The Innovator's Playbook

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
www.inpdcenter.com * ideas@inpdcenter.com * 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profitable and are withdrawn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

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
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

3/26/2015
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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 –
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.
As simple as
satisfying a
sweet tooth
To as
complex
of building
a sky
scraper

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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
The Dimensions of Jobs
Jobs to Be Done
Functional Jobs
Emotional Jobs
Personal Social
Source: Anthony W. Ulwick, Strategyn

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
“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
Example: Illuminating a
room

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
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”

3/26/2015
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A Job Map for Constructing a House
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

3/26/2015
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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.]
Structure of a Job Statement Take 2
Manage personal finances at home
Eat meal in car
Actionverb Object of action Contextualclarifier

3/26/2015
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Desired Outcomes Define Customers’
Success Metrics
Customers want
more of what they
want
Customers want
less of what they
don’t want
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

3/26/2015
10
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
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

3/26/2015
11
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

3/26/2015
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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?
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

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
>> Playing the Game of Innovation to Win >>
Contact Information
510.403.1727
www.inpdcenter.com
kmcgourty@inpdcenter.com

The Innovator's Playbook

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