Jobs-As-Activities Approach (JAA)

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Maksudasm
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Jobs-As-Activities Approach (JAA)

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The founder of this approach, Anthony Ulwick, thought more pragmatically. In his opinion, it is impossible to say that people directly begin the process of improving their lives. For example, they just want to clean. For this purpose, they “hire” a mop, a vacuum cleaner or a cleaning specialist.

Jobs-As-Activities approach

Thus, this methodology can be called functional rather than emotional. Simply put, a hammer is needed to hammer nails, a bicycle is needed to ride around the city in free time, a laptop is needed to perform corresponding tasks. However, social and emotional needs are not ignored, but only relegated to the background, while functional aspects are accepted as central "jobs". For example, a laptop also performs social "jobs", demonstrating the status of the owner to the people around.

There is also an emotional ig database aspect here, as a new device gives a person pleasant emotions and experiences. Moreover, it gives him an understanding that he has taken care of his future and has become better. But first of all, we are talking about the useful action for which the buyer purchased the product, and then - moral satisfaction and approval of society.


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4 Ways to Use JobsToBeDone
The above-mentioned Tony Ulwick, who is the founder of the Jobs-As-Activities method, proposed a number of options for applying JTBD mechanisms in business:

Market selection

This method can be especially useful for startups, owners and managers of organizations that are looking for new markets. The initial provisions of the JTBD theory state that any market is a group of people (creators of "work") and the activity itself, which they are trying to perform by means of a certain product. Therefore, first of all, it is necessary to take care of finding unique actions for which market participants want to "hire" existing products, services or solutions.

Market selection

Analyze the market based on these positions and decide which of them is the most interesting. For example, work performed for a large number of people, but with a low level of service is more attractive than an activity performed for a smaller number of consumers, but with excellent service. This is just one of the measures for choosing the optimal action. Strategyn, a company created by the same Tony Ulwick, published a table on its website containing 42 interesting criteria.

Product planning

Most useful for product managers, marketers, and innovation specialists who are looking for growth points and expansion of core markets. Most often, they face one of the following tasks:

develop a value proposition that resonates with potential buyers;

improve product quality;

generate ideas for new products/services that target core or related market opportunities.

All three of these goals can be described as an innovation process that Tony Ulwick and his followers called Outcome-Driven Innovation (ODI) . According to their concept, if a company wants to win in innovative solutions, it must understand what the consumer needs and what unsatisfied demands he has. If the company knows this, then the probability of a successful solution increases significantly.

But the ODI process is quite complex in structure: specialists use unusual methods of quantitative and qualitative market analysis. In addition, it cannot be called cheap. If all this does not scare you off, you can read more detailed information on the Strategyn website.
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