Jay Haynes

Founder & CEO of thrv. Jobs-to-be-Done Equity Value Creation.

[Jay Haynes @jayhaynes]

Overall:

The easier your product is to use, the more customers stick (and spend).

Want to reduce churn?

Start by finding WHERE people struggle most.

[Jay Haynes @jayhaynes]

Why do low-effort experiences create loyal customers (and more revenue)?

Here’s what most teams miss 🧵

[Jay Haynes @jayhaynes]

That’s what a low CES does:

✅ Builds trust

✅ Increases retention

✅ Drives revenue

[Jay Haynes @jayhaynes]

Traditional CES asks:

“How easy was it to use our product today?”

JTBD-centric CES attribution instead asks:

“How easy was it to complete this job step?”

Measuring effort at the job step level reveals the true friction points in your product.

[Jay Haynes @jayhaynes]

How do you maintain service quality while reducing customer effort?

By designing systems where quality = effortless completion.

Netflix shows it’s about algorithms + infrastructure that remove friction.

[Jay Haynes @jayhaynes]

Steve Jobs isolated the iPhone team from the iPod team. They didn't even know it existed.

Why? Cultural contamination kills innovation.

The iPhone destroyed the iPod — 50% of Apple's revenue — and replaced it with something far bigger.

That's corporate venturing.

[Jay Haynes @jayhaynes]

The hardest part of reducing effort isn’t design, it’s transition.

Systematic implementation ensures customers feel empowered as jobs evolve from high-effort to low-effort completion.

[Jay Haynes @jayhaynes]

A marketing director isn’t buying analytics software for its dashboards.

They’re hiring it to help evaluate campaign performance across channels so they can make smarter budget decisions.

That’s the real job to be done.

[Jay Haynes @jayhaynes]

Internal teams are trapped.

Investors want growth. But existing people, processes, and tech are set up for a totally different thing.

Now you need change management — while keeping the business running.

That's why most corporate innovation fails.

[Jay Haynes @jayhaynes]

Markets defined by demographics or product categories are volatile.

A market defined by a Job to be Done is stable.

That stability lets companies create equity value for the long term.

[Jay Haynes @jayhaynes]

How does AI accelerate JTBD implementation?

It speeds up the process of spotting friction in the customer journey.

AI finds the highest-effort steps quickly, so teams can reduce effort where it matters most.

[Jay Haynes @jayhaynes]

You can't just add AI to your existing product and call it innovation.

A company free from legacy people, processes, and tech will always outpace you.

The real question: Are you willing to build something that destroys what you have?

[Jay Haynes @jayhaynes]

Traditional product metrics focus on product activity.

JTBD success metrics focus on job success.

That distinction determines whether you’re tracking engagement, or value.

[Jay Haynes @jayhaynes]

This structured approach connects deep customer understanding to:

✔️ A clear, actionable growth strategy

✔️ Long-term equity value

Scaling doesn’t have to mean chaos.

With JTBD, it becomes systematic.

[Jay Haynes @jayhaynes]

Scaling isn’t about moving faster.

It’s about moving systematically.

Here’s our Playbook for Scaling Operations using JTBD👇

[Jay Haynes @jayhaynes]

Step 4: Choose Your Growth Strategy

Based on unmet needs + market context, choose 1 of 4 paths:

- Differentiated → do the job faster
- Dominant → complete the entire job on one platform
- Disruptive → make the job simpler for new segments
- Discrete → perfect a single step