BYC

“Competing Against Luck” by Clayton Christensen introduces the Jobs to Be Done (JTBD) theory as a framework for innovation and understanding customer motivation. The methodology described in the book emphasizes the importance of focusing on the job that customers are hiring a product or service to do. Here’s how you, as a startup founder, can articulate a problem statement using this approach:

1. Identify the Job to Be Done

The first step is to pinpoint the job that customers are trying to get done. A job can be functional (accomplishing a task), social (how they want to be perceived), or emotional (how they want to feel). To identify this, you need to deeply understand your potential customers through observation, interviews, and research. Look for tasks that are poorly performed by current solutions, areas where customers make compromises, and the non-consumption moments when potential customers give up on searching for a solution.

2. Understand the Circumstances

Context is crucial in the JTBD theory. The same person can hire different products or services for the same job under different circumstances. Understanding the specific circumstances under which a job arises gives insight into the nuances of the problem. This involves knowing when, where, how, and why a customer feels the need to ‘hire’ a solution for the job they need done.

3. Discover Customer Struggles and Trade-offs

Dig into the struggles customers face when trying to accomplish the job with existing solutions. What compromises do they have to make? Why are current solutions inadequate? This step often reveals the most significant opportunities for innovation, as it highlights the aspects of the job that are most underserved.

4. Articulate Desired Outcomes

Desired outcomes are specific, measurable states that customers seek when getting a job done. These outcomes can often be expressed in terms of minimizing time or cost, maximizing efficiency or effectiveness, or enhancing the emotional experience. Understanding these desired outcomes helps clarify what success looks like from the customer’s perspective.

5. Formulate the Problem Statement

Combine your insights into a clear problem statement that articulates the job to be done, the circumstances under which it arises, the struggles customers face, and the desired outcomes they seek. This statement should succinctly describe what you are solving for and why it matters, guiding the development of your solution.

Example Problem Statement:

“For working parents (target customers) who struggle to find time for meal preparation (circumstance), the job to be done is to quickly and conveniently provide nutritious meals for their family. They face compromises between meal quality, prep time, and cost (customer struggles). The desired outcome is to maximize meal healthiness and taste while minimizing preparation time and cost.”

6. Validate and Iterate

It’s critical to test your problem statement with real customers. Use interviews, surveys, and prototyping to gather feedback on your understanding of the job, the struggles, and whether the desired outcomes resonate with potential customers. Refine your problem statement based on this feedback.

7. Guide Your Solution Development

Use your validated problem statement as a foundational guide in developing your product or service. Every feature, message, and user experience design choice should tie back to solving the articulated problem, fulfilling the job to be done effectively for your customers.

“Competing Against Luck” stresses the importance of innovation that is focused not just on the solutions but on understanding the underlying job customers are hiring your product to do. By rigorously applying this JTBD methodology, you ensure your startup is focused on creating value that is both relevant and meaningful to your customers.