Innovation — Jobs to be done (JTBD)

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In Clayton Christensen’s book, The Innovator’s Dilemma, he describes two parts of the Dilemma:

Value to innovation is an S curve that takes a lot of iterations.

Incumbents have the luxury of customers but high expectations of annual sales.

Related to both of these dilemmas, products can be developed that miss the mark and one way to hang on to the incumbent spot, as well as improve the value to innovation s curve, is to use tools like Customer Journey Mapping and Jobs to be done.

Jobs to be done is a tool with three elements:

A description of the situation

An explanation of the motivation

The expected result

Taking an ethnographic approach and reviewing with the intended customers (each persona) not only their answers to the questions but also stepping through why are they looking for a solution to the situation, motivation and expected results at several levels.

On a worksheet, you will list the personas first, what role or persona is purchasing, using, or consuming your solution. In the second column, you list the “When I” or Customer tasks. The third column will list out the motivation or what outcome they are looking…