In Equinor, we have now helped hundreds of people applying jobs-to-be-done to discover what their stakeholders are actually trying to accomplish or achieve when they use or are about to use their products.
It is about understanding the problem that you are trying to help someone solve.
Why? The extent to which their product helps their users and stakeholders accomplish their job to be done determines the value they perceive from their product.
Second, don't forget unmet or underserved jobs
It is about understanding the problem that you are trying to help someone solve.
Why? The extent to which their product helps their users and stakeholders accomplish their job to be done determines the value they perceive from their product.
We want to spend our scarce resources on products that the users and our business really want and need.
The four key takeaways?
First, look beyond the straightforward functional tasks
This is not about listing a bunch of functional tasks that your users and stakeholders currently perform. You instead need to understand their why and what they really seek to accomplish and achieve.
We see that the ones that struggle to come up with a meaningful value proposition have identified jobs that correspond more with straightforward tasks their stakeholders currently do.
We see that the ones that struggle to come up with a meaningful value proposition have identified jobs that correspond more with straightforward tasks their stakeholders currently do.
When we do this with existing products, we tend to focus on the stakeholders and jobs the product currently serve, and we forget to explore unmet or underserved jobs or stakeholder segments.
What are the things they want to get done that your product (or any other product in Equinor) currently don't help them getting done? Are there any underserved stakeholder segments where your product could play a role?
Third, people also have social and emotional jobs
We experience that people are trained in articulating functional jobs, but their eyes light up when we introduce them to emotional and social jobs.
By exploring the emotional and social components we see value propositions that resonates better with their audience.
By exploring the emotional and social components we see value propositions that resonates better with their audience.
Fourth, test your assumptions
We stress the fact that the jobs the product teams come up with are educated guesses and assumptions you need to test afterwards. You can't figure out all this in a Teams meeting, a workshop or by using the right AI prompts.
You need to test and validate the jobs and the value proposition with your audience.
