In a recent McKinsey poll, 84% of global executives reported that innovation was extremely important to their growth strategies, but a staggering 94% were dissatisfied with their organizations’ innovation performance. If you understand why customers make the choices they do, Innovation would always be predictable, Business Success will not be guesswork.
What is the Jobs-to-be-done Framework?
It is an approach to developing products based on understanding both the customer’s specific goal and thought processes that would lead them to “hire” a product
- A framework for defining, categorizing, capturing, and organizing all your customers’ needs
What are your outcome expectations?
What will a successful outcome look like for your customer? List out expectations and measure success based on the outcome.
How the Framework Came About
The major cause of failed products and services stems from misalignment with customer needs and preferences
- Using the Job-to-be-done framework, Businesses can get to the root of the problem by directly identifying what it is the customer wants to get done
- Success is easily measured by directly correlating success with the needs and wants of the customer
Define Competition
What job your product is hired for, why it got fired, and why your customer switched to another solution
- Knowing what products are in a customer’s consideration set for a Job gives insight into what products a customer considers as competition for their job to be done
Identify your customers
Before understanding what the customer actually wants, we must first understand who the customer is
- Back in the day, it was incredibly difficult to find information about customers but thanks to the big data revolution, companies now can collect an enormous variety of data and perform sophisticated analyses of it
Prioritize the job to be done
Prioritized jobs must be based on the urgency of the client’s needs and wants and also that which offers the best opportunities for innovation.
- Categorize the priorities as: Strongly Disagree, Undecided, and Agree
- Assess the satisfaction
- After assessing, you will find that solutions that need solving fall into these three categories: Under-served, Over-served and Served right
What Jobs are they getting done?
Customers make purchase decisions based on what gets the job done.
Categorize the jobs to be done
Functional job aspects: practical and objective customer requirements
- Emotional job aspect: subjective customer requirements related to feelings and perception
- Related jobs: which customers want to accomplish in conjunction with the main jobs
- Personal dimension: how the customer feels about the solution
- Social dimension: the customer believes he/she will be perceived by others while using the solution
