Course Content
Introduction
Here we will cover a brief introduction about WellPal and how this course came to be.
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About WellPal Creative
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Lemon Seed – I Don’t Need a Lawnmower (TJBD in a nutshell)
Establishing a Common Language
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1. JTBD Theory 101: Understanding How Customer Needs Drive Business Growth
Objectives: 1. Understand the origin of the Jobs To Be Done (JTBD) theory. 2. Learn the core principles of the JTBD theory. 3. Understand the core concept of ‘job stories’ and how it’s used in the JTBD framework.
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From Theory to Practice: Leveraging JTBD to Build a Successful Business
JTBD for Business: An Introduction to the key principles
Principle 1 – The Job
Principle 2 – The Progress
Principle 3 – The Constraints
Principle 4 – The Trade-Off
Applying Lesson 1
2. Understanding JTBD: From Discovering Customer Needs to Creating a Unique Value Proposition
Objectives: * Understand the concept of the "job" and its role in the JTBD Theory * Understand the different types of jobs that customers may hire products or services to do * Understand the factors that influence the choice of a product or service to do a job * Be able to apply the concept of the "job" to identify potential solutions for a specific product or service category
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Leveraging the “Job” and “Job Performer” to Meet Customer Demands in JTBD
Discovering Customer Needs: How Situational Circumstances Shape the Job to be Done
Breaking Down the Different Categories of Jobs: A Guide for Brand builders
Get Ahead of the Competition: Use JTBD to Create a Unique Value Proposition
Applying Lesson 2
3. Recognizing JTBD: Techniques to Improve Your Customer Value
Objectives: 1. Understand how to use JTBD to better understand customer needs and motivations 2. Understand the importance of considering the context in which customers make decisions 3. Develop a deeper understanding of the "jobs" that customers are trying to do with your products and services. 4. Techniques on discovering them
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The Competitive Edge: How Understanding Your Customers Can Give You a Leg Up in the Market
Technique 1 – “Job or no Job”
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Technique 2 – “System of Progress”
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Applying Lesson 3
4. Applying JTBD: Actionable templates to drive business success
Remark: Lesson 4 is designed for entrepreneurs who have a basic understanding of JTBD theory and are looking to refresh their skills or quickly digest key actionable insights. As a result, some of the content covered in this section may seem familiar from previous lessons. However, this repetition is intentional, as it allows you to reinforce your understanding of the material and apply it more effectively to your business. Should you ever need to revisit specific concepts or techniques, you can easily do so by reviewing the lessons within Lesson 4. Introduction: In the previous three lessons, we've covered the basics of the Jobs-to-be-Done theory, including how customer needs drive business growth, techniques for discovering and creating unique value propositions and recognizing customer needs and motivations. Now, it's time to put these concepts into practice with a set of actionable templates. In this lesson, you'll learn how to conduct a basic level JTBD interview to get to know your customers and their jobs, build purpose-driven brands with the job story framework, anticipate and identify competition to stay ahead in the market, align your business and brand strategy with your customers' jobs, and speak your customers' language with effective marketing strategies. Let's get started!
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JTBD Market Definition: How to define your market
The WellPal JTBD Card Kit – How to map it all out
The WellPal JTBD Card Kit – 1. The Market scope stack
The WellPal JTBD Card Kit – 2. The Value creator stack
The WellPal JTBD Card Kit – 3. Competing clues stack
The WellPal JTBD Card Kit – 4. The Solution builder card
The WellPal JTBD Card Kit – 5. The Trade-off card
The WellPal JTBD Card Kit – 6. Job hierarchy stack
JTBD in marketing material: Speaking your customers’ language
JTBD Fundamentals

Introduction

In this lesson, we’re focusing on applying the WellPal JTBD Card Kit. As entrepreneurs and teams, understanding customer needs is key to building successful products and solutions.

The WellPal JTBD Card Kit is specifically designed to help teams better understand their customer’s motivations for buying solutions using the Jobs-to-be-Done framework.

The kit includes four cards that focus on different aspects of the JTBD framework, such as the job performer, the job to be done, the process of how the job gets done, and the needs that drive the job performer’s behavior.

The Approach

Using these cards in a gamified methodology, teams can work together to uncover key customer insights and develop more effective product strategies.

In this lesson, we will walk you through some exercises using the JTBD Card Kit and show you how to use it to understand your customers’ needs better.

By the end of this lesson, you’ll have a better understanding of how to use this tool to develop more successful products and solutions that truly meet your customers’ needs. 

As we all know, the Jobs-to-be-Done framework encourages us to view solutions through the lens of customer needs. With that in mind, I understand that many of you may come up with unique ways to utilize the JTBD card kit to make it even more valuable for your particular solution. I encourage you to share your creative approaches with me and the rest of your entrepreneurial community.

How they fit into “market Definition” canvas

Fundamentals of the Practical Application

The JTBD kit is a versatile tool that can be used in various ways to explore and understand customer needs, develop new solutions, and build a brand that resonates with its target audience.

In the next lessons, I will outline six foundational ways to use the JTBD cards, including:

  1. the market scope stack
  2. the value creator stack
  3. the competing clues stack
  4. the solution builder card
  5. the trade-off card
  6. the job hierarchy stack

These stacks can be mixed and remixed to achieve a multitude of exercises and insights within the JTBD framework.

As an entrepreneur, you can apply these stacks at different stages of your business to gain a better understanding of your customers, identify new opportunities, and create solutions that meet their needs.

The possibilities are endless, and there is no one specific way to use the JTBD cards, so feel free to experiment and find what works best for your business.

Good Luck!

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