Date post: | 14-Aug-2015 |
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Business |
Upload: | christian-lafrance |
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#jtbd @madeinlafrance @mcsaatchi @brainmates
INFLUENCING PRODUCT ACQUISITION & RETENTION WITH THE 4 FORCES OF CUSTOMER PROGRESS
SYDNEY JOBS-TO-BE-DONE MEETUP
CHRISTIAN LAFRANCE
#jtbd @madeinlafrance @mcsaatchi @brainmates
JOBS-TO-BE-DONE & CUSTOMER PROGRESS
-
INFLUENCING THE 4 FORCES OF PROGRESS
#jtbd @madeinlafrance @mcsaatchi @brainmates adapted from UserOnboard.com
+ =Potential customer
Your product
Awesome person who can do rad shit
PEOPLE ‘HIRE’ YOUR PRODUCT TO GET A ‘JOB’ DONE
This isThis isn’t what you sell
#jtbd @madeinlafrance @mcsaatchi @brainmates
Stimulate my mind during a boring commute
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Get in the mood for work
Get up-to-date
Feel connected to my community
Impart good musical taste to my kids
Radio is hired to…
#jtbd @madeinlafrance @mcsaatchi @brainmates
“
#jtbd @madeinlafrance @mcsaatchi @brainmates
The switch: the moment where
there is an explicit choice to a new
solution.Bob Moesta & Chris Spiek, The Re-Wired Group
#jtbd @madeinlafrance @mcsaatchi @brainmates
PEOPLE SWITCH TO GET A ‘JOB’ DONE BETTER
adapted from UserOnboard.com
- =Old
product
Awesome person who can do rad
shit
+ New
productAwesome person who can
do rad shit even better
#jtbd @madeinlafrance @mcsaatchi @brainmates
TAKEAWAYS
– Making progress implies switching> Evidences customer needs & goals
– The switch highlights the criteria important to customers & crystalises tradeoffs> Avoids feature bloat & helps prioritisation
– Is what people have done, not aspirations> Is reliable data
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL of the new solution
PUSH of the present
ANXIETY of the new solution
HABIT of the present
Businessas usual
New behaviour
adapted from The Re-Wired Group
THE 4 FORCES THAT DRIVE OR STOP PROGRESS
Uncertainty surrounding new solution
Outcomes of new solution
Problem with existing situation
Tug of historicalallegiances
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL of the new solution
PUSH of the present
ANXIETY of the new solution
HABIT of the present
Businessas usual
New behaviour
adapted from The Re-Wired Group
CUSTOMERS SWITCH WHEN THE BALANCE TIPS
PUSH + PULL > ANXIETY + HABIT
New behaviour
#jtbd @madeinlafrance @mcsaatchi @brainmates
A: PUSH of the present B: PULL of the new solution
C: HABIT of the present D: ANXIETY of the new solution
@madeinlafrance @mcsaatchi #jtbd #jtbd @madeinlafrance @mcsaatchi @brainmates
“I installed this podcast app to listen to mentally stimulating content
during my commute”
B: PULL of the new solution
#jtbd @madeinlafrance @mcsaatchi @brainmates
A: PUSH of the present B: PULL of the new solution
C: HABIT of the present D: ANXIETY of the new solution
@madeinlafrance @mcsaatchi #jtbd #jtbd @madeinlafrance @mcsaatchi @brainmates
“When uni started again, I got bored with my music during the
45min bus ride”
A: PUSH of the present
#jtbd @madeinlafrance @mcsaatchi @brainmates
A: PUSH of the present B: PULL of the new solution
C: HABIT of the present D: ANXIETY of the new solution
@madeinlafrance @mcsaatchi #jtbd #jtbd @madeinlafrance @mcsaatchi @brainmates
“I read the negative reviews to check if the problems they mentioned could
apply to me”
D: ANXIETY of the new solution
#jtbd @madeinlafrance @mcsaatchi @brainmates
A: PUSH of the present B: PULL of the new solution
C: HABIT of the present D: ANXIETY of the new solution
@madeinlafrance @mcsaatchi #jtbd #jtbd @madeinlafrance @mcsaatchi @brainmates
“I have my favourite Radio National programs...”
C: HABIT of the present
#jtbd @madeinlafrance @mcsaatchi @brainmates
A: PUSH of the present B: PULL of the new solution
C: HABIT of the present D: ANXIETY of the new solution
@madeinlafrance @mcsaatchi #jtbd #jtbd @madeinlafrance @mcsaatchi @brainmates
“I emailed some questions to my bank manager about a home loan.
He took 2 days to respond with vague information”
A: PUSH of the present
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL of the new solution
PUSH of the present
ANXIETY of the new solution
HABIT of the present
Businessas usual
New behaviour
adapted from The Re-Wired Group
FOCUS PRODUCT INITIATIVES BASED ON THE 4 FORCES
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL of the new solution
PUSH of the present
ANXIETY of the new solution
HABIT of the present
Businessas usual
New behaviour
adapted from The Re-Wired Group
MAXIMISE ACQUISITION
GAIN CREATORS
PLACEBOS CATALYSTS
PAIN RELIEVERS
YOUR CUSTOMER
NOT YOUR CUSTOMER
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL of the new solution
PUSH of the present
ANXIETY of the new solution
HABIT of the present
Businessas usual
New behaviour
adapted from The Re-Wired Group
MINIMISE CHURN
PAIN RELIEVERS
ADDICTIONS
GAIN CREATORS
New behaviour
ANXIETY of the new solution
YOUR CUSTOMER
NOT YOUR CUSTOMER
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL of the new solution
PUSH of the present
ANXIETY of the new solution
HABIT of the present
Businessas usual
New behaviour
adapted from The Re-Wired Group
PAIN RELIEVERS
Address the issues that trigger customers to start looking passively or actively
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL of the new solution
PUSH of the present
ANXIETY of the new solution
HABIT of the present
Businessas usual
New behaviour
adapted from The Re-Wired Group
GAIN CREATORS
Deliver the product/service in a way which is more aligned to customer’s Job-To-Be-Done
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL of the new solution
PUSH of the present
ANXIETY of the new solution
HABIT of the present
Businessas usual
New behaviour
adapted from The Re-Wired Group
Catalysers
Alleviate uncertainty regarding the new solution
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL of the new solution
PUSH of the present
ANXIETY of the new solution
HABIT of the present
Businessas usual
New behaviour
adapted from The Re-Wired Group
Placebos
Onboard customers and minimise effort to sever ties with competitors
#jtbd @madeinlafrance @mcsaatchi @brainmates
PULL of the new solution
PUSH of the present
ANXIETY of the new solution
HABIT of the present
Businessas usual
New behaviour
adapted from The Re-Wired Group
Addictions
Embed product in people’s life, deliver increased value with history & relationships
#jtbd @madeinlafrance @mcsaatchi @brainmates
TAKEAWAYS
– Best ROI is achieved by grounding product initiatives on the 4 forces > Switchers help you to get to priority initiatives quickly
– The 4 forces help you to link initiatives to acquisition and churn> Easier to demonstrate ROI
#jtbd @madeinlafrance @mcsaatchi @brainmates
“
#jtbd @madeinlafrance @mcsaatchi @brainmates
We only talk to people who have
bought [switchers] because
embedded in their choice set is
the value code of what they’re
willing to switch from and to, so
we don’t over-engineer the
product.
Bob Moesta, The Rewired Group, aka ‘Milkshake Man’
#jtbd @madeinlafrance @mcsaatchi @brainmates
REVERSE ENGINEER HOW CUSTOMERS MAKE PROGRESS
- =Old
product
Awesome person who can do rad
shit
+ New
productAwesome person who can
do rad shit even better
Don’t reverse engineer your competitors’ products
#jtbd @madeinlafrance @mcsaatchi @brainmates
References
User Onboarding Features vs. Benefitswww.useronboard.com/features-vs-benefits/
The Re-Wired Group Unpacking the Progress Making Forces Diagramwww.jobstobedone.org/radio/unpacking-the-progress-making-forces-diagram/
The Re-Wired Group The Interview Timeline www.jobstobedone.org/radio/the-mattress-interview-part-one/