If you haven't already, take a look at the Cicret Bracelet video. In just over two years, it has over 25 million views on YouTube. It's a water-resistant bracelet that projects your smartphone's screen onto your arm. Advertised as a "tablet for your skin," the not yet released Cicret Bracelet is clearly garnering attention.
But will people buy a Cicret once it's launched? In other words, will sales grow as fast as their YouTube views?
In order to answer such questions at thrv, we use Jobs-to-be-Done, a product innovation theory popularized by Clay Christensen of Harvard Business School. The key idea is, "Your customers aren't buying your product, they are hiring it to get a job done."
The question that leads to understanding Cicret's potential is, "What job would you hire the Cicret Bracelet to do?"
According to the product video, the answer is interface with your smartphone.
Purchases occur when people struggle with getting a job done. Does anyone struggle enough with interfacing with their smartphone to buy a new product? In other words, are there unmet needs in this job?
Cicret's product video opens with someone using the Bracelet in the bath tub. This speaks directly to the unmet need on which Cicret should focus its marketing message in order to realize high-growth sales: reduce the likelihood that the conditions of your environment prevent you from using your smartphone.
In order to sustain its growth, Cicret will need to take a lesson from Salesforce and expand beyond satisfying needs in a consumption job to getting their customers' functional jobs done better.
Wait! What are consumption jobs and functional jobs?
Consumption jobs are the tasks required to use a product.
For instance, to "consume" a smartphone, you have to:
- Purchase it
- Set it up
- Learn to use it
- Interface with it
- Maintain it
These are all "consumption jobs." They are important, and companies have seen rapid growth by making progress against them. However, consuming a product is always in service to some larger goal a.k.a. "a functional job."
Functional jobs are the key goals that a person needs to accomplish in their personal or professional lives. Examples are:
- Acquire customers
- Reach a destination on time
- Sell a used car
- Curate music
- Enable secure data use
- Restore artery blood flow
Markets exist because people need to execute functional jobs.
Even though Cicret will eventually want to focus on helping its customers achieve functional jobs, the company can get fast initial growth by serving an unmet need in the consumption job. Cicret can then use their momentum and resources to find new ways to satisfy customer needs in the functional job better than the existing solutions.
Salesforce is a great example of a company that went to market with a focus on serving needs in a consumption job. As the first cloud CRM, it didn't require an on-premise installation. Salesforce got the "install" consumption job done far better than its competitors.
On-premise software installations were slow and expensive. To "install" Salesforce, its customers just had to create an account on a web site. The Salesforce "installation" took minutes, blazingly fast in comparison to the days or weeks it took to install their competitors' software.
Salesforce made this advantage a central part of their marketing, calling for "the end of software" and making "no software" a key part of their logo.
In the process, Salesforce enjoyed hockey stick growth and invested the proceeds in getting the functional jobs ("acquire customers" and "retain customers") done better than their competitors by adding key functionality through product development and acquisitions.
Cicret can follow the Salesforce playbook by focusing its launch message on the needs in the "interface" consumption job, rather than its novel product features ("tablet for your skin"). If it works, they can follow-up on their early success by investing in satisfying unmet needs in the functional jobs.
How does knowing the job and needs help Cicret with marketing?
Philip Kotler, a marketing expert at Northwestern University's Kellogg School of Management says, "Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit."
This advice is really helpful if we understand what a customer need is and have agreement across the organization.
What is a customer need? Do your colleagues at your company agree on your customers' needs?
Jobs-to-be-Done defines a need as "a metric customers use to judge how quickly and accurately they can execute a job." We structure each need with a direction, metric, and goal. To identify them, we interview people who are trying to execute the job, asking, "What's difficult, frustrating and time-consuming about executing the job?" This definition, structure, and method for identifying needs gives teams an unambiguous, measurable problem statement around which everyone can align.
What need does Cicret serve?
We can articulate the key need the Cicret Bracelet solves as:
"Reduce the likelihood that the conditions of your environment prevent you from using your phone."
This is a need in the consumption job "interface with a smartphone," and the Cicret Bracelet does it better than any other product so far.
The bath tub shot at the beginning of Cicret's video positions their product as serving this need. If the marketing continues in this vein, it could achieve high-growth at launch.
How does the Cicret reduce the likelihood that the conditions of your environment prevent you from using the hardware? Consider these situations:
- You're playing basketball and the phone is next to your gym bag. You're waiting on an important email, but instead of running over to your bag to check your phone, you can bring the screen up on your arm during downtime on the court.
- Your cycling to an unfamiliar destination, which means you need the help of a navigation app. It's inconvenient and unsafe to pull out your phone, but the Cicret Bracelet allows you to glance down at your arm each time you need to check directions.
- You've just arrived at a concert. You're looking for a friend, but it's crowded and you don't want to drop your phone on the ground when there's a human stampede around you. Simply text your friend right on your arm with the Cicret bracelet.
- You're eating chicken wings, and your hands are covered in sauce. Use the Cicret rather than getting your phone greasy.
All of these images can deliver the message of how Cicret satisfies a customer need.
How does Cicret beat the competition?
In tackling this unmet need Cicret goes head-to-head with smartwatches, which also reduce the likelihood that the conditions of your environment prevent you from using your phone. Smartwatches have been struggling to sustain growth as most have failed to move beyond the novelty phase.
Cicret's marketing can speak to how its larger display and waterproof design serve needs in the job better than a smartwatch. Meeting a need better than your competition drives growth.
Cicret has an opportunity to outpace smartwatches by demonstrating how interfacing with your smartphone is easier with a Bracelet than it is with a smartwatch.
Meanwhile, Cicret will need to keep their attention on Garmin and Apple as they develop fitness trackers and health apps that depend on smartwatches. This work leads the way to smartwatches getting functional jobs done. If Cicret fails to get functional jobs done better, instead of following Salesforce's path, they will fall far behind the competition.
Marketing to an unmet need in a consumption job can resonate with customers and help companies get off to a great start. It is then critical to invest in the functional job to have a long-lasting business.