One of the most powerful things you can do in New Product Blueprinting is to slow down and visualize how customers actually get their work done.This technique is called Outcome Mapping, a structured way to trace a customer’s job step by step, in their own words, and without reference to any product or tool. If ... Read More

If you’re new to Jobs-to-be-Done (JTBD), here’s the big idea: customers don’t really “buy products,” they “hire” them to help get a job done. That job might be functional, like monitor water quality or keep my floors clean. It might also be emotional, like feel confident in my appearance or be reassured that I’ve made ... Read More

Customer interviews are messy. They zig, they zag, and often end in rabbit holes you didn’t expect. One moment you’re hearing about a product quirk, the next you’re deep in a story about their frustrations with internal approvals or onboarding new team members. That’s the nature of real conversations. And it’s exactly why structure matters. ... Read More

This product research comes from our twice-monthly New Product Blueprinting public workshops, which include several poll questions. We’ve compiled the poll results so you can compare how your company performs against others on these questions: Which risk causes most new product failures at your company? What % of your new product projects employ quantitative VOC? ... Read More

Why do people really buy what they buy? It’s a question that has reshaped how we think about customers, markets, and innovation. Thanks to the foundational work of Clayton Christensen, Tony Ulwick, Bob Moesta, and Lance Bettencourt, Jobs-to-be-Done (JTBD) theory gave us a breakthrough insight: “Customers don’t buy products—they hire them to get jobs done.” ... Read More

Can we use New Product Blueprinting to Test Product Concepts? YES. New Product Blueprinting normally assumes we don’t have a product idea yet. However, Blueprinting can also be leveraged to evaluate the viability of a product concept through a structured, needs-based assessment. This article explores a five-step process for using New Product Blueprinting to validate ... Read More

Why have CRM systems underwhelmed? It’s not due to poor software design, but rather poor implementation. If we’re honest with ourselves, it’s the way we fickle humans use CRMs. If we’re counting on more reliable humans to deliver more successful CRM results, we’re likely to be disappointed. Why is highly successful CRM performance such a ... Read More