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JTBD + OKRs: A Practical Guide for Customer-Focused Teams
- The article discusses the importance of focusing on customer jobs rather than building features customers may not need.
- It introduces the concept of Jobs-to-be-Done (JTBD) and Objectives and Key Results (OKRs) frameworks to achieve customer-centric outcomes.
- JTBD emphasizes understanding what progress customers seek in their lives, leading to building products based on desired outcomes.
- OKRs help in setting measurable targets with clear objectives and key results, focusing on outcomes rather than tasks.
- The article explains the synergy between JTBD and OKRs, where customer jobs inform goals that are tracked through measurable results.
- Practical steps are provided to uncover customer jobs through timeline interviews, mapping their decision journey, and defining desired outcomes.
- The process involves creating a customer-centric vision, selecting key outcomes, turning outcomes into objectives, defining measurable key results, and tracking progress.
- Common pitfalls to avoid include leading questions in JTBD interviews and task-based key results in OKRs.
- Real-world examples demonstrate how companies transformed their products using JTBD and OKRs, focusing on customer-centric outcomes.
- The mindset shift from outputs to outcomes is emphasized, where customer success and progress are prioritized over technical features.
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