Business Model Innovation via JTBD Methodology

JOB TO BE DONE My Learning on Business Model Innovation

1 Twitter: @pralabhverma; Mail: [email protected]

Date: 23 – 08 – 2013

CONTENTS


PRINCIPLES OF IDENTIFYING THE JOBS

WHAT “JOBS” PHILOSOPHY IS ALL ABOUT

People don't want to buy

a quarter-inch drill. They

want a quarter-inch hole!

- Theodore Levitt

A JOB IS A HIGHER PURPOSE FOR WHICH A CUSTOMER BUYS PRODUCTS,

SERVICES AND SOLUTIONS


PRODUCT VIEW

ASKING "WHAT JOB IS THE CUSTOMER TRYING TO GET DONE” CAN BE

POWERFUL WAY TO FIND NOVEL SOLUTIONS

4

DEMOGRAPHIC VIEW JOBS TO BE DONE

VIEW

• Provide nutrition in between meal time

• Milkshake for SEC A 25-35 years old living in urban area

• Make my commute to office entertaining

• Build image of a loving parent

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• Provide nutrition in between meal time

FUNCTIONAL

JOBS CAN BE FUNCTIONAL, EMOTIONAL OR SOCIAL

5

EMOTIONAL SOCIAL • Make my commute to office

entertaining • Build image of a loving

parent


WHILE JOBS REMAIN SAME OVER A LONG PERIOD OF TIME, SOLUTIONS

CHANGE

6

JOB: PROVIDE INFORMATION ABOUT BATTLE SCENE TO COMMAND HQ

420 BC 2013

MARATHON MODERN ERA


CONTEXTUAL CLARIFICATION OBJECT OF ACTION ACTION VERB

JOB IS A “PROBLEM” FACED BY A CONSUMER/CUSTOMER IN A

PARTICULAR “CONTEXT”

7

Build… image of… a loving parent

Provide… nutrition… in between meal time

Make… my commute… to office entertaining

1 2 3


CONTENTS

8

PRINCIPLES OF IDENTIFYING THE JOBS

WHAT “JOBS” PHILOSOPHY IS ALL ABOUT


TAKE “CONSUMER-IS-THE-BOSS” APPROACH

9

“We have one and only one boss that matters… that’s the consumer”

-AG Lafley (Chairman & CEO P&G)


1

WATCH THE CONSUMER WHEN THEY ENCOUNTER THE PROBLEM

AND HOW THEY ARE TRYING TO SOLVE THE PROBLEM

10

Technique 1 – Customer Activity Cycle


2

A B C

Technique 2 – Walk the process

Technique 3 – Day in the Life of…

WHAT EVER THE TECHNIQUE, KEEP FOCUS ON “WHY” OVER

“WHAT”


3

ITERATIVE LEARNING AND APPLICATION

Observe, Learn, Solve, Test and Apply… Do it again

12

Observe

Learn

Test

Apply

Solve


4

STUDY ALL STAKEHOLDERS AND FULL CONSUMPTION CHAIN

13

Investigate…

• Who else is involved in the decision

making process and consumption of

product/service?

• What are their jobs-to-be-done?


Stakeholders

A

B

C

…

Consumer

A

1 2

B

3

5

INVESTIGATE FIVE C’s: CIRCUMSTANCE

14

The specific problem a customer cares about

and the way they assess solutions is

dependent on his or her circumstance


6

Milkshake in the circumstance of long boring daily commute

Milkshake in the circumstance of parent taking her/his kid out

INVESTIGATE FIVE C’s: CONTEXT

15

It is important to carefully observe - first hand and

in real time - consumers to determine their

unstated needs and wants. Doing consumer

research yourself is more productive than lengthy

market research projects

con·text /ˈkäntekst/ Noun 1. The setting for an event,

statement, or idea, and in terms of which it can be fully understood and assessed

2. The parts of something written or spoken that immediately precede and follow a word or passage and clarify its meaning


7

INVESTIGATE FIVE C’s: WHAT “CONSTRAINTS” CONSUMPTION

16

Developing an innovative solution around following five barriers constraining

consumption works effectively


WEALTH TIME ACCESS SKILLS EXISTING BEHAVIOUR

8

INVESTIGATE FIVE C’s: COMPENSATING BEHAVIOUR

17

A customer spending money trying to solve a

problem is a clear sign that job is important

enough for him to try and solve even though there

are no easily available solutions


9

INVESTIGATE FIVE C’s: CRITERIA OF PERFORMANCE

18

Before determining a solution would work for customers, first understand the

criteria that matter to him – design solution accordingly


10

Criteria a Criteria b Criteria c Criteria d

JOBS ARE NEUTRAL TO SOLUTIONS

19

Easier Faster More Powerful

DRILL

OR

White space of any other innovation

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11

ONLY AN IMPORTANT AND UNSATISFIED JOB CAN GIVE VIABLE

SOLUTIONS

20

Important Job

+

Unsatisfied

Opportunity


12

=

TO SUM UP – SIX KEY TAKE AWAYS

21

A JOB IS A “PROBLEM” FACED BY A CONSUMER/CUSTOMER IN A PARTICULAR “CONTEXT”

ANSWERING "WHAT JOB IS THE CUSTOMER TRYING TO GET DONE” CAN HELP FIND NOVEL SOLUTIONS

UNDERSTAND JOBS BY TAKING “CONSUMER IS THE BOSS” APPROACH

STUDY 5 Cs – CIRCUMSTANCE, CONTEXT, CRITERIA, COMPENSATING BEHAVIOUR AND CONSTRAINTS

STUDY ALL STAKEHOLDERS AND FULL CONSUMPTION CHAIN

ONLY AN IMPORTANT AND UNSATISFIED JOB CAN GIVE VIABLE SOLUTIONS
