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FIRST: PRINCIPLES - What Are Your Clients and Customers Hiring You For?

The "Jobs To Be Done" theory can not only help figure out our marketing, but why our business exists
FIRST: PRINCIPLES - What Are Your Clients and Customers Hiring You For?
The “Jobs To Be Done” theory can not only help figure out our marketing, but why our business exists in the first place.
*There’s an important note for readers of this newsletter after this week’s article, so be sure to read to the end…

Jobs To Be Done
A few months ago I listened to Clayton Christensen’s book How Will You Measure Your Life - a highly recommended read - and in it was one of the most eye-opening principles I’ve heard in a while.
He refers to the concept as Jobs To Be Done:
The theory of Jobs to Be Done is a framework for better understanding customer behavior. While conventional marketing focuses on market demographics or product attributes, Jobs Theory goes beyond superficial categories to expose the functional, social, and emotional dimensions that explain why customers make the choices they do. People don’t simply buy products or services; they pull them into their lives to make progress. We call this progress the “job” they are trying to get done, and understanding this opens a world of innovation possibilities.
He uses this framework in marketing, to give better context to why a customer or client might want to purchase something like your product or service. Specifically, to make progress.
If you know me, though, I love using tools or theories like this one to reverse engineer something even bigger.
In this case: why does your company even exist?

Reverse Engineering The Reason Your Business Exists
This is likely not something that artists or creatives have ever done. My hope is to not only show you how it can benefit you and your business, but inspire you to do this little thought exercise for your business.
Let’s look at an example - Craftsman Creative, the business associated with this newsletter.
When I created the website, before it was even a real “business”, I just wanted a place to sell the two courses that I wanted to create.
So I built a website - purchased the domain, found a platform that I liked, designed the landing page, filmed the courses, and uploaded them to the site.
Then the money came pouring in!… not exactly.
I had missed one important step - figuring out the job that people were hiring me for. What progress or outcomes they were trying to get by pulling my courses into their lives.
Lets try this again, but thinking of it within the framework of Jobs To Be Done:

Using The Framework To Align Your Business With Your Customer
Once I read the book and discovered this framework, I realized I had skipped that important step of making sure that my business was actually aligning with the progress people wanted to make.
That seemingly small shift made a huge difference.
Here’s how it went down, and how you can do the same for yourself:
First - ask, “what is it that my client or customer really wants. What outcome, or what progress are they hoping for?”
If you’re a musician, you have a few different clients. Venue owners who book you for shows. The fans who show up and want to see you play. What could they want, if you asked yourself that question?
Venue Owner:
  • to make money for the evening, ideally more than they spent putting on the show (engineer, front of house, rent, utilities, etc.)
  • to have the fans that are paying money to see the show have a great experience so that they’ll return and hopefully even spread the word about the venue - the good sound, the cool vibe, etc.
  • to discover or help new opening bands connect with a new audience?
  • to see their friends play a great show to a sold out crowd?
Lots of options there. Let’s look at the fans:
  • Entertainment, escapism, variety, fun
  • To get their hands on the brand new album or merch at the show
  • To be surprised, amazed, at the set or lighting design
  • to connect with friends and family at a cool place or event
  • to hear new music
  • to support you
  • to introduce you and your music to new people
  • to be able to say that they were there
What else could you add to the list, knowing your audience better than I do?
Now, the important question:
If those are the “jobs to be done” when it comes to you playing a show, and there is more that one client or customer that you’re trying to get a desired outcome for, how does that change the way you approach playing a show?
Does it change the way you promote it?
The way that you play?
The effort you put in to make it an amazing experience for everyone involved?
The Difference
Look at the difference between the way I initially went about starting Craftsman Creative, and the way that this hypothetical musician can now approach their next gig (whenever gigs are a thing again…)
In my example, it was all about “I” and “me”. What I wanted. How I wanted to build things. What I wanted to get out of it by building it.
Just by shifting the focus to others - the fans and the venue owner - that musician is going to experience way more success, not just for herself, but for the audience and the venue owner and everyone else involved.
The benefit for her is secondary, but arguably much greater than what I experienced in the early months of Craftsman Creative, building something just to get what I wanted.
Shift your focus using the jobs to be done framework and see how much easier your own progress becomes.

A quick note - after today’s issue, this newsletter is shifting to a membership model.
The first issue of each month is free for everyone to read, but the rest of the month’s issues will be for members only.
The good news, for you, is that you’ve been grandfathered in! You’ll get all new issues for free, forever, as long as you’re subscribed to the newsletter. That’s a simple way that I can say thank you for reading.
I’d love your help spreading the word for this newsletter. You can use the links/buttons below to share on Facebook and Twitter, and it would mean a ton for me if you’d share it.
But since that’s a me-focused reason for doing it, how about you share because of how great it feels to share something valuable with your friends. You know that feeling, right?
Or maybe because you know one or two people who are building something right now, and could use one principle a week in their inbox to help them through the process. That’s another “job to be done” reason for sharing…
Thanks for reading :)

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Daren Smith | Craftsman Creative

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