AIM Archives - Tag: job to be done

Every new product project should start with these 2 questions.

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First, ask what “job-to-be-done” you want to help customers improve. Then ask who these customers are. There’s more to the second question than many realize: a) Which point of the value chain is key? Our customers? Our customers’ customers? b) Which job functions should we interview at these companies? c) Who else in the ecosystem should we interview? Industry influencers? Co-suppliers? Regulators? The more diverse your input, the more likely you are to uncover an exciting market need your competitors missed.

More in article, Elevate Your Success in New Product Blueprinting Step 1

To make something perfect, you must remove everything that makes it imperfect.

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This is one of the 48—count ‘em—48 laws of Jobs-to-be-done philosophy in Scott Burleson’s book, The Statue in the Stone. Just as Michelangelo “removed everything that wasn’t David,” so successful new-product innovators seek to remove whatever is preventing perfection in the job that customers “hire” their product to improve. Good news for B2B innovators: Customers can tell you exactly what to remove in astonishing detail… where to chisel, where to sand, where to polish… but only if you know how to ask.

More at Dan Adams interviews Scott Burleson about his new book, The Statue in the Stone

Think about the customer’s job to be done, not your product to be sold

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Your front-end-of-innovation should center on a specific customer job to be accomplished. Focusing on your product concept is far too limiting. Let’s say your business makes some physical article. By focusing on the customer’s job, you might conceive a different product, service, or even a completely new business model.

More in Leader’s Guide Videos Lesson 13, Immerse in customer outcomes