This document provides an introduction to foundational concepts of innovation including: 1. Customers hire products and services to fulfill jobs or tasks that need to be done. How the job is defined impacts innovation opportunities. 2. Customers determine what defines success or failure for the job based on their outcome expectations. 3. Properly scoping the job to be done, either by broadening or narrowing the focus, helps ensure innovation efforts target the right problem. 4. Understanding customer outcome expectations, like wanting something faster or cheaper, helps provide solutions customers truly value.

1. Introduction to Innovation

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Our focus today

3. Foundational Concepts
Customers hire products and services
to get functional and emotional aspects of jobs
done.
2. How the job is scoped impacts innovation.
3. Customers define success and failure criteria
for each job (called outcome expectations).
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5. 1. Job To Be Done

6. “The lesson here for the drill manufacturer
is that if they really believe their business is
the manufacture of drills rather
than, say, the manufacture of the means of
making holes in materials, they are in grave
danger of going out of business as soon as
a better means of making holes is
invented, such as, say, a pocket laser.”
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7. What does the customer need?
Job to be Done
Get somewhere
See clearly
Search for
information
Old Solution
Horse
Glasses
Library*
Newer Solution
Car, plane
Contacts, Lasik
Internet
*Actual example used in the workshop and book 
Wear clean
clothes
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Washing
machine and
detergent
Wait ‘til you hear
this!

8. Aspects of JTBD
Functional (practical, objective customer requirements)
Emotional (subjective customer requirements)
Personal (how customer feels about the solution)
Social (how customer believes he’s perceived by
others while using the solution)
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9.  Shoot for specificity
 Solution-neutral
 action verb + object of action + (optionally) contextual
clarifier. For example:
 Hang a framed print on the wall in my office
 Share accurate procedural information with work colleagues
 Listen to music while working out
 Entertain my young children on long weekends
 Get away from work during my lunch hour
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10. Write a job statement
Think of a topic from your own work where you might
benefit from creative thinking.
Use the formula, action verb + object of action +
contextual clarifier.
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11. Paradigm Shift
1.
What functional or emotional job to be
done is satisfied by a book? What else
(“out there”/our competitors) also
satisfies that same need?
2.
Segment customers by
JTBD/outcomes, not by demographics
or products. What would this mean?
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12. 2. Job Scoping
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13.  Ensure that the innovation opportunity is
effectively targeted at an actionable level
 Solve the right problem
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14.  Go broader or narrower
 Example: Increase circulation
 Each of these merits different solutions.
•Increase circulation of
children’s items
•Increase circulation of
children’s DVDs
•Increase circulation of
children’s educational DVDs
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Why are items not
circ’ing?

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16. Example from Workshop
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17. Scoping a JTBD
From Library’s Perspective
 Broaden the focus by
asking, “Why do we want to
solve this problem?”
 Narrow the focus by
asking, “What is stopping us
from solving this problem?”
Or, “What is the root cause
of this problem?”
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From Patron’s Perspective
 Go higher: Ask the
patron, (higher: fundamental
aim), “Why are you doing
what you’re doing?”
 Go lower: Ask the
patron, “What prevents you
from doing it? What are the
obstacles?”

18. Scope It!
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19. 3. Outcome Expectations
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20.  Give customers more of what they desire. Determine
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

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what is of value to customers.
Each step in a process and each job has OE
attached
Set by the customer
Solution has to meet these parameters.
Metrics: What is acceptable to the patron? How will
we know if we’ve met their needs?

21. Common OE Drivers
Customers often want it faster, cheaper, better.
_________________________________________
 Minimize cost
 Increase safety
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 Increase flexibility/options
 Increase ease of doing a job
 Increase speed (minimize time)
 Increase quality
(reliability, accuracy, maintainability, consistency/pre
dictability, completeness)
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22. Two Questions
What to tackle first? For each step in a process
or each outcome expectation, ask the patron:
1. How satisfied are you?
2. How important is this to you?
?
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23. What is the best opportunity?
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25. Random Stimulus

26. “Humans naturally establish logic
patterns as they process information
over time, so creative thinking
actually becomes unnatural.
The only way to spark it is to move
away from these patterns, and using
random stimulus is one way to do
that.”
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27. 1. Random Stimulus: mayonnaise
2. What comes to mind
when you think of mayonnaise?
3. What does any of the above
have to do with our
JTBD, Increase foot traffic in our libraries?
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28. http://innovatorstoolkit.com/
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29. http://www.toddhenry.com
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30. Now that
you’re
completed
exhausted
from new
information…
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