When Coffee and Kale Compete

A Job to be Done is the process a consumer goes through whenever she aims to transform her existing life-situation into a preferred one, but cannot because there are constraints that stop her. When Coffee and Kale Compete by Alan Klement helps you become better at creating and selling products that people will buy. Your joy at work will grow. You will know how to help companies increase profits, reduce waste, and remain competitive. In doing so, you will help economies prosper, and help provide stable jobs for employees and the families that depend on them. Top entrepreneurs, business owners, and Alan himself share their experiences of how they used Job to be Done to help them create successful products. Alan not only relates success stories but also gives examples of products and companies that failed. The experiences of others will help you make the best choices for your own company or the company where you work. You will also learn how to analyze the competition and make customers notice your product. The knowledge in this book will help you boost growth for your product and business.

Table of Contents

1 Challenges, Hope, and Progress

2 What is a Job to be Done (JTBD)?

3 What Are the Principles of Customer Jobs?

4 Case Study: Dan and Clarity

5 Case Study: Anthony and Form Theatricals

6 Case Study: Morgan and YourGrocer

7 The Forces of Progress

8 When You Define Competition Wrong

9 Case Study: Omer and Transcendent Endeavors

10 Case Study: Justin and Product People Club

11 Case Study: Ash and Lean Stack

12 The System of Progress

13 Innovation and the System of Progress

14 How Might We Describe a Job to be Done?

15 Get Started Today

16 Appendix: Know the Two — Very — Different Interpretations of Jobs to be Done

17 Appendix: A Summary of Customer Jobs

18 Appendix: Summary of Putting Customer Jobs to Work

About the Author

Alan Klement helps teams and individuals become great at making and selling products that people will buy. His own experience as a successful innovator and entrepreneur are what make him effective at helping others. He has applied successfully Jobs to be Done theory to his own businesses, and has helped many others do the same.