the innovator's playbook

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>> Playing the Game of Innovation to Win >>

The Innovator’s Playbook

Using the “Jobs-To-Be-Done”innovation framework to discover

and transform great ideas intobreakthrough new products

www.inpdcenter.com * [email protected] * 510.403.1727

Success Rates for New Products isDisappointingly Low

• Over 60% of all new-product-developmentefforts never reach the market

• Of the 40% that do, 40% fail to beprofitable and are withdrawn

• Add it all up: Three Quarters of the moneyinvested on NPD efforts results in productsthat do not succeed!

– Clayton Christensen – Innovator’s Solution


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A Change of Perspective

“You’ve got to study the hole, not the drill.The drill is just the [a] solution for it.”

– Theodore Levitt: Marketing Imagination


They buy¼” holes

People don’t buy¼” drill bits

People “Hire” Products To Get JobsDone

When customers become aware of a job thatthey need to get done in their lives, they lookaround for a product or service that they can“hire” to get the job done.”

– Clayton Christensen


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Examples of hiring products to getjobs done

• People don’t need irons and ironingboards – what they need is wrinkle freecloths

• People don’t buy sanitizing soap toclean their hands – they buy soap keepbody free from germs

• People don’t want to hire hotels – theywant to hire rooms … AirBnB forhotel stay –


What are jobs?

• A job is a task, objective or goal aperson or organization is trying toaccomplish or a problem they aretrying to resolve.


As simple assatisfying asweet tooth

To ascomplexof buildinga skyscraper

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The Job is

• Important and peopleare dedicated to gettingthe job done

• Customers “hire”products that get thejob done best,according to theirdefinition of success:Desired Outcomes



The Dimensions of Jobs

Jobs to Be Done

Functional Jobs

Emotional Jobs

Personal Social

Source: Anthony W. Ulwick, Strategyn

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Example of Job Dimensions

• Dining Experience

– Functional Dimension

– Personal Dimension

– Social Dimension

• Managing a Production Floor

– Functional Dimension

– Personal Dimension

– Social Dimension


“Jobs” as the unit of analysis

• Jobs are stable and provide long-termfocal point to create value around

• Products are point-in-time solutions


Example: Illuminating aroom

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Three Distinct Types of Data

• The jobs customers are trying to get done(jobs-to-be-done)– The task or activities customers are trying to

carry out

• Outcomes customers are trying to achieve– The metrics customers use to define the

successful execution of a job

• Constraints that may prevent customersfrom adopting or using a new product orservice


Primary Job, Job Trees and JobChains

• A primary job is the fundamental problema customer faces or the ultimate outcomehe desires

• All the sub-jobs required to execute theprimary job make up what’s called the “jobtree.”

• Each of the job nodes represents discretejobs-to-be-done with its own set of sub-jobsand desired outcomes, called “job chains”


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A Job Map for Constructing a House


Job Statements

• A job statement is used to describeand frame a job-to-be-done (J2BD)

– Who has the job – also know as the Job-Executor

– What are they trying to get done andwhy? – The desired outcomes

– The context in which the job occurs –Circumstances, Constraints and Barriers


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Job Statement Construct

• [Customer] wants to[solve a problem] in[this circumstance]

• Example:

Construction workers want to findmissing tools quickly when working inmessy and cluttered work sites [toimprove their productivity.]


Structure of a Job Statement Take 2


Manage personal finances at home

Eat meal in car

Actionverb Object of action Contextual clarifier

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Desired Outcomes Define Customers’Success Metrics

Customers wantmore of what they

want

Customers wantless of what they

don’t want



Desired Outcomes- Metrics That DriveInnovation

• Jobs are processes, with a beginning, middle andend– Each step along the job process is an opportunity to

improve and innovate

• The key is to capture a set of metrics thatmeasures value– How they want to get the job done

– What it means to get the job done perfectly

• For most “jobs” there are typically 50 to 150 ormore “desired outcomes” – not just a handful

• Companies must captured information about all thedesired outcomes because you never know whichmay be underserved

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Dissection of an Outcome

• Desired Outcomes typically state

– A direction of improvement (minimize orincrease);

– Contains a unit of measurement (number,time, frequency, likelihood);

– What outcome is desired


Uncovering Desired Outcomes

• Customers do not naturally share themetrics they use to judge the value ofthe product or service

• Companies need to engagecustomers in a conversation that isdesigned to extract the customer’sdesired outcomes

• Trained interviewers can extract fromthe customer their desired outcomes

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Identifying Constraints

• Overcoming constraints that prevent acustomer from getting a job done

– Altogether

– Under certain circumstances

• Overcoming constraints can uncoverexcellent growth opportunities

Jobs & Job Executor Opportunity Matrix


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Exercise – Why do customers hire yourproducts?

• What jobs are people trying to get done by hiringour products?

• What are the ultimate outcomes they want by doingthese jobs?

• Is this the primary job or is it one step in a chain ofjobs?

• What circumstances and constraints do they facein executing their jobs?

• From their perspective, how satisfied are they withthe outcomes they are currently achieving ingetting their jobs done?


Recommend Reading

• The Innovator’s Playbook– Kevin McGourty

• Innovator’s Solution– Clayton Christensen

• What Customers Want”– Anthony Ulwick

• The Innovator’s Guide to Growth– Mark Johnson and all

• Discovery Driven Growth– McGrath and MacMillan


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Final Thought

“Don’t Fall In Love With YourSolution, Fall In Love With The

Problem Your Customers Are TryingTo Solve”

Brad Smith, President & CEO, Intuit


>> Playing the Game of Innovation to Win >>

Contact Information

510.403.1727

www.inpdcenter.com

[email protected]


the innovator's playbook

Business

primary job

jobs customers

job trees

job constraints

gettingthe job

job thatthey

jobsdonewhen customers

activities customers