At an increasing rate (according to IBM C-Suite studies) companies are seeing that they need to figure out ways to put the customer at the center of their attention and decisions. But do businesses have the data or insight to put them there? In the MIT Sloan Management Review article Finding The Right Product For Your Product Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise Nitterhouse discusses the idea of understanding what jobs customers are trying to solve and then figuring out the reason people are pulling the product into these jobs. As many others I am currently prototyping a tool for this theory (Work-In-Progress) and my work so far can be seen and downloaded here. I'm employing the same strategies towards my own business as I do with my clients, therefore the tool is still just a prototype being redesigned and redesigned again. But hopefully there are people out there interested in trying the tool out, give feedback and help on the way forward. This tool is not a parking lot for an idea - but a continuous, hopefully never-ending process.

1. THE CUSTOMER_JOB_TO_BE_DONE CANVAS - HT_PROTOTYPE_002
The Customer_Job_To_Be_Done Canvas is built on the ideas of Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise Nitterhouse in their MIT Sloan Management Review Article Finding The Right Job For Your Product.
It is also extended/influenced by Shoshana Zuboff’s McKinsey Quarterly Article Creating Value in The Age of Distributed Capitalism.
THIS TOOL IS A PROTOTYPE. NEVER USE IT AS IT IS. BUT UNDERSTAND IT, YOUR OWN SITUATION AND CUSTOMER JOB’S - AND THEN REDESIGN IT TO YOUR INDIVIDUAL NEEDS. GOOD LUCK
8BARRIERS
THE JOB THE CUSTOMER THE OPPORTUNITIES
MOTIVATION
What motivated the customer to pull
the product into their life?
The last time they did the job and
didn’t use the product - what did they
use?
What are the pains in the job the
product or service is solving?
GAINS
ROOT CAUSE / AMBITION
What is the root cause for the
customer doing the job?
RESCUE
What assets in today’s job could be
set free and digitized?
BYPASS
What process in today’s job
could as well be skipped?
RECONFIGURE
INDIVIDUALIZATION
What would the customer gain from
individual tailoring of the product?
SUPPORT
LONGEVITY
What would the customer gain from the company
helping with the job every day / in their every day
processes?
#ROLE
SOCIAL
What is the social role of the job?
In the customer’s words - what is the job they are doing that
causes them to pull the product or service into their life?
#ROLE
FUNCTIONAL
What is the functional role of the job?
JOB_TO_BE_DONE
#ROLE
EMOTIONAL
What is the emotional role of the job?
SITUATION/LIFECYCLE
What, where, when and why did the job occur? As a decision
journey or as a part of the customers everyday processes?
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HELGE
TENNØ
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