![]() You can identify the causal mechanisms generating conversions and discard the correlative ones. A funny example (and little morbid, sorry) below illustrates this point beautifully. Said a different way, your consumers didn’t buy the product because they are a 24 year old female living in Austin. However, the point is correlation is not causality. On the other hand I can look at customer data and make (or used to be able to RIP FB Analytics) wonderful visualizations showing you that 69% of your purchasers are: □♀️ Correlation is Not CausalityĪs we touched on above, people don’t buy products because of personal attributes. Understanding what those reasons are will give you clarity on your product roadmap, but more pertinent to Whale Mailers what features or attributes of the product/service to promote. I think of JTBD a bit like the Rosetta Stone for product innovation and customer value because different people will hire the product for different reasons ( see the Milkshake problem). Said a different way, one doesn’t buy a Patagonia because they are a 40 year old male investment banker living in the Bay area (correlation). JTBD penetrates deeper into the consumer psyche agnostic of personal attributes to expose the real reason the product was hired (causality). Traditionally, consumer research buckets users based on demographics, personal attributes etc. This life enhancement can manifest in three ways functional, social, emotional or a mix of all three. The unique attribute of JTBD is that consumers don’t buy products or services, they hire them to make their lives better. Clayton Christensen later popularized the theory in his book, The Innovator’s Solution, labeling it “jobs-to-be-done theory”. The jobs-to-be-done framework was developed by Tony Ulwick, founder of the innovation consulting firm Strategyn. ![]() What Is the Jobs to Be Done Framework?□ In this post, we teach you everything you need to know about the jobs to be done framework.
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