Job Stories
By applying the “situation/motivation/expected outcome” phrasing, you have just created a “Job Story”. We use the method of “Job Stories” or “Jobs to be Done” to understand the possible motives behind people’s actions. In everyone’s life, there are many jobs to be done: Passing the time while waiting in a queue, finding our way around in a city, having healthy food for dinner. We often “hire” products, services or even workarounds to do these jobs, and we might also “fire” them again if they do the job badly. The “Job Story” formulation helps us to understand that people do not use a certain product for the product’s sake, but because of a certain motivation that can tell us much more about their needs.
If you would like to read more about the background and origin of the “Job Story” method, click here. Otherwise, go to the next step in which we ask you to apply what you learned to your own context with the help of an assignment.