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The Innovator's Playbook


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The Innovator’s Playbook: Discovering and Transforming Great Ideas Into Breakthrough New Products

How can tech companies consistently identify market problems worth solving and then develop unique solutions that customers will want and embrace?

The answer is the “jobs-to-be-done” innovation theory, which frames new product opportunities from the customer’s perspective. What jobs are people struggling to get done? How satisfied are people with their current results?

The jobs-to-be-done framework will allow you to achieve successful new product launches while simultaneously avoiding the frustrating waste associated with product failures.

Published in: Business
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The Innovator's Playbook

  1. 1. 3/26/2015 1 >> 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 into breakthrough new products * * 510.403.1727 Success Rates for New Products is Disappointingly Low • Over 60% of all new-product-development efforts never reach the market • Of the 40% that do, 40% fail to be profitable and are withdrawn • Add it all up: Three Quarters of the money invested on NPD efforts results in products that do not succeed! – Clayton Christensen – Innovator’s Solution * * 510.403.1727
  2. 2. 3/26/2015 2 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 * * 510.403.1727 They buy ¼” holes People don’t buy ¼” drill bits People “Hire” Products To Get Jobs Done When customers become aware of a job that they need to get done in their lives, they look around for a product or service that they can “hire” to get the job done.” – Clayton Christensen * * 510.403.1727
  3. 3. 3/26/2015 3 Examples of hiring products to get jobs done • People don’t need irons and ironing boards – what they need is wrinkle free cloths • People don’t buy sanitizing soap to clean their hands – they buy soap keep body free from germs • People don’t want to hire hotels – they want to hire rooms … AirBnB for hotel stay – * * 510.403.1727 What are jobs? • A job is a task, objective or goal a person or organization is trying to accomplish or a problem they are trying to resolve. * * 510.403.1727 As simple as satisfying a sweet tooth To as complex of building a sky scraper
  4. 4. 3/26/2015 4 The Job is • Important and people are dedicated to getting the job done • Customers “hire” products that get the job done best, according to their definition of success: Desired Outcomes * * 510.403.1727 * * 510.403.1727 The Dimensions of Jobs Jobs to Be Done Functional Jobs Emotional Jobs Personal Social Source: Anthony W. Ulwick, Strategyn
  5. 5. 3/26/2015 5 Example of Job Dimensions • Dining Experience – Functional Dimension – Personal Dimension – Social Dimension • Managing a Production Floor – Functional Dimension – Personal Dimension – Social Dimension * * 510.403.1727 “Jobs” as the unit of analysis • Jobs are stable and provide long-term focal point to create value around • Products are point-in-time solutions * * 510.403.1727 Example: Illuminating a room
  6. 6. 3/26/2015 6 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 customers from adopting or using a new product or service * * 510.403.1727 Primary Job, Job Trees and Job Chains • A primary job is the fundamental problem a customer faces or the ultimate outcome he desires • All the sub-jobs required to execute the primary job make up what’s called the “job tree.” • Each of the job nodes represents discrete jobs-to-be-done with its own set of sub-jobs and desired outcomes, called “job chains” * * 510.403.1727
  7. 7. 3/26/2015 7 A Job Map for Constructing a House * * 510.403.1727 Job Statements • A job statement is used to describe and frame a job-to-be-done (J2BD) – Who has the job – also know as the Job- Executor – What are they trying to get done and why? – The desired outcomes – The context in which the job occurs – Circumstances, Constraints and Barriers * * 510.403.1727
  8. 8. 3/26/2015 8 Job Statement Construct • [Customer] wants to [solve a problem] in [this circumstance] • Example: Construction workers want to find missing tools quickly when working in messy and cluttered work sites [to improve their productivity.] * * 510.403.1727 Structure of a Job Statement Take 2 * * 510.403.1727 Manage personal finances at home Eat meal in car Actionverb Object of action Contextualclarifier
  9. 9. 3/26/2015 9 Desired Outcomes Define Customers’ Success Metrics Customers want more of what they want Customers want less of what they don’t want * * 510.403.1727 * * 510.403.1727 Desired Outcomes- Metrics That Drive Innovation • Jobs are processes, with a beginning, middle and end – Each step along the job process is an opportunity to improve and innovate • The key is to capture a set of metrics that measures 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 or more “desired outcomes” – not just a handful • Companies must captured information about all the desired outcomes because you never know which may be underserved
  10. 10. 3/26/2015 10 * * 510.403.1727 Dissection of an Outcome • Desired Outcomes typically state – A direction of improvement (minimize or increase); – Contains a unit of measurement (number, time, frequency, likelihood); – What outcome is desired * * 510.403.1727 Uncovering Desired Outcomes • Customers do not naturally share the metrics they use to judge the value of the product or service • Companies need to engage customers in a conversation that is designed to extract the customer’s desired outcomes • Trained interviewers can extract from the customer their desired outcomes
  11. 11. 3/26/2015 11 * * 510.403.1727 Identifying Constraints • Overcoming constraints that prevent a customer from getting a job done – Altogether – Under certain circumstances • Overcoming constraints can uncover excellent growth opportunities Jobs & Job Executor Opportunity Matrix * * 510.403.1727
  12. 12. 3/26/2015 12 Exercise – Why do customers hire your products? • What jobs are people trying to get done by hiring our products? • What are the ultimate outcomes they want by doing these jobs? • Is this the primary job or is it one step in a chain of jobs? • What circumstances and constraints do they face in executing their jobs? • From their perspective, how satisfied are they with the outcomes they are currently achieving in getting their jobs done? * * 510.403.1727 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 * * 510.403.1727
  13. 13. 3/26/2015 13 Final Thought “Don’t Fall In Love With Your Solution, Fall In Love With The Problem Your Customers Are Trying To Solve” Brad Smith, President & CEO, Intuit * * 510.403.1727 >> Playing the Game of Innovation to Win >> Contact Information 510.403.1727 * * 510.403.1727