@agilesensei

b s t o
Jo e
In 4 0 0
ds
n o n
sec

be d o written, illustrated
and performed by
Claudio Perrone

agilesensei.com
a3thinker.com
 Customer

Proc. Lead Time:: 16.5 min

Non VAT 2.0 min 0.5 min 2.0 min
Total Cycle Time: 12 min
5.5 min 0.5 min 1.0 min 5.0 min
Value Adding Time (VAT)
Proc. Efficiency: 73%
 faster

cheaper

better quality
Competition

Customer

(incrementally)
innovative
Customers don’t know
what they want!
People encounter situations that
drive the need to accomplish a job.

They “hire” a product or service

to get the job done.

The job – not the customer – is

the fundamental unit of analysis.

Prof  Clayton  Christensen  

 #JTBD
Based on the work
Of the re-wired group
(jobstobedone.org)

Push of the situation

Drive FORWARD
 #JTBD
Based on the work
Of the re-wired group
(jobstobedone.org)

Push of the situation

New
Drive FORWARD
way

Pull of the new solution

 #JTBD
Based on the work
Of the re-wired group
(jobstobedone.org)

Anxiety of the new choice Push of the situation

Business New
as usual Hold back Drive FORWARD
way

Pull of the new solution

 #JTBD
Based on the work
Of the re-wired group
(jobstobedone.org)

Anxiety of the new choice Push of the situation

Business New
as usual Hold back Drive FORWARD
way

Habit of the present Pull of the new solution

 #JTBD
Based on the work
Of the re-wired group
(jobstobedone.org)

Buying “Finished” or
Experienced

Or

Satisfaction
Consuming
 #JTBD
Based on the work
Of the re-wired group
(jobstobedone.org)

First Thought

Event #1

Passive
Event #2
Looking
Buying “Finished” or
Experienced
Active
Looking
Or
Deciding
Satisfaction
Consuming
Talk to people who have bought.
Embedded in their choice set is
the value code of what they are
willing to switch from and to.

Bob  Moesta  
The  Re-­‐Wired  Group  
 Passive Active
Looking Looking Deciding Consuming Satisfaction

First Event #1 Event #2 Buying “Finished” or

Thought Climax Experienced
(and Hook) Documentary:
Resolution
Moment of Time “The Switch”
struggle Inciting bomb
incident
Before you can determine what
solutions they’ll want, figure out:

•  What jobs customers want to get

done
•  What metrics they use to define
the successful execution of a job

Anthony  Ulwick  
Strategyn  
As a mobile user, Warning:
early assumptions
I want a longer antenna
so that I can have
a better reception
V.S.

Context, situation,
job, or job step When I’m calling a friend
I want to minimise
Outcome, need, the likelihood that
or measure of the conversation drops
improvement
Job Stories Selected Options Product Backlog
2 (User stories)
 Next is now

Claudio  Perrone  

claudio@agilesensei.com  
www.agilesensei.com  
www.a3thinker.com  
@agilesensei