breakthrough innovation with jobs to be done
TRANSCRIPT
written, illustrated and performed by
Claudio Perrone
agilesensei.com popcornflow.com
a3thinker.com
Jobs to
be done
@agilesensei
Breakthrough Innovation
with
“How do you create customer value?”
Through the development of people
Attend to folks’ needs
Listen to the “Voice of the Customer”
Get out of the building
Just do it
Growth hack it
Operational excellence is not enough
Customer
12 min
16.5 min
73%
5.5 min 0.5 min 1.0 min 5.0 min
2.0 min 0.5 min 2.0 min
Value Adding Time (VAT)
Non VAT Proc. Lead Time::
Total Cycle Time:
Proc. Efficiency:
No matter how hard we try, We are still wide open to disruption
faster
cheaper
better quality
(incrementally) innovative
Customer
“Different” Competition
the Traditional approaches are not that effective
we have one fundamental assumption
Customers don’t know what they want!
In fact, customers usually know what they want to accomplish…
I want faster horses!
…but express their needs through the solutions and ideas they can see today.
What causes people to buy?
They “hire” a product or service to get the job done.
Prof Clayton Christensen
People encounter situations that drive the need to accomplish a job.
The job – not the customer – is the fundamental unit of analysis.
Pull of the new solution
4 forces affect purchasing decisions
Push of the situation
Drive FORWARD New way
Habit of the present
Anxiety of the new choice
Hold back Business as usual
Based on the work Of the re-wired group
(jobstobedone.org)
#JTBD
Forces evolve over time Based on the work
Of the re-wired group (jobstobedone.org)
#JTBD
First Thought
Passive Looking
Active Looking
Deciding
Consuming Satisfaction
“Finished” or Experienced
Event #1
Event #2
Buying
Or
Bob Moesta The Re-‐Wired Group
We only talk to people who have bought because embedded in their choice set is the value code of what they are willing to switch from and to.
How do we capture it?
First Thought
Active Looking Deciding
Buying
Consuming
Event #1 Event #2 “Finished” or Experienced
Satisfaction Passive Looking
Climax (and Hook)
Moment of struggle
Time bomb Inciting
incident
Resolution Documentary: “The Switch”
(Yep, I’m working on it. Stay tuned.)
Anthony Ulwick Strategyn
Before you can determine what solutions they’ll want, figure out: • What jobs customers want to get
done • What metrics they use to define
the successful execution of a job
Can we go even further?
Anatomy of a story
As a mobile user, I want a longer antenna so that I can have a better reception
I want to minimise the likelihood that the conversation drops
Context, situation, job, or job step
Outcome, need, or measure of improvement
Warning: early assumptions
V.S.
When I’m calling a friend
User story
Job story/outcome
Job Stories Selected Options Product Backlog (User stories) 2
One does not replace the other! jobs stories (problem space) lead to user stories (solution space).
Are you competing like any other product in a pharmacy shelf?
Disrupt or die
Claudio Perrone
[email protected] @agilesensei
Next is now
agilesensei.com popcornflow.com
a3thinker.com