MBA1303 Must Read: Jobs to Be Done by Anthony W. Ulwick

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Hey oh. Welcome to the 100 Doll RMBA show helping you build a better business brain every day with our daily 10 minute business lessons for the real world. I'm your host, your coach, your teacher Omar Zenholm. I'm also the co founder of the $100 MBA, a complete business training and community online and today's episode is a must read episode on our must read episodes. I share with you a book that I've read that has influenced me as an entrepreneur. I share with you its takeaways, its insights and why you should read it too. Today's must read is Jobs to Be Done by Anthony Ulwich. Even though Jobs to be Done sounds like a productivity book, it's not. It's actually a product creation and marketing book and it's built upon the concept and the research that Anthony you look has made for decades. When it comes to why do people buy your product or service, it all boils down to this. People hire your product, your service to get a job done. They have a headache that needs solving and that's why they come to you. That's why they buy whatever you're offering. This is a totally different lens to look at your business, your product and how you serve your customers. Most entrepreneurs look at a need of the market and say hey people need X, so I'm going to fulfill X. And that's actually a flawed way to look at things. This book explains how you can really win over your customers and keep customers for life. I'll be sharing some examples in the real world. Real companies that you love and break down why you love them because they get the job done. Consistently defining what that job is is your job as the leader of your business. We're going to get into all of this, but this book was a game changer for me. It really changed my mentality in a lot of ways about how we build out our product and our service. It really helps you understand how to build a better roadmap for your business. I'll get into my favorite takeaways and and how you can implement them in your business in today's lesson. So let's get into it. Let's get down to business. Jobs to Be Done what a book. I have to first say that this book is not a book you can zoom through. It's actually quite academic. It's a little dry at moments, but if you love to nerd out on research and diagrams, you're going to love this book. Having said that, I was really engaged in the concept it was introducing to me, and the Jobs to be Done theory is actually something that has been borrowed by many people in many books when it comes to product development, roadmap development, and marketing. So it was great to read the book, the source of all of it. Now I'm going to summarize really quick what the book is all about and then give you some examples of how this theory can be applied to your business. So like I mentioned, Jobs to be Done is all about how to see your business, whatever you offer your customers as a solution, as a way to get a job done. Let's take a simple example. Go into a restaurant. Now why do you go to a restaurant? Because you want to get something done. I know this is going to sound very pragmatic, but it's true. What is that something done? Well, you want to have a satisfying meal with zero hassles. You want no problems. The reason why you're paying money is so you don't have to deal with that. Because you can make food at home. You can cook dinner at home, but cooking takes time, takes preparation. You got to do the dishes after hand setting the table, all that kind of stuff. It's a little bit of work. And the reason why you're dining out is so you don't have to deal with it. And of course there's the actual product, there's actual food. You want to enjoy good food. Most people, when they go and dine out, they dine out to places that make things that are just better than what they make at home, especially if it's a special occasion. So you're going to the restaurant to get a job done. And that job done is like, I want to have a satisfying evening with zero hassles. Now, some restaurants get this job done very well, and some don't. For example, those who don't, you could have a reservation at a restaurant. You'll get to the restaurant, you'll say, hey, I have a reservation for this time. You're on time. You've done everything you're supposed to, but they tell you to wait on a bench or wait at the bar, and it takes 10, 15, 20 minutes for you to actually get to the table. What's the point of the reservation if you can't eat at the time that you want? So that's not getting the job done. It's a hassle, right? Remember, we agreed the job is to have a satisfying meals with no hassles. So already you're starting on the wrong foot. You get to your table 20 minutes later. It takes a while to get the orders placed with the waiter, but you're kind of tolerating it. They give you some bread, but it takes a bit of time for your actual order to be delivered to the table. So what happens is you fill up on bread, and by the time you get the food, you're not really feeling that hungry, and therefore you're not enjoying the meal as you should. I can keep going on and on, but you could see here, this business could have really good food and good value. And they'll be like, why are you upset? Why are you giving us bad reviews on TripAdvisor? Our steaks are perfect, our drinks are handcrafted, all that kind of stuff. And the answer to that question is, you didn't get the job done. The job that you were hired to do as a restaurant didn't get done. The opposite is if you go to a restaurant, you have a reservation, they seat you right away. You don't wait you as they see you, give you menus, they come back a minute later asking what kind of drinks you like. Everything is timely. The food is delicious. They give you a little complimentary dessert, they allow you to take your time to pay the bill, and you leave the restaurant satisfied and feeling like a king or queen. Didn't have to have any frustrations no inconveniences, and it did the job. You feel great, you had a great evening, and it's the reason why you decided to pay money and go out to eat. Now, I want you to take a look at your own business because this book really defines what the job that needs to be done. They actually define it in the book with the term the customer's desired outcome. I really like that phrasing because you really need to define what is your customer's desired outcome. This is very important. You need to write this down because you're going to need it not only to implement that desired outcome, but be able to market your product properly. Many of us focus on all these other things when they don't really focus on the most important thing, which is your customer's desired outcome. So when your customer comes to your website, comes to your business, comes to look at what you have to offer, what are they really looking for? What are they trying to get done? I'll give an example from our business webinar Ninja, our webinar software. People come to our website at the end of the day, they want to run a successful webinar that works, right? They want to run a webinar where they have an audience, they give their workshop, they make their sales pitch. If they have a sales pitch, they promote their business and it just goes smoothly, no headaches. And that's what they want. That's the desired outcome. They want to create a webinar that's successful. Everything else is just gravy is window dressing is a plus. And it's very important for you to clearly define what your customer's desire outcome, because you need to make sure you deliver that 1000%. Because if you do that, they can tolerate other things. You may not have integrations that they're looking for. You may not have a certain feature or benefit they're looking for. But if you actually deliver on what they actually hire you to do, it's hard for them to complain, you understand? It's hard for them to be dissatisfied because you actually deliver on what they really need. So I want you to actually write this down today. What is your customer's desired outcome? What are they trying to get when they purchase your product? Whatever it is, physical, a service. If you're a photographer, or let's say a wedding photographer, their desired outcome is they want to have memorable photos of their wedding. They want wedding photos that reflect the emotions and the feelings of that day so they can cherish it forever. That's really all they want if you get that job done, that's great. So if you as a photographer is not wearing a tuxedo at the wedding, but you deliver on the. They're fine. A lot of us sweat the details. We sweat these small things in our business. The features, the little twiddly things that have very little effect on why people buy. Now, why is it important to also know this for marketing? Well, you want to drive that message home on your sales pages, on your marketing materials. This is what we do. We deliver this desired outcome and we do it great. This really resonates with people when they see it. Yes, that's what I need to get done. They could do it. This is what their focus is. I like that you're going to use this in your actual language, in your headline. Say, for example, you are creating a course for beginner snowboarders. Now, for a beginner snowboarder, what's their desired outcome? They just want to be able to go down the mountain without falling. Right? They want to make sure that they're having a good time and they have some level of enjoyment. So really, they just want to have a good time the next time they snowboard. That's what they're looking for. That's their desired outcome. So focusing on that is really important. Not how many jumps they'll be able to do with this course or how many X games this person who's teaching the course has participated in. That doesn't really matter to the actual student of this course. Their desired outcome is like, hey, I want to go down the mountain, have fun, reasonable speed, not fall on my butt every five minutes. That's what I want. If you can give me that through your instruction, I'm game. Let's do it. You get the point. So as you can see, Jobs to be Done is a book that really changes your perspective on things, changes the lens you see your business, your product, and how you deliver it. Just these concepts I just shared with you. The customer's desired outcome, understanding that people are hiring your business to get a job done. He goes really deep in this book, and I can't really do it justice. I really recommend you pick it up and read it. But these are some of the things I took away that I wanted to share with you today.

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First two chapters of this book, Jobs To Be Done by Anthony Ulwich, my brain started to just like blow wide open. I was like, oh wow, this is a different way to looking things and it's a simpler way and it makes total sense. I see it as a consumer, I see it as a customer, myself. But for some reason I just wasn't doing it in my own business to the full extent. So I thought to myself, okay, now that I know this, now that I've learned this, what am I going to change when it comes to how I build my company, how I build my product, the future, the next three years? How can we get the job done better? What other jobs need to be done for our target market? How are we going to use those nailed down desired outcomes to market our product better? It starts to really expand your brain and allows you to really see things a lot more clearly. I highly recommend you pick up this book. It's Jobs to be Done by Anthony Uwick. Make sure it's that book because there's a lot of books of that title. Pick up the one that's written by Anthony W. Ulwick. I got the Kindle version. Really loved it. Fantastic, deep read. Thank you so much for listening to the Hundred Dollar MBA Show. If you have any questions you have yourself about business, why don't you email me? I'll answer it right here on Q and A Wednesday here on the show. Just email me over at omar@100mba.net Before I go, I want to leave you with this. Some books are inspirational biographies, stories about other great entrepreneurs. Some books are how tos, how to get a certain task done, improve a certain aspect of your business, sales, marketing, finance, whatever it is. Some books just change the way your brain is wired and the way it sees certain things. This is one of those books. They usually are the hardest books to read because they're a bit more academic and it has to take its time to bring you around to the concept. And I totally understand that. And you just have to kind of bear with it and it'll be worth it at the end. Books like this shape your business, shape you as an entrepreneur, and change the trajectory significantly. So don't get discouraged when you read a book like this and it's kind of slow and it's not a page turner. Hang in there, it'll be worth it at the end. Thank you so much for listening and I'll check you in tomorrow's episode. I'll see you then. Take care.

At Capella University. Learning the right skills could make a difference. That's why our business programs teach you relevant skills you can take from the courseroom to the workplace. A different future is closer than you think with Capella University. Learn more at Capella. Eduardo.