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A deck of cards , based on Jobs To Be Done theory, to discover deep customer needs and enable innovation.
175 backers pledged £4,863 to help bring this project to life.

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£4,863

175

After being fully funded this project has moved to http://www.digitaljobstobedone.com

Here is the original Kickstarter story...

Every company wants to be more customer centric but how?

For the past five years I've been running workshops for companies big and small being disrupted by digital. All of them are looking to innovate; finding new ways to meet their customer needs through new services, business models and new products.

Jobs To Be Done

Three years ago I learned about Jobs To Be Done, a theory from Harvard Business School Professor Clayton Christensen that changed my thinking; instead of innovating around products or marketing, we could refocus our attention on real customer needs. And we could discover these needs by talking to customers.

I read everything I could online about the technique and particularly how to structure interviews and ask questions.

I tried out the technique with a series of clients and was amazed to discover that by talking directly to their customers we were able to identify a wide range of needs being addressed by the products and services they sold.

Learning to interview

I've now developed and tested a deck of cards to help others plan and run customer interviews.

There are 32 high quality cards in the deck each designed to help you learn to run better interviews. Each has a question on one side, a question name (to help you remember) and a helpful description of the reason behind the question, more examples or things to avoid.

The deck has been tested with both executives and students and everyone has encouraged me to get them professionally made so that they can have a copy.

I've been hand making decks for the last couple of months which turns out to be surprisingly expensive and very time consuming.

Four different ways to learn from the cards

Use the colour sequence (green cards, blue cards, orange cards...) to build up your interviewing skills: The green cards will give you the basics while later cards will allow deeper questioning as you become more confident.

Use the questions on the front of each card together with a customer to discuss when, where and why they bought a product or service; collaborate to discover the jobs they were getting done.

Use the reverse of the cards to plan an interview. Each card has a memorable name plus a description of a line of questioning. Work with the cards in front of you as you plan or conduct an interview.

Select the cards that help you most and view just the card names to remind yourself of the important points you must cover in an interview.

Why launch on Kickstarter?

This is a personal project and I don't have the personal resources to make hundreds of decks. But a bigger reason is to find others who think this is a useful way to teach people about JTBD. I'm looking for feedback and improvements both about the deck and about how it can be used as part of courses and training. Kickstarter seems like the best way to make the cards beautiful, affordable and available.

Risks and challenges

The risks are very low.

The deck is ready and has been through three iterations in order to reach this version. I will continue to run workshops over the funding period to improve the questions and particularly the instructions that accompany them.

I've prototyped the deck, printed it locally and cut out the cards. This is allowing me to fully test out how they look and feel. I'm working on the instruction cards that will come with the final set.

I've identified a printer who can make them to the standard I want and can get them shipped to you at a decent price internationally.

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  1. Select this reward

    Pledge £1 or more About US$ 2

    Supporter: a big thank you and invitation to the project discussion group to share ideas around teaching JTBD

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  2. Select this reward

    Pledge £10 or more About US$ 13

    Print your own: a PDF version of the cards that you can print and cut yourself plus membership of the discussion group.

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    44 backers
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  3. Select this reward

    Pledge £25 or more About US$ 32

    Student backer (NEW) - One pack: beautifully packaged and ready to use in interviews. Plus membership of the online discussion forum

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    Limited 39 backers
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  4. Select this reward

    Pledge £30 or more About US$ 38

    One pack: beautifully packaged and ready to use in your courses and interviews. Plus membership of the online discussion forum

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    47 backers
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  5. Select this reward

    Pledge £50 or more About US$ 63

    Two packs: Two copies of the deck beautifully packaged with instructions ready to use in your training plus membership of the online discussion group.

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    16 backers
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  6. Select this reward

    Pledge £100 or more About US$ 126

    Class deck - 5 packs with instructions and membership of discussion forum.

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    2 backers
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  7. Select this reward

    Pledge £200 or more About US$ 251

    One pack + individual training: Add an individual hour conference online video support (1 to 1, Hangouts, Skype etc) to a full deck of cards. Join the discussion too.

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  8. Reward no longer available

    Pledge £20 or more About US$ 26

    One pack (early bird): the first wave. Explore the deck and run your own workshops. Join the discussion and help train in your own world.

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    Reward no longer available 25 backers
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Funding period

- (30 days)