Hey thank you for catching that. Just linked the video, its actually Ryan Singer retelling Bob Moesta's case study.
This is very very common. In Jobs-to-be-Done (JTBD) world, you define a products competitive set by the job people hire products for, rather than the product category itself. Here some examples.
You might think coffee competes with other energy drinks or tea but for certain JTBD it competes with a gym. During research I did for a gym network product, we learned that people go the gym in the morning for a burst of energy before work. It was also helping them gear up for the upcoming work day. But when the gym was not longer an option for people, maybe the gym closed, the person got injured or they traveled for work and couldn't find gym; many of them substituted the gym for a coffee run because it provided them the morning energy burst and "gearing up" before work they needed.
A very famous example from Clayton Christensen is talking about how Milkshakes competed with bagels, doughnuts and bananas. He learned that people often bought milkshakes because they had long and boring commute to work in the morning. The competitive set for this JTBD was often bagels, doughnuts, bananas or milkshaked.
Often people don't even hire products, they hire workarounds, cobbled up solutions, stretching a product to do more than it should, or they have compensating behaviors, meaning finding ways to deal with the struggle.
Theres a whole lot of examples around this, Alan Klement wrote a book called "When Coffee and Kale Compete" that touches on this topic. Alan Klement has talked about how the gyms and working out often competes with alcohol and junk food. When people hire either of these as a way to decompress after a long stressful workday they end up being in the same competitive set.
The Bob Moesta lecture is not linked.
How would this translate to other industries? Booking flights for instance? Or McDonald's vs Burger King?
Hey thank you for catching that. Just linked the video, its actually Ryan Singer retelling Bob Moesta's case study.
This is very very common. In Jobs-to-be-Done (JTBD) world, you define a products competitive set by the job people hire products for, rather than the product category itself. Here some examples.
You might think coffee competes with other energy drinks or tea but for certain JTBD it competes with a gym. During research I did for a gym network product, we learned that people go the gym in the morning for a burst of energy before work. It was also helping them gear up for the upcoming work day. But when the gym was not longer an option for people, maybe the gym closed, the person got injured or they traveled for work and couldn't find gym; many of them substituted the gym for a coffee run because it provided them the morning energy burst and "gearing up" before work they needed.
A very famous example from Clayton Christensen is talking about how Milkshakes competed with bagels, doughnuts and bananas. He learned that people often bought milkshakes because they had long and boring commute to work in the morning. The competitive set for this JTBD was often bagels, doughnuts, bananas or milkshaked.
Often people don't even hire products, they hire workarounds, cobbled up solutions, stretching a product to do more than it should, or they have compensating behaviors, meaning finding ways to deal with the struggle.
Theres a whole lot of examples around this, Alan Klement wrote a book called "When Coffee and Kale Compete" that touches on this topic. Alan Klement has talked about how the gyms and working out often competes with alcohol and junk food. When people hire either of these as a way to decompress after a long stressful workday they end up being in the same competitive set.
Hope this helps!