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seeing jobs in your own life, finding opportunity in “nonconsumption,” identifying workarounds, zoning in on things you don’t want to do, and spotting unusual uses of products.
Innovation is less about producing something new and more about enabl...
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important for cu...
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But Moesta took a different approach: he set out to learn what job the condominium was hired to do for people who had already bought a unit.
What was stopping buyers from making the decision to move was not something that the construction company had failed to offer, but rather the anxiety that came from giving up something that had profound meaning.
“I went in thinking we were in the business of new home construction,”
I realized we were instead in the business of moving lives.”
Identifying jobs is similar to diagnosing the problem
small, but important, changes
With guiding policy (moving lives) the actions were focused and intended to address this job (problem) and create value to the customer
seeing jobs in your own life,
finding opportunity in nonconsumption,
identifying work...
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zoning in on things we don’t ...
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spotting unusual uses of...
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if it feels like there isn’t room for growth in a market, it could actually be a signal that you’ve defined the job poorly.
Shift in perspective gains new insights
you have to look all around it to understand the context of a job before you can innovate to solve it.
“We’d designed a terrific software system that we thought would help this doctor get his job done, but he was choosing to ‘hire’ a piece of paper and pen instead,”
we’d designed everything in that room from a functional perspective, but we had completely overlooked the emotional score.”
You can’t do design requirements in a conference room. You have to get out in the wild and live it.”
When you start with the assumption that you’re just altering what you already have created, or relying on broader industry-accepted
accepted category definitions, you may have already missed the opportunity to uncover the real job for consumers.
So P&G worked to make sure that potential customers would recognize how its diapers truly solved the full Job to Be Done in their lives.
If a consumer doesn’t see his job in your product, it’s already game over. Even worse—if a consumer
hires your product for reasons other than its intended Job to Be Done, you risk alienating that consumer forever.
What they have in common is the search for cause.
develop a deep understanding of the job,
what matters most is
the questions you ask in applying them and how you piece the resulting information together.
If you observe people employing a workaround or “compensating behavior” to get a job done,
It’s usually a clue that you have stumbled on to a high-potential innovation opportunity,
Closely studying how customers use your products often yields important insights into the jobs,
pay equally close attention to uncovering the emotional and social dimensions,
critical to your solution nailing the job.
A genuine insight,
is a thought that is experienced as true on conception.
key to getting hired is to understand the narrative of the customer’s life in such rich detail that you are able to design a solution that far exceeds
anything the customer themselves could have found words to request.
Customers are often unable to articulate what they want;
their actions often tell a completely different story.
only a consistent series of Little Hires can confirm
Why they buy and how they use it are equally important, use may even be more important for context and understanding the job.
you have to understand what he’ll need to fire in order to hire yours.
Customer's acquisition cost/switching risk? Can be especially true in b2b where customers have established relationships with suppliers. Need to form deeper understanding and relationships with customers long before actual sale
Developing a full understanding of the job can be done by assembling a kind of storyboard
As part of your storyboard, it’s critically important to understand the forces that compel change to a new solution,
understand the forces opposing any change,
innovate the experiences you provide in a way that mitigates them,
products succeed not because of the features and functionality they offer but because of the experiences they enable.
American Girl is able to command a premium price because it’s not really selling dolls. It’s selling an experience.
rarely is it the product itself that is the source of the long-term competitive advantage,
creating the right set of experiences around a clearly defined job—and then organizing the company around delivering those experiences
thesis that innovation succeeds when it addresses a job that needs to be done,”
the job itself is the framing of the
