This strategy is even more complex than the above methods. It is a concomitant process of change and development of technologies. In this case, it is necessary to focus on expanding the use cases of current solutions for various JTBDs. For example, organizations that create candles have to attract customers in a different way than before. The fact is that after the invention of the light bulb, people lost interest in this product. Now candles act as a design element and a way to create a romantic atmosphere. Thus, their main JTBD is no longer related to lighting the premises.
Disruptive Growth Strategy
It focuses on the so-called "inaccessible market." There are solutions that are acceptable only to a certain class of people. For example, in the past, to whiten teeth, people had ig database to go to the dentist. At the moment, this work can be done by anyone, anywhere. This became possible thanks to the solutions of Crest Whitestrips (in just 2 years, this became a product for Procter & Gamble, the price of which reached 300 million dollars) and some other companies.
There are four reasons why a market may remain “out of reach”: cost, time, knowledge and access to the technology or solution.
From this point of view, the above-mentioned company meets all four criteria. Before its appearance, people could not whiten their teeth because of the high cost of the procedure, the need to spend a lot of time and the lack of access to technology, since a person simply did not know how to do this work at home.
However, it is important to understand that this is the most difficult strategy to implement. The fact is that it can cannibalize the achievements in your field. Other examples of disruptive growth include: home pregnancy tests, online stock trading, and self-medical examination and treatment devices.
Note that core and disruptive strategies focus on existing JTBDs, while related and emerging strategies focus on emerging work. Additionally, core and related growth strategies focus on serving current customers, while new and disruptive strategies focus on growing the customer base and finding untapped markets.
Existing clients Future consumers
Current JTBDs Key JTBD Growth Strategy Disruptive Growth Strategy
New JTBDs Linked JTBD Growth Strategy New JTBD Growth Strategy
Stages of Formulating Jobs To Be Done
The most important tool in the Jobs To Be Done methodology is customer interviews. Before conducting such an event, it is necessary to define the purpose of the research and formulate hypotheses that will serve as starting points.
In this case, defining the meaning is the easiest step. Let's say you sell Turkish confectionery. At some point, you noticed that Turkish delight is the least popular. The goal is to understand the reason for this phenomenon.
Stage 1: JobStory
To create a hypothesis, you can use the JobStory method. It was developed by an organization called Intercom, so you can read all the details in their book. In short, a JobStory is a sentence formed according to the principle: “ When ___, I want ____, so that ____”.
As you may have noticed, the focus here is not just on what the client wants to achieve (such as feeling more relaxed), but also when they want it (say, while doing important work).
JobStory Method
An example hypothesis for an employee who wants to feel less anxious while completing a project: “When I get an order, I want to feel more relaxed so I can focus on the work instead of worrying . ”