Jobs to be Done

What's "Jobs to be Done: Theory to Practice" about?

• Focus on Innovation: The book by Anthony W. Ulwick focuses on transforming innovation from a chance-based endeavor to a predictable process using the Jobs-to-be-Done theory.
• Outcome-Driven Innovation: It introduces Outcome-Driven Innovation (ODI), a process that links customer needs to product development, ensuring that new products meet real market demands.
• Framework for Success: The book provides a framework for understanding customer needs and creating products that fulfill those needs better and/or more cheaply than competitors.
• Practical Application: It offers practical steps and case studies to help companies implement the Jobs-to-be-Done theory in their innovation processes.

Why should I read "Jobs to be Done: Theory to Practice"?

• Improve Innovation Success: The book claims an 86% success rate for innovation projects using its methods, compared to the industry average of 17%.
• Structured Approach: It provides a structured approach to understanding customer needs, which can lead to more successful product development.
• Real-World Examples: The book includes case studies from companies like Microsoft and Bosch, demonstrating the practical application of its theories.
• Comprehensive Guide: It serves as a comprehensive guide for companies looking to improve their innovation processes and achieve growth.

What are the key takeaways of "Jobs to be Done: Theory to Practice"?

• Customer-Centric Innovation: Focus on what jobs customers are trying to get done, rather than on the products themselves.
• Outcome-Driven Process: Use customer-defined metrics to guide product development and innovation strategies.
• Segmentation and Strategy: Discover underserved market segments and tailor strategies to meet their specific needs.
• Predictable Success: By understanding and addressing customer needs, companies can predictably create successful products.

What is the Jobs-to-be-Done theory?

• Core Concept: The theory posits that customers "hire" products to get specific jobs done, focusing on the desired outcomes rather than the product itself.
• Stable Over Time: Jobs are stable over time, unlike products or technologies, which change and evolve.
• Universal Application: The theory applies across different geographies and industries, as people everywhere have similar jobs they need to get done.
• Foundation for Innovation: It serves as a foundation for developing products that truly meet customer needs.

How does Outcome-Driven Innovation (ODI) work?

• Customer Metrics: ODI begins with identifying the metrics customers use to measure success in getting a job done.
• Quantitative Research: It employs unique quantitative research methods to analyze markets and uncover hidden opportunities.
• Segmentation and Strategy: The process includes segmenting markets based on unmet needs and formulating strategies to address them.
• High Success Rate: ODI claims a high success rate by aligning product development with customer-defined metrics.

What are the types of customer needs in the Jobs-to-be-Done Needs Framework?

• Core Functional Job: The primary task or goal the customer is trying to accomplish.
• Desired Outcomes: Metrics customers use to measure success in executing the core functional job.
• Related Jobs: Other functional jobs that are important to the customer while executing the core job.
• Emotional and Social Jobs: How customers want to feel or be perceived while getting the job done.

What is the Jobs-to-be-Done Growth Strategy Matrix?

• Five Strategies: The matrix outlines five growth strategies: Differentiated, Dominant, Disruptive, Discrete, and Sustaining.
• Market Positioning: It helps companies understand how to position their products based on whether they get a job done better and/or more cheaply.
• Targeting Segments: The matrix guides companies in targeting underserved or overserved market segments.
• Strategic Decision-Making: It provides a framework for making strategic decisions about product development and market entry.

What are some case studies mentioned in "Jobs to be Done: Theory to Practice"?

• Microsoft: Improved its Software Assurance offering by aligning it with customer needs, leading to increased revenue and customer satisfaction.
• Bosch: Successfully entered the North American circular saw market by addressing 14 underserved outcomes, resulting in a top-selling product.
• Kroll Ontrack: Used ODI to dominate the electronic document discovery market by focusing on customer jobs and outcomes.
• Arm & Hammer: Achieved over 30% revenue growth by realigning its market strategy around customer outcomes.

How can companies become ODI practitioners?

• Training and Tools: Companies can train internal teams to become ODI practitioners, using tools and templates provided by Strategyn.
• Project Execution: Practitioners are responsible for executing ODI projects, from defining customer needs to formulating market strategies.
• Skill Requirements: Practitioners need skills in qualitative and quantitative research, data analysis, and strategic planning.
• Organizational Transformation: By adopting ODI, companies can transform their innovation processes and achieve predictable success.

What is the role of quantitative research in ODI?

• Data Collection: Quantitative research gathers statistically valid data to inform market and product strategies.
• Segmentation Analysis: It helps discover outcome-based segments with unique unmet needs.
• Competitive Analysis: Quantitative data is used to evaluate how well competing products satisfy customer needs.
• Opportunity Identification: The research identifies which customer needs are underserved, guiding innovation efforts.

What are the best quotes from "Jobs to be Done: Theory to Practice" and what do they mean?

• "Innovation cannot be left to chance." This emphasizes the need for a structured, predictable approach to innovation.
• "People buy products and services to get a job done." Highlights the core principle of Jobs-to-be-Done theory, focusing on customer needs rather than products.
• "Outcome-Driven Innovation replaces luck with a predictable process." Stresses the reliability and effectiveness of the ODI process in achieving innovation success.
• "Knowing all the customer’s needs changes everything." Underlines the importance of understanding customer needs for successful product development.

How does "Jobs to be Done: Theory to Practice" redefine the language of innovation?

• Common Language: The book introduces a common language for innovation, centered around customer jobs and outcomes.
• Customer-Centric Terms: It redefines traditional innovation terms from a customer-centric perspective.
• Framework and Definitions: Provides clear definitions and frameworks for understanding and discussing innovation.
• Organizational Alignment: A common language helps align teams and departments around a shared understanding of customer needs and innovation goals.