Breakthrough Innovation with Jobs To Be Done

written, illustrated and performed by

Claudio Perrone

agilesensei.com popcornflow.com

a3thinker.com

Jobs to

be done

@agilesensei

Breakthrough Innovation

with

[email protected]  

“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