The "Related Job-to-be-Done" Dilemma
When you're studying customer journeys, what is a related job?
You're trying to build a JTBD Model
The only guidance we have on how to identify a "Related Job" is to ask end users what they do before, during, and after they do the core functional job. Since job steps can also be viewed as happening before execution, during (execution), and after execution this can get confusing so here is the first simple rule:
Job steps are sub-objectives to support the primary objective, which is basically accomplished during the execution step(s)
Okay, next question.
The more you think about it, the more confused you get
What happens when we're talking about a consumption chain job, or as I refer to them: the consumption (or service) journeys. Well, that all depends on if you are the end user, or the beneficiary. Have I confused you yet? You're probably wondering if I ask people on a consumption journey what they do before they buy something, while they're buying something, and after they buy something, for example.
“Sir, what did you have for dinner the night before you purchased that CASE IH Quadtrac 450 & STX 375?” 😎
If you assume I ask people that you would be half wrong. The reason you'd be half wrong is because there are two types of end user that could be performing a consumption job.
The end user: the person that is hiring a solution for the core functional job could also be the person that is purchasing it, configuring it, or maintaining it.
A service provider: the person that the end user hires to deal with one or more aspects of product ownership. That could be a parent, in the case of a child-oriented product, or it could be an HVAC company in the case of installing a new central air-conditioning system. The end user is the beneficiary of the service they hire
Does that clear things up for you? No?
Stop thinking about it and just do this
This is the second simple rule:
For end users performing a consumption job, "Related Jobs" are the other consumption jobs. For service providers performing a consumption job, this is in-fact their core job as they are providing you a service.
So, in the case of end users who are purchasing a product you might also want to know how important other relevant consumption journeys are, and how difficult they find these jobs when end users experience them. Here's a reminder of what those jobs are:
Setup / Configuration Journey
Learning to...(take other journeys) Journey
End Use Journey
Store / Secure Journey
Move / Transport Journey
In the case of service providers you can use the same inquiries that you would use for any core functional job as they will change based on the job your are studying. Not so with consumption jobs, we already know what those related jobs will be.
Hope that helps. Just keep it simple and you’ll be ahead of the pack.
A Framework of Questions for Jobs-to-be-Done Interviews - by Michael A. Boysen. This has been migrated from Google Docs to Notion.so so I can break the elements down into database-friendly chunks for easier updating. If you read my blog, you will know that I'm making changes to simplify the method and to also make it more persuasive for senior leaders in your organization. So stay tuned because more will be coming!