Beyond the buzz: solutions aren't the goal but a means to an end

Harnessing the Jobs to Be Done Framework to Truly Understand Customer Needs and Drive Meaningful Solutions

With the rapid advancement of technology like AI, it's easy to get swept up in the allure of new gadgets and tools. But remember, solutions are merely a means to an end —not the endgame.

The real focus should be on outcomes, not the pathways that lead to them. Adoption happens because a solution effectively addresses problems or fulfills customer needs, not because it's the latest tech trend.

Enter the Jobs to Be Done (JTBD) philosophy—a powerful framework that digs deeper than demographics to understand why customers make their choices. Take the late Clayton Christensen's milkshake story, for instance. McDonald's sought to boost milkshake sales by improving flavours and textures based on customer feedback, yet sales stagnated. Christensen discovered that many customers bought milkshakes in the morning for long commutes, needing a fast option to occupy them during their drive. The solution wasn’t flavours, it was making the drink thicker to last longer. By focusing on the customer’s job — providing a satisfying and entertaining activity —rather than just product features, McDonald's could better align their offerings with customer needs and increase sales by 400%. This story illustrates how understanding a customer's job can reveal insights into their needs and motivations.

A customer’s buying and use journey may involve multiple stakeholders with different jobs to fulfill, making engagement across the board essential. Market Investigation is crucial. Talking directly with customers helps uncover their true needs and frustrations. Here, Strategyzer’s Value Proposition Canvas becomes an invaluable tool. It helps visualize customer desires on one side and your product's value on the other. Start by engaging customers about their needs (the right side of the canvas), then map how your solution meets these needs (the left side). This approach maximises the likelihood of both you and your customer realising the outcome they want.

Download the Value Proposition Canvas for free from Strategyzer’s website here: https://strategyzer.com/library/the-value-proposition-canvas

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