Using Jobs to be Done to focus on True Competitors
Identifying True Competitors
Traditional competitor analysis often focuses on companies offering similar products or services. However, JTBD challenges this approach by suggesting we look beyond the obvious. By understanding the "job" customers are trying to accomplish, we can identify a wider range of alternatives they might consider.
Imagine, if you will, a bustling coffee shop, aroma of freshly brewed coffee filling the air, the gentle hum of conversation, and the clatter of cups. The owner, proud of their carefully curated ambiance and meticulously sourced beans, naturally views their competition as the other coffee shops lining the street. But are they truly the main rivals? Perhaps not.
A closer look reveals a deeper, yet intuitive truth. Many customers aren't just seeking a caffeine fix; they're looking for a place to work, a space to socialise, or simply a moment of peace amidst the daily chaos. When you consider the underlying motivations, suddenly, the ‘true competitors’ emerge: co-working spaces with their reliable Wi-Fi and collaborative environments, bustling bars offering social connection alongside evening drinks, and even noise-canceling headphones promising a pocket of tranquility anywhere.
This highlights the core principle of Jobs to Be Done (JTBD) theory which is fundamental to a lot of our work: customers "hire" products and services to fulfill specific needs, or "jobs." These jobs often transcend traditional product categories, revealing unexpected competitors lurking in the periphery.
Unmasking the Unexpected: Identifying True Competitors
Traditional competitor analysis often focuses on companies offering similar products or services. However, JTBD challenges this approach by suggesting we look beyond the obvious. By understanding the "job" customers are trying to accomplish, we can identify a wider range of alternatives they might consider.
Whilst I love coffee shops, much of our work at Waveform is rooted in the digital sphere. So now for example consider a company making smart watches or fitness trackers. It might assume its main competitors are other wearable tech brands. However, through a JTBD lens, they might discover that customers "hire" their product for various jobs, such as:
Monitoring their activity levels: Competitors could include smartphone apps, pedometers, or even simply paying closer attention to their body's cues.
Staying motivated to exercise: Competitors could include personal trainers, workout buddies, fitness classes, or motivational apps.
Improving their sleep: Competitors could include sleep tracking apps, white noise machines, meditation techniques, or even a new mattress.
By understanding these diverse jobs, the company can develop a more comprehensive competitive strategy, addressing a wider range of alternatives and positioning its product more effectively.
The Power of Knowing Your True Rivals
Identifying your true competitors through a JTBD lens offers several significant benefits:
Proactive Response to Threats: By recognising hidden competitors, you can anticipate their moves and develop strategies to mitigate their impact. For example, the coffee shop owner understanding the appeal of co-working spaces might offer similar amenities like reliable Wi-Fi and comfortable workspaces to retain customers.
Targeted Offerings: Understanding the specific jobs customers are trying to get done allows you to tailor your products and services to better meet their needs. The fitness tracker company, recognising the "sleep improvement" job, might incorporate sleep analysis features and partner with sleep product companies.
Effective Marketing: JTBD helps you frame your marketing messages around the jobs customers want to accomplish, making your communication more relevant and persuasive. Instead of simply highlighting features, the fitness tracker company can emphasise how it helps users achieve better sleep, increased motivation, and a healthier lifestyle.
Innovation Catalyst: By understanding the unmet needs and frustrations associated with existing solutions, you can identify opportunities for innovation and create products that truly delight customers. Recognizing the limitations of current sleep tracking technology, the fitness tracker company might invest in developing more accurate and insightful sleep analysis tools.
Using JTBD to get beyond the obvious
JTBD theory encourages us to delve deeper than surface-level comparisons and understand the underlying motivations driving customer behaviour. By identifying the "jobs" customers are "hiring" our products to do, we can uncover hidden competitors, develop more targeted offerings, and ultimately create products and services that deliver greater value.
In today's competitive landscape, understanding your true rivals is no longer a luxury, but a necessity. By embracing the JTBD framework, we can gain a competitive edge by anticipating customer needs and staying ahead of the curve, even when it curves in unexpected directions.
