In the competitive world of product development, launching a successful product is a formidable challenge, as evidenced by numerous historical failures across various industries.  On August 28, 2024, we were very fortunate to bring Massimo Arrigoni, CEO of BeeFree, to present at CEO Works Luncheon. His presentation dissected the underlying reasons why products often fail, drawing insights from a recent talk by a seasoned product expert. By examining case studies and leveraging the "Jobs to be Done" framework, we can better understand how to build products that resonate with consumers and avoid common pitfalls.

Massimo, a veteran in the fields of email marketing and e-commerce, highlighted that many products fail despite substantial resources and research. This paradox can be attributed to a fundamental disconnect between the product and the actual needs of the consumer. Companies often focus on innovative solutions without fully understanding the problems they aim to solve. This misalignment leads to products that, while potentially groundbreaking, do not address a significant enough pain point for consumers to switch from their current solutions.

Several case studies illustrate this phenomenon. For instance, the Microsoft Zune, launched to compete with Apple's iPod, failed despite considerable investment and effort. The Zune did not offer a compelling reason for consumers to abandon their iPods, which had already become a cultural icon. Similarly, Google's attempt to introduce Google Glass as a consumer product faltered because users could not identify a clear, compelling use case that justified the high price.

The "Jobs to be Done" framework provides a valuable lens through which we can analyze these failures. This approach shifts the focus from the product itself to the tasks or "jobs" that consumers are trying to accomplish. By understanding the specific progress that consumers seek to make in their lives, product developers can create solutions that more effectively meet those needs. For example, a car could serve various "jobs" such as transportation, entertainment, or even as a status symbol, depending on the user's context and goals.

An illustrative example of this framework in action is the case of mobile wallets. Despite the technology being available for years, adoption was slow until the COVID-19 pandemic created a compelling need for touchless payments. This shift in consumer priorities underscores the importance of context and timing in product adoption. The same principle applied to the success of the Starbucks payment app, which offered tangible benefits like earning free coffee, thus addressing a clear consumer desire for rewards and convenience.

Massimo also emphasized the importance of understanding the forces at play in consumer decision-making, categorized into push, pull, anxiety, and habits. For instance, in the case of a bike rack purchase discussed during the talk, factors such as the inconvenience of transporting bikes inside a new car (push), the promise of a better biking experience (pull), concerns about product reliability (anxiety), and existing habits all influenced the final decision. By mapping these forces, companies can better tailor their strategies to address consumer concerns and motivations.

Ultimately, the key takeaway is that successful product development requires a deep understanding of the consumer's context and needs. By adopting a customer-centric approach and leveraging frameworks like "Jobs to be Done," companies can create products that not only innovate but also serve a clear and compelling purpose in the lives of their users. This alignment between product and consumer need is what differentiates a market success from a cautionary tale of failure.

Access to Massimo’s presentations slides: HERE

Additional Resources
The Ultimate Guide to JTBD with Bob Moesta (co-creator of the framework) | Article & Podcast | Lenny’s newsletter | Lenny Rachitsky | Aug 2023

Know your customers’ Jobs To Be Done | Article | Harvard Business Review, Sep 2016 | Clayton M. Christensen, Taddy Hall, Karen Dillon, David S. Duncan

When coffee and kale compete | Book, 2018 | Alan Klement

Competing Against Luck: The Story of Innovation and Customer Choice | Book, Oct 2016 | Clayton M. Christensen, David S Duncan, Karen Dillon, and Taddy Hall

Intercom on Jobs-To-Be-Done | Free eBook, Jun 2016 | Des Traynor, Paul Adams, Emma Meehan, Geoffrey Keating

The Jobs-To-Be-Done Handbook: Practical techniques for improving your application of Jobs-To-Be-Done | Book, 2014 | Chris Spiek, Bob Moesta

JobsToBeDone.org | Resources, articles, etc. | Bob Moesta, Chris Spiek
JTBD.info| Resources, articles, ebooks, etc. | Alan Klement