How Honing In On Jobs-To-Be Done Helps You To Develop Breakthrough Innovation

And the story of an old peanut butter cup success

We all have many jobs to do in our lives.

Some tasks may seem trivial, like buying and flipping through a magazine at the airport to pass the time or endlessly scrolling on our phones just to keep occupied.

Others arose unexpectedly, such as the time I went into a search for an open clothes store in Las Vegas at 7 am after an airline mishap left me without luggage and a crucial business meeting to attend at 9 am.

Then there are the more profound jobs that come with career progression, where we seek purpose and aim to leave a lasting impact. We may seek out solutions that aid our growth, whether through coaching, mentorship, or training.

When we buy a product/ solution/ service, we essentially “hire” it to help us do a job.

If it does the job well, the next time we’re confronted with the same job, we tend to hire that product again.

And if it does a crummy job, we “fire” it and look for an alternative.

Our Intrinsic Desire to Evolve

There was a time when humans grew tired of hunting down animals; therefore, they developed and moved to agriculture while domesticating animals.

That’s the thing about humans.

Humans have an intrinsic desire to evolve themselves.

We are faced with a “job to be done” every time we think of evolving ourselves.

We do this by remaking and adapting to the world around us.

We use arts, sciences, and engineering to grow emotionally, intellectually, and socially. This need to evolve ourselves purposefully sets us apart from other animals.

So what is a Job to be done?

"People don’t simply buy products or services; they hire them to make progress in specific circumstances.” Clayton Christensen

McKinsey Global Innovation Survey also shows that “although 84 percent of executives agree that innovation is important to growth strategy, only 5 percent are satisfied with its performance.”

Most people would agree that the vast majority of innovations fall far short of ambitions.

Innovation performance may be down, even if big data and AI technologies help understand the user better.

It is also a fact that human behavior is highly unpredictable.

Hence, no data can ever provide a standard outlook of people’s reactions, needs, and fears. Data may play an essential role in predicting buying and other patterns, but we can better ascertain needs.

We must consider Human Behavior.

We must define what job needs to be done.

In this edition, let's delve into one of the most exciting steps of developing a new business, defining “jobs-to-be-done — JTBD.”

Can sweet potatoes for dessert trump chocolate pudding?

This scenario unfolded two decades ago when my innovation partner, the R&D director of new product development, and I engaged in a brainstorming session. Our objective was to unearth fresh concepts to combat food wastage and enhance our range of frozen foods.

After the success of our potato product line, shaped as happy faces for kids, we felt the urge to diversify our offerings.

Supported by data indicating kids' fondness for potatoes in various forms, like French fries, mashed potatoes, and our beloved "happy faces," we also knew that kids love sugar.

Then, we hypothesized that a fusion of potatoes and sweetness would be well-received.

My partner created some prototypes, and then we conducted tests by inviting kids for initial trials that revealed the truth- "Yuck!"

While my colleague appeared disheartened by the outcome after investing considerable time perfecting the recipe, she managed a smile and remarked, "They hated it."

This marked the conclusion of our experiment.

Despite the presence of data, potatoes, and sugar, sweet potatoes failed to fulfill their job to be done.

While potatoes complement chicken or hamburgers superbly, the notion of replacing chocolate pudding with sugary potatoes seemed less audacious.

Though unconventional, this endeavor was genuine.

At least we explored every avenue P.Eng. Norela Avila, MBA , right?

Driving Innovation by meeting jobs-to-be-done

JTBD (Jobs-to-be-done) is the cornerstone of a better customer understanding and has a major impact on successful innovation.

“Jobs-to-be-done is a theory that ascertains consumers’ choices when buying something. These choices don’t just scratch the surface but go beyond, thus determining the social, functional, and emotional dimensions of such decisions.” Christensen Institute.

JTBD explains how people do not just buy stuff for the sake of it; instead, they buy for a specific purpose or, more precisely, to do a “job.”

By linking this necessity with progress, we home a world of innovative possibilities.

Let's delve into the Jobs To Be Done framework using the peanut butter cup history.

How did Kinder Surprise achieve success with a peanut butter cup?

Kinder Surprise is a one-of-its-kind product among the most successful confectionery launches in the past decade.

This innovative treat combines chocolate and cream in one compartment, accompanied by a small toy in the other. Yet, it's more than just chocolate; this treat encourages playtime interactions between children and parents.

Jobs go beyond mere functionality, encompassing rich social and emotional aspects.

The folks at Kinder Surprise created a kid's experience.

The History

Exchanging eggs to welcome the season of spring and fertility is an ancient custom. The Persians partook in it 5,000 years ago, and the Europeans took on the tradition in the late 1900s.

Originally, eggs were hand-painted with colorful dyes and then handed out to celebrate the tradition, but this changed in the early 1970s.

Michele Ferrero, the renowned Italian chocolatier, figured out how the egg-shaped molds could be used throughout the year instead of lying in the corner until Easter arrived. Thus, the new, unique, and lasting tradition began creating chocolate eggs.

It doesn’t stop there, of course!

Ferrero wondered how the excitement that came with Easter could be preserved as well.

This led to the creation of the Kinder Surprise — an egg-shaped mold carrying chocolate and toys.

This product became extremely successful; it was launched in 1974, and till now, more than 30 billion Kinder Surprise eggs have been bought across the globe.

Gaining validation for early prototypes

The Kinder Surprise egg reached the height of success because Ferrero continuously improved his product using market insights and going beyond product features.

He would leave unbranded prototypes of his product at a local supermarket in Luxembourg, which middle-class European families frequented. Then, he would covertly hang around the market to listen and understand how they responded to his product.

He soon realized that mothers were more likely to buy the Kinder Egg, but they had concerns about feeding their children too much sugar content with less nutritional value.

As a result, Ferrero adjusted the recipe to include more milk, which worked because the mothers were more agreeable to giving children sweets with more nutrition.

The surprise egg job to be done

If we look at Kinder Surprise, the obvious customer segment is children. They love chocolate and love toys.

You combine the two into a single product and get something they cannot resist. But there is a more profound role for the surprise eggs.

You will immediately notice that the Kinder Surprise is placed right at the checking counter if you go to a market. It gets noticed easily while waiting in line — by adults and children.

Plus, the surprise factor of the egg worked as a ‘variable reward.’

It’s similar to the same psychology spurs on people in Vegas, sitting in front of slot machines, eagerly waiting to find out what they will get next. I have to say that I am always tempted.

When you get the egg, unwrap it excitedly. That’s the part where your body will release the ‘pleasure chemical,’ i.e., dopamine. Studies have shown that dopamine reaches the brain not only when we get the reward but also when anticipating it.

Once the egg is unwrapped, and the toy is revealed, then comes the part where parents work with children to assemble the toy. It’s a sweet moment and encourages parent-child bonding.

It is effective because it taps into the cognitive bias known as the Ikea Effect, where individuals develop a stronger attachment to self-created items. Investing your effort in crafting something fosters a sense of ownership and achievement.

Another obvious investment lies in completing the toy collection, as each egg contains a unique toy from a comprehensive set. This product targets various aspects of consumer psychology, explaining its successful outcome.

Your Move

Success rarely happens by accident, and the surprise egg is not one of those exceptional cases. Instead, it took an entrepreneur with a vision and a good understanding of its customers to bring the Kinder Surprise experience together.

Remember that “Job-to-be-done” isn’t just about function — they have robust social and emotional dimensions.

Every organization involved in an innovation process reaps different fruits of such innovation as the methods differ considerably.

• Jobs-to-be-done defines the purpose of buying and hence aids innovation. Entrepreneurs who identify these trends will undoubtedly cater to the customer’s needs in a different dimension.
• Jobs-to-be-donet is not limited to the product itself but encompasses the entire user experience, prompting organizations to reconsider their strategies.
• Products like 'Kinder Surprise' excel by aligning processes and technology to deliver value to customers. Yet, their true success lies in understanding and designing an exceptional customer experience.

Are you inspired by the story of Kinder Surprise and intrigued by how 'Jobs to be done' can revolutionize your business?

• Identify the 'Jobs to be done' for your customers. Whether it's refining an existing product or developing something entirely new, understanding the underlying needs of your customers is key.
• Start by observing your market, gathering feedback, and daring to think outside the box.

Here is a WORKSHEET to start drafting your first ideas and let's unleash innovation.

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