In our last blog we introduced the idea of  the Value Triad. This time we’ll begin to look at it in a little more detail. The first elements that we will look at are the Job To Be Done and the Effort involved.

Jobs To Be Done - Buying holes in the wall

Products and Services are all about fulfilling a purpose. We tend to like products more when they fulfil that purpose as simply as possible.

Sometimes the job to be done is different to what we might think. For example when most people buy a drill, what they are really buying is a hole in their wall: that is the job to be done, the big bit of plastic and metal they hold is simply how that job gets done. Other examples of this include cars that get you from a to b without breaking down, bread that makes good sandwiches, watches that keep good time and trains that arrive on schedule.

Key to getting this area right involves understanding what your customers are really using your service or product for, and whether it really fulfils those needs at the most basic level.

Effort – Taking the easy route

OK, so I want my new drill to do the job it’s supposed to do: drilling holes. However I want to expend the least possible effort to achieve this value. So a drill that is really intuitive to use will be of greater value. What about a drill that is delivered to my house rather than having to go out and pick it up? A very similar looking drill could achieve more value that way.

With this in mind, mistakes and problems can be seen as eroding value. The more I have to complain to get the level of service I’m looking for, then the lower my overall perception of value. So if we can be easy to do business with and make it easy to get the maximum value from our products and services, then our clients will be happier.

Customer Perception – Value is not fixed

The key lesson here is that a customer’s perception of value is not fixed at the point where they pay their money: it will be greatly affected by what happens when they get home. And their perception of value is what is going to affect whether and how they will recommend, advocate or participate with your brand.

In the next blog we will talk a little more about some of the other purposes that our purchases fulfil beyond the job to be done: e.g. more reasons why people buy drills, watches and cars.

 

Gareth English

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