Learn how to understand what customers value about your potential product. Introducing the Job-To-Be-Done concept and the deeper level of the outcomes for each job. Important to understand concepts for product owners, CPO, anyone who has impact on which features a product or service are going to be implemented.

1. Outcome Based
Innovation
Understanding your customers problems in depth

2. Product Guys?

3. Deciding on new
product features
Number of customer
requests?
Questioning
customers or
stakeholders?
Market research? What
kind of?

4. Problem Solution
No prototype-free
questioning of
customers
!
Only Testing
1. Observing your
customer (Design
Thinking Methods)!
!
2. Outcome Based
Approach

5. Jobs To Be
Done*
* http://www.christenseninstitute.org/key-concepts/jobs-to-be-done/

6. Jobs To Be
Done*
* http://www.christenseninstitute.org/key-concepts/jobs-to-be-done/

7. Outcomes – different attributes
customers value about how
their job is being done.
Minimize the probability of injury when I shave my beard.
Direction Metrics Content of the Outcome

8. Example Google Search
Job: Find information on a topic (e.g. “Lean Startup”)
Outcomes:!
!
1. Maximize the probability to find the needed website on the first search request!
!
2. Minimize the time needed to load the search results!
!
3. Minimize the probability that the search result description is misleading

9. Seeing the Potential
1
0,9
0,8
0,7
0,6
0,5
0,4
0,3
0,2
0,1
0
Outcomes Outcomes with Innovation-Potential
0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 0,9 1

10. If you want to know more
Book: What Customers Want !
by Anthony Ulwik, CEO Strategyn!
www.strategyn.com

11. Picture Attribution
https://www.flickr.com/photos/sudeep1106/2741152406/
http://www.flickr.com/people/23178876@N03
http://commons.wikimedia.org/wiki/Special:Contributions/
File_Upload_Bot_(Magnus_Manske)