support spinal mobility during physical therapy for patients recovering from spinal injuries or surgeries.
Closing Arguments
And guess what? I’ve catalogued all of those jobs to! 👆 🤣🤣🤣
Case closed. I’ve never seen job statements that were any better than these. I mean, you can go through painful machinations and iterations but at the end of th day you end up with a job statement with some kind of bias in it…either yours, or your consultant’s. Any one of these can be fed into my portfolio of about 20 very long prompts to build a comprehensive Jobs-to-be-Done catalog more substantial than most I’ve ever seen, and I’ve seen a few. 😉
If you’d like to find out what I’m publishing before the blog posts go out, you can always bookmark this link which will take you directly to my product page.
Book 30 minutes with me if you have some unique qualitative research you’d like to get done in a day or two. I promise, it won’t cost you hundreds of thousands of dollars and we’ll do it exactly the way you want it.