JOB TO BE DONE My Learning on Business Model Innovation
1 Twitter: @pralabhverma; Mail: [email protected]
Date: 23 – 08 – 2013
CONTENTS
2 Twitter: @pralabhverma; Mail: [email protected]
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
3 Twitter: @pralabhverma; Mail: [email protected]
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
Twitter: @pralabhverma; Mail: [email protected]
• 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
Twitter: @pralabhverma; Mail: [email protected]
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
Twitter: @pralabhverma; Mail: [email protected]
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
Twitter: @pralabhverma; Mail: [email protected]
CONTENTS
8
PRINCIPLES OF IDENTIFYING THE JOBS
WHAT “JOBS” PHILOSOPHY IS ALL ABOUT
Twitter: @pralabhverma; Mail: [email protected]
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)
Twitter: @pralabhverma; Mail: [email protected]
1
WATCH THE CONSUMER WHEN THEY ENCOUNTER THE PROBLEM
AND HOW THEY ARE TRYING TO SOLVE THE PROBLEM
10
Technique 1 – Customer Activity Cycle
Twitter: @pralabhverma; Mail: [email protected]
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”
11 Twitter: @pralabhverma; Mail: [email protected]
3
ITERATIVE LEARNING AND APPLICATION
Observe, Learn, Solve, Test and Apply… Do it again
12
Observe
Learn
Test
Apply
Solve
Twitter: @pralabhverma; Mail: [email protected]
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?
Twitter: @pralabhverma; Mail: [email protected]
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
Twitter: @pralabhverma; Mail: [email protected]
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
Twitter: @pralabhverma; Mail: [email protected]
7
INVESTIGATE FIVE C’s: WHAT “CONSTRAINTS” CONSUMPTION
16
Developing an innovative solution around following five barriers constraining
consumption works effectively
Twitter: @pralabhverma; Mail: [email protected]
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
Twitter: @pralabhverma; Mail: [email protected]
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
Twitter: @pralabhverma; Mail: [email protected]
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
Twitter: @pralabhverma; Mail: [email protected] 19
11
ONLY AN IMPORTANT AND UNSATISFIED JOB CAN GIVE VIABLE
SOLUTIONS
20
Important Job
+
Unsatisfied
Opportunity
Twitter: @pralabhverma; Mail: [email protected]
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
Twitter: @pralabhverma; Mail: [email protected]