Episode 10: Breaking JTBD, The Riddle

Today, we try to break jobs to be done. We prod it, push it, pull on it and generally try to exploit its weaknesses to see how it holds up. We will look at situations where JTBD seems to break down... situations where things people do are hard to explain from a jtbd perspective. We will talk about the role of emotion in people’s behaviour. In JTBD there is this notion of an emotional job which we will take apart.

 

This is part 1 – the riddle. Stay tuned for part 2 next week!

 

Referenced on the show:

Motivating Human Behavior, Ernest Dichter

Hooked, Nir Eyal