As Jobs-to-be-Done continues to gain popularity in the SaaS community, many founders and product teams are struggling with the same question:
“How do we apply JTBD when there is no purchase?”
A conversation that I have on a weekly basis goes something like:
“My team at Slack is in charge of video and voice chat. We launched the feature and it’s going well but some users have tried it and keep using it, and some users have tried it once then stopped. We’re working to improve the feature and grow adoption, but we want to make sure we continue to please our loyal users, while also converting more trial users to adopters. How can we figure out why people are switching to the feature so we can understand how to improve it based on the jobs that it’s hired to do?”
We tend to use large consumer purchases like buying a car to teach jobs-to-be-done, so feeling uneasy about applying it to the adoption of a new feature is natural if you haven’t done it before.
The conversation with the Slack team is fictional, but the anxiety is real. I’ll use the new Slack feature as an example to lay out three steps that you can take to ease your anxiety and get ready to push forward with your project. Read More
The Switch Workshop will be held in Chicago at the Basecamp Headquarters on April 24th.
The Switch Workshop will be held in Detroit at the Re-Wired office on March 24th and 25th!
When do people realize value from your product? It’s not always when they hand over their money to you, but when they really make the progress that they intended to make.
