{"id":5489,"date":"2021-09-27T16:49:27","date_gmt":"2021-09-27T15:49:27","guid":{"rendered":"https:\/\/brandgenetics.com\/?p=5489"},"modified":"2021-10-25T14:02:02","modified_gmt":"2021-10-25T13:02:02","slug":"its-time-to-upgrade-your-innovations-with-the-jtbd-framework","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/","title":{"rendered":"It\u2019s time to upgrade your innovations with the JTBD framework"},"content":{"rendered":"

Innovation is top of the agenda as brands and businesses look to accelerate into 2022. The good news is, we are here to help!<\/p>\n

Yet, too often innovators find themselves detached from the consumer reality and struggle to add real value to either the customer or the bottom line. Testament to this, studies show that over 80% of NPD launches fail within the first year.<\/strong><\/p>\n

To address this challenge, we have revisited the Jobs to be Done framework (JTBD) and distilled the theory into 12 practical tips for doing better JTBD research \u2013 and, by extension, delivering superior, successful innovations.<\/p>\n

 <\/p>\n

Why should you choose JTBD when it comes to identifying demand spaces?<\/strong><\/p>\n

Based on the metaphor that innovations are \u2018help for hire\u2019, we\u2019ve found a JTBD mindset to be particularly powerful when it comes to identifying untapped demand spaces for our clients. When you see innovation in terms of upgrading people rather than products, a whole new world of opportunity emerges.<\/p>\n

 <\/p>\n

So, let\u2019s cover the basics. What\u2019s with the \u2018jobs\u2019 metaphor and what are \u2018JTBD\u2019? <\/strong><\/p>\n

A consumer \u2018job\u2019 is simply a task with a purpose or goal. And a job-to-be-done is simply a job that has yet to be completed. Pushing the \u2018job\u2019 metaphor harder, people \u2019hire\u2019 innovations to help get \u2018jobs\u2019 done. From this \u2018functionalist\u2019 JTBD perspective, innovations are simply \u2018help for hire\u2019.<\/p>\n

People have all sorts of jobs to be done in their lives, and consumer demand comes from jobs that have yet to be satisfactorily completed. The promise of JTBD is that by thinking of markets as \u2018job markets\u2019, rather than consumer segments or product categories, innovators can find new untapped demand spaces.<\/p>\n

Products and brands don\u2019t have \u2018jobs\u2019 – people do. If a brand talks about its job-to-be-done, then the metaphor fails. The point of JTBD is to shift away from brand-first thinking to people-first thinking. And JTBD is not about focusing on consumer \u2018needs\u2019 (or need-states).<\/p>\n

JTBD was developed specifically because the language around ‘needs’ can be so problematic in marketing – few teams can even agree on what a \u2018need\u2019 is; it\u2019s a flabby, badly defined word that can create confusion.<\/p>\n

Likewise, JTBD is not simply benefit-driven innovation. If it\u2019s about anything, JTBD is about aligning with people\u2019s goals \u2013 the things people are striving to get done. The distinction is subtle but profound \u2013 and has a capacity to reveal exciting new breakthrough insights for innovation.<\/p>\n

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n

Consumers \u2018hire\u2019 innovations as a means to an end, which is to help them get from where they are to where they want to be. Consumer demand is simply \u2018channelled motivation\u2019 produced by a perceived gap between our \u2018current state\u2019 and our future \u2018goal state\u2019.<\/p>\n

Jobs-to-be-Done are always about reducing the gap between current states and goal states.<\/p>\n

 <\/p>\n

Want to learn how to apply this JTBD thinking to your approach to innovation?\u00a0 <\/strong><\/p>\n

Click here to get your 12 Tips For Doing Better JTBD research\u00a0<\/a>\u00a0<\/strong><\/p>\n

You won\u2019t find a battery of technical JTBD processes here (plenty of those are just a Google search away). Instead, we\u2019ll focus on 12 practical things you can do to cultivate a \u2018JTBD mindset\u2019 when you\u2019re searching for, and researching innovation opportunities.<\/p>\n

 <\/p>\n

Time to put it into action?<\/strong><\/p>\n

If you\u2019re looking to \u2018hire\u2019 an agency with a fresh and positive approach to innovation, we\u2019d love to chat!<\/p>","protected":false},"excerpt":{"rendered":"

Innovation is top of the agenda as brands and businesses look to accelerate into 2022. The good news is, we are here to help! Yet, too often innovators find themselves detached from the consumer reality and struggle to add real value to either the customer or the bottom line. Testament to this, studies show that […]<\/p>\n","protected":false},"author":16,"featured_media":5490,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-5489","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"yoast_head":"\nIt\u2019s time to upgrade your innovations with the JTBD framework - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"It\u2019s time to upgrade your innovations with the JTBD framework - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"Innovation is top of the agenda as brands and businesses look to accelerate into 2022. The good news is, we are here to help! Yet, too often innovators find themselves detached from the consumer reality and struggle to add real value to either the customer or the bottom line. Testament to this, studies show that […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandgenetics.com\/pt\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/\" \/>\n<meta property=\"og:site_name\" content=\"Brand Genetics\" \/>\n<meta property=\"article:published_time\" content=\"2021-09-27T15:49:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-10-25T13:02:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandgenetics.com\/wp-content\/uploads\/2021\/09\/Blog-header.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"960\" \/>\n\t<meta property=\"og:image:height\" content=\"356\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Brand Genetics\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Brand Genetics\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\\\/\"},\"author\":{\"name\":\"Brand Genetics\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#\\\/schema\\\/person\\\/8ecfbd42c9c6d77d6c5e26518b9ff0ba\"},\"headline\":\"It\u2019s time to upgrade your innovations with the JTBD framework\",\"datePublished\":\"2021-09-27T15:49:27+00:00\",\"dateModified\":\"2021-10-25T13:02:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\\\/\"},\"wordCount\":575,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/Blog-header.jpg\",\"articleSection\":[\"Uncategorised\"],\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/brandgenetics.com\\\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\\\/\",\"url\":\"https:\\\/\\\/brandgenetics.com\\\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\\\/\",\"name\":\"It\u2019s time to upgrade your innovations with the JTBD framework - Brand Genetics\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/Blog-header.jpg\",\"datePublished\":\"2021-09-27T15:49:27+00:00\",\"dateModified\":\"2021-10-25T13:02:02+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#\\\/schema\\\/person\\\/8ecfbd42c9c6d77d6c5e26518b9ff0ba\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\\\/#breadcrumb\"},\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/brandgenetics.com\\\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\\\/#primaryimage\",\"url\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/Blog-header.jpg\",\"contentUrl\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/Blog-header.jpg\",\"width\":960,\"height\":356},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/brandgenetics.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"It\u2019s time to upgrade your innovations with the JTBD framework\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#website\",\"url\":\"https:\\\/\\\/brandgenetics.com\\\/\",\"name\":\"Brand Genetics\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/brandgenetics.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"pt-BR\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#\\\/schema\\\/person\\\/8ecfbd42c9c6d77d6c5e26518b9ff0ba\",\"name\":\"Brand Genetics\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/8bd317a739f21d739a0d533e7e2f5eacc9f1539dd13ada4f19821bd89857384d?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/8bd317a739f21d739a0d533e7e2f5eacc9f1539dd13ada4f19821bd89857384d?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/8bd317a739f21d739a0d533e7e2f5eacc9f1539dd13ada4f19821bd89857384d?s=96&d=mm&r=g\",\"caption\":\"Brand Genetics\"},\"sameAs\":[\"http:\\\/\\\/brandgenetics.preview.uk.com\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"It\u2019s time to upgrade your innovations with the JTBD framework - Brand Genetics","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/brandgenetics.com\/pt\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/","og_locale":"pt_BR","og_type":"article","og_title":"It\u2019s time to upgrade your innovations with the JTBD framework - Brand Genetics","og_description":"Innovation is top of the agenda as brands and businesses look to accelerate into 2022. The good news is, we are here to help! Yet, too often innovators find themselves detached from the consumer reality and struggle to add real value to either the customer or the bottom line. Testament to this, studies show that […]","og_url":"https:\/\/brandgenetics.com\/pt\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/","og_site_name":"Brand Genetics","article_published_time":"2021-09-27T15:49:27+00:00","article_modified_time":"2021-10-25T13:02:02+00:00","og_image":[{"width":960,"height":356,"url":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2021\/09\/Blog-header.jpg","type":"image\/jpeg"}],"author":"Brand Genetics","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Brand Genetics","Est. tempo de leitura":"3 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/brandgenetics.com\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/#article","isPartOf":{"@id":"https:\/\/brandgenetics.com\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/"},"author":{"name":"Brand Genetics","@id":"https:\/\/brandgenetics.com\/#\/schema\/person\/8ecfbd42c9c6d77d6c5e26518b9ff0ba"},"headline":"It\u2019s time to upgrade your innovations with the JTBD framework","datePublished":"2021-09-27T15:49:27+00:00","dateModified":"2021-10-25T13:02:02+00:00","mainEntityOfPage":{"@id":"https:\/\/brandgenetics.com\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/"},"wordCount":575,"commentCount":0,"image":{"@id":"https:\/\/brandgenetics.com\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/#primaryimage"},"thumbnailUrl":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2021\/09\/Blog-header.jpg","articleSection":["Uncategorised"],"inLanguage":"pt-BR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/brandgenetics.com\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/brandgenetics.com\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/","url":"https:\/\/brandgenetics.com\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/","name":"It\u2019s time to upgrade your innovations with the JTBD framework - Brand Genetics","isPartOf":{"@id":"https:\/\/brandgenetics.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/brandgenetics.com\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/#primaryimage"},"image":{"@id":"https:\/\/brandgenetics.com\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/#primaryimage"},"thumbnailUrl":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2021\/09\/Blog-header.jpg","datePublished":"2021-09-27T15:49:27+00:00","dateModified":"2021-10-25T13:02:02+00:00","author":{"@id":"https:\/\/brandgenetics.com\/#\/schema\/person\/8ecfbd42c9c6d77d6c5e26518b9ff0ba"},"breadcrumb":{"@id":"https:\/\/brandgenetics.com\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/#breadcrumb"},"inLanguage":"pt-BR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/brandgenetics.com\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/"]}]},{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/brandgenetics.com\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/#primaryimage","url":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2021\/09\/Blog-header.jpg","contentUrl":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2021\/09\/Blog-header.jpg","width":960,"height":356},{"@type":"BreadcrumbList","@id":"https:\/\/brandgenetics.com\/its-time-to-upgrade-your-innovations-with-the-jtbd-framework\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/brandgenetics.com\/"},{"@type":"ListItem","position":2,"name":"It\u2019s time to upgrade your innovations with the JTBD framework"}]},{"@type":"WebSite","@id":"https:\/\/brandgenetics.com\/#website","url":"https:\/\/brandgenetics.com\/","name":"Brand Genetics","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/brandgenetics.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"pt-BR"},{"@type":"Person","@id":"https:\/\/brandgenetics.com\/#\/schema\/person\/8ecfbd42c9c6d77d6c5e26518b9ff0ba","name":"Brand Genetics","image":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/secure.gravatar.com\/avatar\/8bd317a739f21d739a0d533e7e2f5eacc9f1539dd13ada4f19821bd89857384d?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/8bd317a739f21d739a0d533e7e2f5eacc9f1539dd13ada4f19821bd89857384d?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/8bd317a739f21d739a0d533e7e2f5eacc9f1539dd13ada4f19821bd89857384d?s=96&d=mm&r=g","caption":"Brand Genetics"},"sameAs":["http:\/\/brandgenetics.preview.uk.com"]}]}},"_links":{"self":[{"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/posts\/5489","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/comments?post=5489"}],"version-history":[{"count":6,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/posts\/5489\/revisions"}],"predecessor-version":[{"id":5521,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/posts\/5489\/revisions\/5521"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/media\/5490"}],"wp:attachment":[{"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/media?parent=5489"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/categories?post=5489"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/tags?post=5489"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}