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New book: Intercom on Jobs-to-be-Done

Co-founder & Chief Strategy Officer, Intercom

Des Traynor

@destraynor

Today we launched our fourth book, Intercom on Jobs-to-be-Done.

It draws together some of the most valuable lessons we’ve learned from applying the Jobs-to-be-Done framework to our product, design and marketing over the past few years.

Despite being almost 30 years old, little has been written on applying Jobs-to-be-Done to software companies. There are multiple Clay Christensen talks, and we’ve highlighted the work of folks like Bob Moesta and Tony Ulwick in applying Jobs-to-be-Done to many different industries on our podcast, but it’s rare we get into software specifics.

The articles and talks usually relate to physical products – drills, milkshakes, mattresses, etc. We’re one of the very few companies we know to apply the framework to software products. Jobs-to-be-Done allowed us to better understand what needs customers addressed with Intercom, and how we could ultimately improve their experience. So we’ve consolidated our best thoughts and ideas into a book anyone who works in software will benefit from.

What’s inside the book?

This book isn’t a step-by-step guide to applying Jobs-to-be-Done. Like our previous books, we try not give you prescriptive advice with zero knowledge of your business. Instead, we’ve focused on hard-learned lessons that are timeless and universal.

So you’ll learn about:

  • how and why customers switch to and from your product
  • how to understand your product’s real competitors
  • how to define the scope of what your product does
  • how to identify the exact job your product does
  • Job Stories and their advantages compared to personas
  • applying Jobs-to-be-Done to research for software products

Get your copy here. And if you’ve similar lessons in applying Jobs-to-be-Done to your business, mail me – I’d love to hear about them.