I think this application illustrates the benefits of applying the mindset, the general principles (but not the full methodology). My interest in JTBD was piqued by thinking about how we could apply it to help Smart Insights members. Identify segments that are under-servedĮxample: How we use JTBD thinking to help Smart Insights customers.Identify messaging to appeal to different personas.Research technique to identify customer needs.Enables audit of marketing maturity based on JTBD across RACE needed for always-on marketing programmes.Identifies segments / personas within an organization which have different planning needs.Identifies customer needs from improved planning processes.The main areas of which JTBD can be applied to marketing are: It’s focused on supporting customers complete their tasks more effectively and efficiently in B2B and B2C markets. It is also known as Outcome-driven Innovation (ODI) ®, a strategy and innovation process created by Tony Ulwick founder of Strategyn who have run many projects using it since 1991. Jobs-to-be done is a methodology aimed at driving growth by improving value propositions as part of new product development (NPD). ![]() However, I’m seeing people applying the framework in customer experience and startup online value proposition also. Knowledge of it tends to be limited to marketers outside of market research and product management. Do you know JTBD? In my experience, it’s not well-known amongst marketers.
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