A segment of customers buys for a set of reasons (their Job to be Done), that are distinct from another segment of customers. There will be some overlap, for sure, but each set of reasons suggests distinct motivations for the customer, distinct price point for that segment, and feature set for that segment. For example, a hotel operator buys matresses for a different set of reasons, than someone who is struggling to get a good night's sleep at home. Once you understand the Job to be Done, you can solve the problem as a matress provider.
A valuable podcast for anyone interested in learning more about JTBD - thanks for all the work that goes into planning and hosting @Ryan.
Thanks John Gauch, much appreciated!
I have a question, what does Bob means “Set of Reason”?
A segment of customers buys for a set of reasons (their Job to be Done), that are distinct from another segment of customers. There will be some overlap, for sure, but each set of reasons suggests distinct motivations for the customer, distinct price point for that segment, and feature set for that segment. For example, a hotel operator buys matresses for a different set of reasons, than someone who is struggling to get a good night's sleep at home. Once you understand the Job to be Done, you can solve the problem as a matress provider.
@@saadatkhan9583 thx Saadat Khan.