JTBD Innovation
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My motto this year is "Evolve & Disrupt". I did a couple of keynotes on the matter recently, so I'm sharing this presentation to illustrate how I handle the "fuzzy front-end" of product development, aside from the Lean Startup stuff everybody talks about. Don't be fooled by the funny (and a bit irreverent) cartoons; Jobs To Be Done is a major breakthrough with a lot of practical applications. I have been working solidly on it for the last year and it is totally influencing how I see the world.
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JTBD Innovation
- 1. written, illustrated and performed by Claudio Perrone agilesensei.com popcornflow.com a3thinker.com Jobs to be done @agilesensei Breakthrough Innovation with claudio@agilesensei.com
- 2. “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
- 3. 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:
- 4. No matter how hard we try, We are still wide open to disruption faster cheaper better quality (incrementally) innovative Customer “Different” Competition
- 5. the Traditional approaches are not that effective
- 6. we have one fundamental assumption Customers don’t know what they want!
- 7. 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.
- 8. What causes people to buy?
- 9. 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.
- 10. 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
- 11. 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
- 12. 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.
- 13. 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 bombInciting incident Resolution Documentary: “The Switch” (Yep, I’m working on it. Stay tuned.)
- 14. 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?
- 15. 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
- 16. 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).
- 17. Are you competing like any other product in a pharmacy shelf?
- 18. Disrupt or die
- 19. Claudio Perrone claudio@agilesensei.com @agilesensei Next is now agilesensei.com popcornflow.com a3thinker.com