Would you buy a service where your needs weren’t being met? Your gut reaction is probably, “No. Why would I pay for a service that doesn’t meet my needs?” Yet the reality is, we do this every day. When was the last time you asked a vendor ‘Will you listen to my feedback in 6 months?’ or ‘Will you grow with my business?’

Why do you hire a service?

The question seems simple in theory. Let’s say you purchase budgeting software. What does this purchase mean to you and your business? What other services are you trying to replace? Are you using multiple solutions at present? One solution? No solutions?

At Keet, we care about extracting your actual need throughout our product development process. To do this, we utilize a concept known as Jobs to be Done. Jobs to be done is a tool used by some of the most innovative and disruptive organizations to better understand their users’ needs, feelings, and relationships with a service. You can often tell when a company thinks in this fashion because the end product will not only fulfill their customer’s need, but it may render their own product obsolete. These companies are also typically far more disruptive (shameless plug for our own Disruption Manifesto).

Using the Jobs to be Done framework moves us beyond merely improving current solutions to identifying why a customer is on the market in the first place. Let’s return to the example of budgeting software.

Traditional Approach

A traditional approach to development: what is your need today? Pay some bills, our software does that. Straight and to the point.

Jobs to be Done Approach:

The Jobs to be Done approach gives us a better view into your functional, emotional, and social needs ensuring we build the right solution the first time.

Why are you wanting to pay your bills on time? Oh because you’re looking to buy a house. So you’re worried about maintaining credit worthiness! What is your source of the downpayment? Investments? We should probably manage those too!

We were able to dive a layer deeper and uncover additional needs within the matter of a couple questions. The below mindmap illustrates how budgeting could branch off in a less than 5 minute conversation. Think where it could go in 30 minutes, an hour, or even a half day research session!

Jobs to be done example

How does this apply to our platform?

At Keet we strongly believe in the Jobs to be Done framework and ensuring you, our clients, have a voice in our development. I’ve spent the last 18 years managing products at companies big and small, from startups to enterprise level solutions including over ten years entrenched with healthcare solutions. Keet is different than any other company I’ve worked for. People here, even outside the product team, have a passion for understanding what jobs our clients need to accomplish.

Even more strongly, we understand the need to innovate and disrupt. It’s in our DNA. In a previous post, our GM Holly Taylor discussed the state of healthcare today. To recap: 10% of a patient’s total health is impacted by medical care. Yet the majority of product offerings cater to that market. Keet is here because we understand our clients (and you soon to be Keetians) and how important patient behavior change and population health management has become to your business’ bottom line in an era of increasing scrutiny to quantify how a patient has improved. This starts with keeping patients engaged and tracking their outcomes.

But that’s only the beginning. In 6 months we will be here, listening to your feedback, growing with your business, understanding what new job you have to be done. And that’s why we think of you as partners, not just customers.


About the author:

Michael Hughes is the Director of Product for Keet. Previously, he oversaw the development of Practice Management, Certified EHR, RCM, and patient engagement solutions for the Chiropractic, PT, OT, EMS, and ambulatory markets. He has also spent a number of years in project and product consulting for all size businesses. He has five overly energetic dogs who regularly put his sanity to the test.