Qual é o JTBD?

Costumo usar esta figura

para tentar introduzir o conceito de Job-to-be-done. Não basta dizer calçado de senhora, não basta pensar num agasalho para os pés, é preciso acrescentar o contexto em que será utilizado, o serviço que se pretende que realize em cada situação.

"Take the case of boutique gyms that charge close to $500 per month when you can sign up for most gyms for $30-$50 a month. In fact you can get an year worth of membership for less than one third of what you for a month at boutique gym. But customers are flocking to the boutique gyms, happily paying far more than what they used to pay (take that reference price). Market research says of the 54 million members of fitness facilities, 42% use boutique gyms paying premium prices. That number is nearly double of what it was the previous year.
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What happened to market deciding prices? How do you get customers to pay more for what they can get for free or cheap?
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It starts with segmentation and ends with product positioning. The target segment clearly has not only willingness to pay but also enough wherewithal to pay. The goal is not market share although that could come later. The goal is give the target customers an excuse to pay their premium prices, willingly.
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if you position your new product – the boutique gym – purely for fitness the price you can charge for it is determined by the price of alternatives available to the customer.
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On the other hand if you expand the job to be done beyond fitness – more like make fitness as included freebie while you focus on higher order jobs the alternatives shift and hence the price points shift.
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If the job to be done is therapy or a social outlet the alternatives are prices are much higher price point than just gym membership. The visit to gym becomes more than aboring routing, it is an experience that creates sense of belonging. So the boutique gyms get to signal the higher price point and set a price just low enough below the alternatives to get customers to pay.
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Market does set prices for alternatives. But you get to choose which alternatives you want to be compared against by positioning your product for the right customer job to be done."

Isto faz-me recordar o termo "breakaway brand" ... outra vez, o valor não está nas coisas, está dentro de nós, na nossa pessoal e subjectiva escala de valores.
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Trechos retirados de "How Product Positioning Helps Set its Price and Define Competition"