Entrepreneurs, startups, and established companies spend a lot of time and money innovating on products, services, and business models. However, it is estimated that about 90% of innovation projects fail to generate profitable returns. The truth is that the large majority of entrepreneurs, startups, and established companies develop novel products that targeted customers neither want nor need. So, what is the way forward? What is the best way to reduce waste of resources especially money and time in innovation projects?
The answer may lie in the Job-To-Get-Done (JTGD) Canvas which is a simple visual tool that illustrates WHY customers "hire" products, services, and business models to get jobs done especially cost effectively. Based on the visual layout of Alexander Osterwalder's Business Model Canvas, the JTGD Canvas highlights the logic or axiom of "Customer hires Tool to Get Job Done WHILE Minimizing Pain and Maximizing Delight." By using the JTGD Canvas to simply and quickly collect as well as deeply understand customer stories, entrepreneurs, startups, and established organizations can design awesome customer experiences for customers. Using the JTGD Canvas reduces innovation risks while delivering profitable products, services, and business models to delighted customers.
Explore the Job-To-Get-Done (JTGD) Canvas ...
http://goo.gl/fn9TLy
The JOB-TO-GET-DONE (JTGD) CANVAS: The Simplest and Fastest Way to Continuously Innovate on Products, Services, and Business Models
1. Apple’s
Job-‐To-‐Get-‐Done
(JTGD)
Canvas
PRODUCER/SYSTEM
(Tool:
Product/Service/Process)
JOB-‐TO-‐GET-‐
DONE
(JTGD;
Verb
+
Object)
CUSTOMER
(Subject)
How?
iPod
-‐:
PAIN
(Cost/Constraint/Risk)
Where?
When?
+:
DELIGHT
What?
Who?
(Benefit/Revenue)
Simply
Observe,
Collect,
and
Organize
User
Stories
…
in
the
Past,
Present,
and
Future
Listen
to
music
OUTCOME
(Noun)
VALUE
(Trade-‐off)
Why?
PRESENT
Note:
The
visual
structure
or
layout
of
the
“Job-‐To-‐Get-‐Done
(JTGD)”
Canvas
is
adapted
from
the
Business
Model
Canvas
(hPp://www.businessmodelgeneraSon.com)
and
is
licensed
under
the
CreaSve
Commons
APribuSon-‐Share
Alike
3.0
Un-‐ported
License
2. Sony’s
Job-‐To-‐Get-‐Done
(JTGD)
Canvas
Simply
Observe,
Collect,
and
Organize
User
Stories
…
PRODUCER/SYSTEM
(Tool:
Product/Service/Process)
JOB-‐TO-‐GET-‐
DONE
(JTGD;
Verb
+
Object)
in
the
Past,
Present,
and
Future
CUSTOMER
(Subject)
How?
Walkman
-‐:
PAIN
(Cost/Constraint/Risk)
Where?
When?
+:
DELIGHT
What?
Who?
(Benefit/Revenue)
Listen
to
music
OUTCOME
(Noun)
VALUE
(Trade-‐off)
Why?
PAST
Note:
The
visual
structure
or
layout
of
the
“Job-‐To-‐Get-‐Done
(JTGD)”
Canvas
is
adapted
from
the
Business
Model
Canvas
(hPp://www.businessmodelgeneraSon.com)
and
is
licensed
under
the
CreaSve
Commons
APribuSon-‐Share
Alike
3.0
Un-‐ported
License
3. Job-‐To-‐Get-‐Done
(JTGD)
Canvas
PRODUCER/SYSTEM
(Tool:
Product/Service/Process)
JOB-‐TO-‐GET-‐
DONE
(JTGD;
Verb
+
Object)
CUSTOMER
(Subject)
How?
-‐:
PAIN
(Cost/Constraint/Risk)
Where?
When?
+:
DELIGHT
What?
Who?
(Benefit/Revenue)
Simply
Observe,
Collect,
and
Organize
User
Stories
…
in
the
Past,
Present,
and
Future
OUTCOME
(Noun)
VALUE
(Trade-‐off)
Why?
Note:
The
visual
structure
or
layout
of
the
“Job-‐To-‐Get-‐Done
(JTGD)”
Canvas
is
adapted
from
the
Business
Model
Canvas
(hPp://www.businessmodelgeneraSon.com)
and
is
licensed
under
the
CreaSve
Commons
APribuSon-‐Share
Alike
3.0
Un-‐ported
License
4. Job-‐To-‐Get-‐Done
(JTGD)
Canvas
Simply
Observe,
Collect,
and
Organize
User
Stories
…
in
the
Past,
Present,
and
Future
How?
What?
Who?
Why?
Where?
When?
Note:
The
visual
structure
or
layout
of
the
“Job-‐To-‐Get-‐Done
(JTGD)”
Canvas
is
adapted
from
the
Business
Model
Canvas
(hPp://www.businessmodelgeneraSon.com)
and
is
licensed
under
the
CreaSve
Commons
APribuSon-‐Share
Alike
3.0
Un-‐ported
License
5. Job-‐To-‐Get-‐Done
(JTGD)
Canvas
How?
• What
is
the
main
product?
• How
did
you
first
hear
about
the
product?
• How
long
did
you
search
before
you
bought
or
obtain
product?
• How
did
you
feel
(delight;
pain)
a_er
buying
or
obtaining
the
product?
• How
much
does
it
cost
to
obtain
product?
What?
Who?
*
What
is
your
role
in
the
team?
*
What
are
jobs-‐
to-‐get-‐done/
outcomes
for
given
theme?
*
What
pro-‐
ducts
are
used?
*
What
prob-‐
lems
do
the
products
solve?
*
What
strug-‐
gles
before/
during/a_er?
• Who
uses
the
product?
• Did
you
buy/obtain
product
for
yourself
or
someone
else?
• What
is
the
relaSonship?
• How
many
people
in
your
organizaSon
use
the
product?
• With
whom
do
you
(internally/
externally)
collaborate?
• Why
did
you
go
looking/shopping
for
the
product?
• Why
did
you
choose
or
buy
the
product:
trade-‐off;
value
factors?
Where?
When?
• Would
you
recommend
the
product
to
another
customer?
[On
a
scale
from
•
0
(low)
to
10
(high)?]
Why?
Simply
Observe,
Collect,
and
Organize
User
Stories
…
in
the
Past,
Present,
and
Future
Why?
Note:
The
visual
structure
or
layout
of
the
“Job-‐To-‐Get-‐Done
(JTGD)”
Canvas
is
adapted
from
the
Business
Model
Canvas
(hPp://www.businessmodelgeneraSon.com)
and
is
licensed
under
the
CreaSve
Commons
APribuSon-‐Share
Alike
3.0
Un-‐ported
License
6. Job-‐To-‐Get-‐Done
(JTGD)
Canvas
PRODUCER/SYSTEM
(Tool:
Product/Service/Process)
How?
• What
is
the
main
product?
• How
did
you
first
hear
about
the
product?
• How
long
did
you
search
before
you
bought
or
obtain
product?
• How
did
you
feel
(delight;
pain)
a_er
buying
or
obtaining
the
product?
• How
much
does
it
cost
to
obtain
product?
JOB-‐TO-‐GET-‐
DONE
(JTGD;
Verb
+
Object)
CUSTOMER
(Subject)
What?
Who?
*
What
is
your
role
in
the
team?
*
What
are
jobs-‐
to-‐get-‐done/
outcomes
for
given
theme?
*
What
pro-‐
ducts
are
used?
*
What
prob-‐
lems
do
the
products
solve?
*
What
strug-‐
gles
before/
during/a_er?
• Who
uses
the
product?
• Did
you
buy/obtain
product
for
yourself
or
someone
else?
• What
is
the
relaSonship?
• How
many
people
in
your
organizaSon
use
the
product?
• With
whom
do
you
(internally/
externally)
collaborate?
• Why
did
you
go
looking/shopping
for
the
product?
• Why
did
you
choose
or
buy
the
product:
trade-‐off;
value
factors?
Where?
When?
• Would
you
recommend
the
product
to
another
customer?
[On
a
scale
from
•
0
(low)
to
10
(high)?]
Why?
Simply
Observe,
Collect,
and
Organize
User
Stories
…
in
the
Past,
Present,
and
Future
Why?
VALUE
(Trade-‐off)
Note:
The
visual
structure
or
layout
of
the
“Job-‐To-‐Get-‐Done
(JTGD)”
Canvas
is
adapted
from
the
Business
Model
Canvas
(hPp://www.businessmodelgeneraSon.com)
and
is
licensed
under
the
CreaSve
Commons
APribuSon-‐Share
Alike
3.0
Un-‐ported
License
7. Job-‐To-‐Get-‐Done
(JTGD)
Chain
Simply
Observe,
Collect,
and
Organize
User
Stories
About
Theme:
……………………………………………………………………………..
#1APEX.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hZp://businessmodels.ning.com
&
hZp://twiZer.com/RodKuhnKing
Who?
What?
How?
Why?
Where?
When?
8. Job-‐To-‐Get-‐Done
(JTGD)
Chain
Simply
Observe,
Collect,
and
Organize
User
Stories
About
Theme:
……………………………………………………………………………..
*
Who
uses
the
product?
*
Did
you
buy/obtain
product
for
yourself
or
someone
else?
*
What
is
the
relaSonship?
*
How
many
people
in
your
organizaSon
use
the
product?
*
With
whom
do
you
(internally/externally)
collaborate?
*
What
is
your
role
in
the
team?
*
What
are
jobs-‐to-‐get-‐done/outcomes
for
theme?
*
What
products
are
used?
*
What
problems
do
the
products
solve?
*
What
struggles
did
you
have
before/during/a_er
obtaining
products?
*
How
did
you
first
hear
about
the
product?
*
How
long
did
you
search
before
you
bought
or
obtain
product?
*
How
did
you
feel
a_er
buying
or
obtaining
the
product?
*
How
much
does
it
cost
to
obtain
product?
*
Why
did
you
go
looking/shopping
for
the
product?
*
Why
did
you
choose
or
buy
the
product:
value
factors?
*
Would
you
recommend
the
product
to
another
customer?
[On
a
scale
from
0
(low)
to
10
(high)?]
Why?
*
Where
is
the
product
offered/sold/used?
*
Where
did
you
obtain
or
buy
the
product:
online/offline/TV?
*
If
you
could
wave
a
magic
wand
and
let
a
problem
disappear,
where
would
that
problem
be?
*
When
did
you
start
looking
for/using
the
product?
*
When
do
you
most
enjoy
using
the
product:
How
do
you
feel?
*
When
do
problems
with
the
current
product
occur?
*
When
do
you
start
looking
for
another
product
or
subsStute?
#1APEX.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hZp://businessmodels.ning.com
&
hZp://twiZer.com/RodKuhnKing
Who?
What?
How?
Why?
Where?
When?