Stone Mantel Bootcamp 2022: The Four Jobs to be Done Framework
Why Job Types
About 8 years ago, I met Clayton Christensen, the Harvard professor who was most famous for ‘disruptive innovation’ and ‘jobs to be done.’ The world’s most renown thinker on innovation of his day, Clayton was a kind and generous man. We were at a conference. He was the keynote speaker and I was running workshops based on the keynote.
After his presentation, he and I met and I shared with him some research we had conducted into jobs to be done. Because we at Stone Mantel study experiences, we see things a bit differently from those who focus exclusively on innovation. The customer hires the company to get a job done for them. Companies who know the job to be done are more likely to innovate successfully. That’s where innovation thinking often stops. Experience strategists ask additional questions about the job to be done. They want to know how to maximize the value that people get from the experience of having the job done for them.
Stone Mantel had conducted years of research across multiple industries regarding the elements that need to be present to get the job done and maximize the value of the job. We see direct connections between the four jobs to be done and a company’s ability to encourage happiness and pleasure in people's lives. And over the years, we have found that companies that start with the four job types are more innovative, more likely to see new opportunities, and are able to create the right experience faster.
This presentation has been updated since I first gave it to Clayton years ago. But the argument remains the same: to maximize the value of the experience, you have to start by thinking about the type of job the customer wants to get done: functional, emotional, social, or aspirational.
Session 1 of Bootcamp 2022
In this free session we will focus on foundational frameworks for experience strategists.
Topic: The Four Jobs to be Done and Happiness Framework: How to categorize customer needs to maximize experience value.
You will learn how to think about functional, emotional, social, and aspirational job types. In this session we go deeper into each one of the job types and address how customer engagement can be strengthened through understanding the type of happiness associated with each job type.
This session helps you:
Think strategically about the way you turn customer needs into innovative solutions.
Create more value for your company and your customers through job types.
Determine how to identify, prioritize, and gather requirements using jobs to be done.
Identify the type of happiness each job type can create for customers.
Oh, and I will tell you in the session what Clayton said about the four job types. So join us!
The Details
Stone Mantel Bootcamp Session 1
The Four Jobs to be Done and Happiness Framework
March 10, 2022
12 PM ET / 9 AM PT
Guide: Dave Norton, Founder of Stone Mantel
Send an email to jaclyndupont@stonemantel.co to register