WEBVTT NOTE This file was generated by Descript 00:00:03.639 --> 00:00:09.180 To give you an illustration of how we developed this in a deeper 00:00:09.180 --> 00:00:13.849 way, Um, McDonald's approached us. 00:00:14.099 --> 00:00:18.139 Um, and McDonald's is a very sophisticated marketing company. 00:00:19.119 --> 00:00:21.879 And, uh, they have data up the kazoo. 00:00:21.880 --> 00:00:29.335 And, uh, they decided that they needed to Innovate in their milkshake product line 00:00:29.335 --> 00:00:31.585 so that more people will buy milkshakes. 00:00:32.754 --> 00:00:43.135 And, uh, they had data that allowed them to, to draw a quintessential customer 00:00:43.225 --> 00:00:46.585 of milkshakes, milkshake, uh, customers. 00:00:47.425 --> 00:00:50.390 And, uh, they then would identify. 00:00:51.030 --> 00:00:56.760 This profile of a milkshake customer, uh, it turns out I fit that profile very well. 00:00:57.620 --> 00:01:03.659 They would then invite people who hit the profile into conference rooms and 00:01:03.660 --> 00:01:08.349 they'd ask them questions, trying to understand how could we improve the 00:01:08.350 --> 00:01:10.130 milkshake so you'll buy more of them. 00:01:10.870 --> 00:01:13.680 And they'd get very feel, very clear feedback. 00:01:14.110 --> 00:01:18.650 They would then improve the milkshake on those dimensions of performance and 00:01:18.650 --> 00:01:20.960 it had no impact on sales or profits. 00:01:22.910 --> 00:01:29.510 So we invited ourselves and they agreed that we could try to 00:01:29.510 --> 00:01:31.480 approach it in a very different way. 00:01:32.160 --> 00:01:39.380 And that is, you know, there's a job out there somewhere that arises 00:01:39.380 --> 00:01:44.650 in people's life on occasion that causes them to need to abide. 00:01:45.220 --> 00:01:46.149 A milkshake. 00:01:47.289 --> 00:01:53.750 And we need to understand what the job is that causes people to buy a milkshake. 00:01:55.320 --> 00:02:00.940 And so, one of our colleagues stood in a McDonald's restaurant for 18 hours one 00:02:00.940 --> 00:02:04.119 day and just took very careful notes. 00:02:04.595 --> 00:02:06.705 On what time did he buy the milkshake? 00:02:07.475 --> 00:02:08.834 Uh, what was he wearing? 00:02:09.235 --> 00:02:11.025 Was he alone or with other people? 00:02:11.715 --> 00:02:14.665 Did he buy other food with it or just the milkshake? 00:02:15.145 --> 00:02:19.825 And did he eat it in the restaurant or did he go off in the car and take off? 00:02:20.804 --> 00:02:26.474 It turned out that about half of the milkshakes were sold before 8. 00:02:26.475 --> 00:02:27.785 30 in the morning. 00:02:28.755 --> 00:02:30.394 It was the only thing they bought. 00:02:30.484 --> 00:02:31.704 They were always alone. 00:02:32.070 --> 00:02:34.650 And they always got in the car and drove off with it. 00:02:35.929 --> 00:02:43.049 So we came the next morning and confronted and positioned ourselves outside the 00:02:43.049 --> 00:02:47.259 restaurant so that we could confront these people as they were emerging with their 00:02:47.259 --> 00:02:51.280 milkshake and in language that they could. 00:02:51.480 --> 00:02:52.980 I better understand. 00:02:52.990 --> 00:03:00.439 We asked them, excuse me, you're creating real trouble for me because I, can you 00:03:00.439 --> 00:03:04.739 explain what job arose in your life that caused you to come here at 6. 00:03:04.739 --> 00:03:08.849 30 in the morning to hire a milkshake to get this, what's the job to be done here? 00:03:09.269 --> 00:03:12.020 As they would struggle to answer why they came at 6. 00:03:12.020 --> 00:03:17.979 30, we'd ask them to step back a minute and think about why they came. 00:03:17.980 --> 00:03:23.769 The last situation in which you were, you had the same situation needing to get 00:03:23.769 --> 00:03:28.280 the same job done, but you didn't come here to hire a milkshake from McDonald's. 00:03:28.649 --> 00:03:30.699 What did you hire to get the job done? 00:03:31.320 --> 00:03:37.870 And one guy said, yeah, I hire donuts to do the job, but I can never hire just one. 00:03:38.690 --> 00:03:42.519 And another guy said, I do bagels, you know, but boy, 00:03:42.519 --> 00:03:44.299 they're dry and they're tasteless. 00:03:44.880 --> 00:03:48.339 And so I have to put graham cheese on and. 00:03:48.499 --> 00:03:52.480 And steer the car with my knees while I'm putting cream cheese on 00:03:53.059 --> 00:03:57.970 and it turns out one of them said, you know, I hired a Snickers bar to 00:03:57.970 --> 00:04:00.209 do the job, but I felt so guilty. 00:04:00.359 --> 00:04:02.070 I've never hired Snickers again. 00:04:02.140 --> 00:04:04.630 And one guy said, you know, I never thought about it before 00:04:04.630 --> 00:04:08.920 but last Friday I hired a banana to do the job, but it didn't do. 00:04:09.565 --> 00:04:11.864 It doesn't do the job very well at all. 00:04:12.605 --> 00:04:16.945 You, it's, it's, uh, you finish it in less than a minute. 00:04:17.584 --> 00:04:23.174 But let me tell you, when I go to McDonald's, it is so viscous. 00:04:23.925 --> 00:04:29.255 I can, it takes me about 23 minutes to suck it up that thin little straw. 00:04:30.585 --> 00:04:33.104 And I don't care what the ingredients are. 00:04:33.114 --> 00:04:36.594 All I know is that when 10 o'clock comes, I'm still full. 00:04:37.125 --> 00:04:40.104 And the job that all of these people were trying to get. 00:04:40.105 --> 00:04:45.115 was I have a long and boring drive to work. 00:04:46.195 --> 00:04:50.295 And I needed something that would just keep me engaged with 00:04:50.305 --> 00:04:52.695 life while I'm driving the car. 00:04:53.765 --> 00:04:54.664 I'm not hungry yet. 00:04:55.344 --> 00:04:57.765 But I know I'll be hungry by 10 o'clock. 00:04:58.325 --> 00:05:03.885 So I also, Part of the job is, I need something to eat that would keep 00:05:03.895 --> 00:05:07.475 myself full when 10 o'clock happens. 00:05:08.065 --> 00:05:12.635 And that's the job that they're hiring the milkshake to do. 00:05:12.765 --> 00:05:15.304 That is, they have a long and boring drive to work. 00:05:15.615 --> 00:05:22.005 And they needed to add dimensions of it to keep them engaged with life. 00:05:22.935 --> 00:05:24.725 And from the customer's point of view, 00:05:27.060 --> 00:05:32.000 The milkshake does the job better than any of the competitors. 00:05:33.210 --> 00:05:39.660 And the competitors, from the customer's point of view, are not just in the product 00:05:39.700 --> 00:05:45.679 category, but they draw from bananas and donuts and bagels, as I mentioned. 00:05:46.799 --> 00:05:52.410 And so, When you think about how big the job is, you have to look 00:05:52.410 --> 00:05:57.329 at who the real competitors are from the customer's point of view. 00:05:57.939 --> 00:06:00.290 And they come from very different categories. 00:06:00.870 --> 00:06:02.580 How big is the market for milkshakes? 00:06:04.249 --> 00:06:05.410 It's a serious question. 00:06:06.270 --> 00:06:07.590 Well, you know, who knows? 00:06:08.310 --> 00:06:14.550 But, um, the, the size of the milkshake just isn't the sum of the milkshakes 00:06:14.555 --> 00:06:19.050 of Burger King, Wendy's and McDonald's milkshakes, but it includes from 00:06:19.055 --> 00:06:23.100 the customer's point of view, all of those other attributes of, uh. 00:06:24.200 --> 00:06:28.610 Bananas, donuts, bagels, Snickers bars, and when they implemented this 00:06:28.650 --> 00:06:33.380 insight in the portions of America where they developed it, it turned 00:06:33.380 --> 00:06:39.140 out to be seven, seven times bigger than they had thought when it was 00:06:39.140 --> 00:06:42.480 marketed only by the attributes. 00:06:43.830 --> 00:06:47.740 And, uh, most markets are characterized that way. 00:06:47.789 --> 00:06:53.449 There, there is a lot of non consumption, and you can understand how to improve it. 00:06:53.539 --> 00:06:56.659 But only if you understand the job to be done.