Corporate Innovation
Posted: Sun Dec 15, 2024 8:42 am
How to Apply the Jobs-to-Be-Done Theory to the Rational World of B2B
Jobs-to-be-done is a theory that examines how and why people make purchasing decisions. Our expert explains why the theory should be applied to B2B and how to do it.
Marina Foglietta-Tereo
Written by Marina Foglietta-Tereo
Published on Oct. 29, 2024
Brainstorming employees applying Jobs-to-be-done theory
Image: Shutterstock / Built In
Brand Studio Logo
If you’re a person who creates value for mobile phone number list people with technology, you’ve probably heard of the Jobs-to-be-Done (JTBD) theory. Maybe you’ve even observed the same phenomenon that I have: That, as the theory has gained popularity in its application to innovation, well-meaning teams have begun uncovering their customers’ tasks and goals, and calling them Jobs, as if waiting for some magic to happen.
3 Steps to Apply Jobs-to-Be-Done Theory in B2B
Identify your users influencers and decision makers.
Don’t be afraid to ask questions that seem out of scope.
Read between the lines.
Don’t get me wrong, uncovering tasks and goals is wonderful. It’s customer-centric. It’s indeed an important part of product development. But, importantly, it’s not jobs. Why does that matter? It’s important because jobs has real magic to offer. So, if you want to spread that magic, or you yourself are confused about the difference between a task, a goal and a job, keep reading.
What Is the Jobs-to-be-Done Theory?
The Jobs-to-be-Done (JTBD) theory is an explanation of human behavior, specifically how and why people buy some things and not other things. It’s useful for all innovators because it helps us think bigger and broader about the problems we’re solving for customers. It does this in two ways:
It focuses us on outcomes, what customers actually want to achieve, and reminds us that our product is just a means to that end and not the end in itself.
While outcome-driven innovation is not unique to JTBD, the theory takes us further. It reminds us that these outcomes are often deeper than they may appear and rooted in the universal human need to make progress in our present states.
I think about jobs as ideal state feelings. I’ve found this helps distinguish jobs from tasks or goals. And this isn’t just my opinion. The theory is grounded in the belief that a task is never just a task, there’s a deeper motivation rooted in the fulfillment of an ideal self. I currently feel one way, so I “hire” this product to feel this desired way. That “desired feeling” is the job.
For example, Dave, the fintech company, doesn’t define its business too narrowly. It’s in the business of helping customers make progress on their money. This includes saving money and making it.
The JTBD statement might look like this: “When I feel [out of control with my money], I “hire” Dave’s “Side Hustle,” so that I can [feel in control of my finances].” The job is feeling in control of one’s money. And a product like “Side Hustle,” which helps customers earn extra income, is suddenly not out of scope at all.
But if jobs are feelings, are they applicable to B2B markets where rational value, ROI and efficiency rule?
More on Sales
12 Steps to Succeed as a New Sales Leader
Can the Jobs-to-Be-Done Theory Be Applied to B2B?
In the context of enterprise software, is a task ever more than just a task? B2B is still just people to people, and people are emotional.
As it turns out, emotions aren’t just involved in B2B purchasing decisions, they’re even more heightened than for consumer purchases. And, as is so often the case with research, that truth now seems so obvious.
Business purchases involve higher stakes, higher risk and much more money. And, in addition to business performance, powerful, emotionally driven needs are present: a desire for recognition, such as a promotion, or fear of a rejection, like a job loss.
Google, in partnership with CEB Marketing, found that “B2B purchasers are almost 50 percent more likely to buy a product or service when they see personal or emotional value.” But according to the same study, and primary research I’ve conducted, most B2B campaigns and experiences underdeliver on these dimensions.
So, now that we know emotions indeed play a role in B2B purchasing, we know that we can leverage JTBD to help us innovate. Focusing too narrowly on the tasks customers are doing with your products, without thinking about what those customers are trying to achieve, puts your product at risk of disruption. Your product, and the tasks your users complete with your product, are a means to an end. What is the end?
How the JTBD Theory Can Be Applied to B2B
Author Alan Klement, in his book on JTBD, When Coffee & Kale Meet, helps us apply William T. Powers’ Motivational Hierarchy of Goals. We understand that simple motor control goals, like slicing broccoli, ladder up to do goals, like cooking dinner, which ladder up to be goals, like being thoughtful.
B2B teams often stop at “do goals” and focus too narrowly on “motor control goals.” Understanding those “be goals” through JTBD can help us better serve our business customers.
And because jobs are ideal state feelings, the set of all possible jobs is not only finite, but relatively, quite small.
Jobs-to-be-done is a theory that examines how and why people make purchasing decisions. Our expert explains why the theory should be applied to B2B and how to do it.
Marina Foglietta-Tereo
Written by Marina Foglietta-Tereo
Published on Oct. 29, 2024
Brainstorming employees applying Jobs-to-be-done theory
Image: Shutterstock / Built In
Brand Studio Logo
If you’re a person who creates value for mobile phone number list people with technology, you’ve probably heard of the Jobs-to-be-Done (JTBD) theory. Maybe you’ve even observed the same phenomenon that I have: That, as the theory has gained popularity in its application to innovation, well-meaning teams have begun uncovering their customers’ tasks and goals, and calling them Jobs, as if waiting for some magic to happen.
3 Steps to Apply Jobs-to-Be-Done Theory in B2B
Identify your users influencers and decision makers.
Don’t be afraid to ask questions that seem out of scope.
Read between the lines.
Don’t get me wrong, uncovering tasks and goals is wonderful. It’s customer-centric. It’s indeed an important part of product development. But, importantly, it’s not jobs. Why does that matter? It’s important because jobs has real magic to offer. So, if you want to spread that magic, or you yourself are confused about the difference between a task, a goal and a job, keep reading.
What Is the Jobs-to-be-Done Theory?
The Jobs-to-be-Done (JTBD) theory is an explanation of human behavior, specifically how and why people buy some things and not other things. It’s useful for all innovators because it helps us think bigger and broader about the problems we’re solving for customers. It does this in two ways:
It focuses us on outcomes, what customers actually want to achieve, and reminds us that our product is just a means to that end and not the end in itself.
While outcome-driven innovation is not unique to JTBD, the theory takes us further. It reminds us that these outcomes are often deeper than they may appear and rooted in the universal human need to make progress in our present states.
I think about jobs as ideal state feelings. I’ve found this helps distinguish jobs from tasks or goals. And this isn’t just my opinion. The theory is grounded in the belief that a task is never just a task, there’s a deeper motivation rooted in the fulfillment of an ideal self. I currently feel one way, so I “hire” this product to feel this desired way. That “desired feeling” is the job.
For example, Dave, the fintech company, doesn’t define its business too narrowly. It’s in the business of helping customers make progress on their money. This includes saving money and making it.
The JTBD statement might look like this: “When I feel [out of control with my money], I “hire” Dave’s “Side Hustle,” so that I can [feel in control of my finances].” The job is feeling in control of one’s money. And a product like “Side Hustle,” which helps customers earn extra income, is suddenly not out of scope at all.
But if jobs are feelings, are they applicable to B2B markets where rational value, ROI and efficiency rule?
More on Sales
12 Steps to Succeed as a New Sales Leader
Can the Jobs-to-Be-Done Theory Be Applied to B2B?
In the context of enterprise software, is a task ever more than just a task? B2B is still just people to people, and people are emotional.
As it turns out, emotions aren’t just involved in B2B purchasing decisions, they’re even more heightened than for consumer purchases. And, as is so often the case with research, that truth now seems so obvious.
Business purchases involve higher stakes, higher risk and much more money. And, in addition to business performance, powerful, emotionally driven needs are present: a desire for recognition, such as a promotion, or fear of a rejection, like a job loss.
Google, in partnership with CEB Marketing, found that “B2B purchasers are almost 50 percent more likely to buy a product or service when they see personal or emotional value.” But according to the same study, and primary research I’ve conducted, most B2B campaigns and experiences underdeliver on these dimensions.
So, now that we know emotions indeed play a role in B2B purchasing, we know that we can leverage JTBD to help us innovate. Focusing too narrowly on the tasks customers are doing with your products, without thinking about what those customers are trying to achieve, puts your product at risk of disruption. Your product, and the tasks your users complete with your product, are a means to an end. What is the end?
How the JTBD Theory Can Be Applied to B2B
Author Alan Klement, in his book on JTBD, When Coffee & Kale Meet, helps us apply William T. Powers’ Motivational Hierarchy of Goals. We understand that simple motor control goals, like slicing broccoli, ladder up to do goals, like cooking dinner, which ladder up to be goals, like being thoughtful.
B2B teams often stop at “do goals” and focus too narrowly on “motor control goals.” Understanding those “be goals” through JTBD can help us better serve our business customers.
And because jobs are ideal state feelings, the set of all possible jobs is not only finite, but relatively, quite small.