Strategyn is a product strategy and innovation consulting firm with a solid 20-year track record. Founder Tony Ulwick is the creator of Outcome-Driven Innovation® - a methodology that transforms innovation from an unstructured process into a predictable, rules-based discipline -- bringing lower costs and high success rates to companies striving for growth through innovation.
Interestingly enough, the resurgence of retro music hardware is getting a different job done than they originally did. They're memorabilia, feed nostalgia, look great in a cabinet or displayed on the wall, show that you're a music aficionado, help support the artist, are fun finds on flee markets, etc, etc. Because if we're honest: the people who are buying vinyls to listen to them because they sound better than streaming - they're lying to themselves.
OK, you say you segment by unmet needs... but how do you ensure that you've sampled the full variety of customers to ensure you can spot those different segments? Just interviewing more people is not a solution.
I believe that job executors know their needs but struggle to communicate them when asked to. However, they express their needs with better clarity outside of the needs gathering context. Meaning online to other job executors who are getting the same job done.
Very interesting though is there not a bit too strong emphasis in that people "know" what they want beforehand? In business and marketing the goal is to also create a new need and want?
They don't need a quarter inch hole. Asking why they need a whole tells us they need to hang a painting. If we think to eliminate the drilling step, now we have an unmet need for people and can come up with a solution that can avoid drilling and helps in just hanging painting on the wall without drilling.
Honestly if I didn't get from all your content except this piece of information, it is more than enough to make a great use of it with a very fruitful end. Thank you sir.
Thank you for this video. It has cleared my mind somewhat. The concepts seem simple enough, but it can be quite intricate to go through the thought process for the first time. While listening to you, it seemed straightforward. Once I got down to analyse the JTBD for an airport, I found myself going around in circles. 😂
That's really incredible. I red your book 'Jobs-to-be-done' and found it very practical, as is your explanation of Financial Services jobs. I was wondering where might 'Tax Preparation & other accounting/reporting' fits in this jobs map?
I’m struggling to create the SINGULAR job statement since our software is used by many executors to do many smaller job steps. We’re a startup software company and we have created a CRM solution for insurance agencies. Is this getting close to a job statement? An insurance agency owner wants their team to sell more policies and service existing clients. They need a single place for their data to be collected so that their team can complete their duties efficiently. But maybe that’s not a part of the job statement.
I am pleased to be the first one writing comment about this video. Mr. Ulwick is the real deal when it comes segmenting, innovating and creating strategic advantage. There are very very few people who demonstrate an unmatched level of clarity and excellence in their chosen fields. Mr. Ulwick is one of them. You might wanna watch his video on Jobs-to-be-Done to get motivation and primer on the subject: ru-vid.com/video/%D0%B2%D0%B8%D0%B4%D0%B5%D0%BE-G3ujSdu8mYQ.html
The washington post and NYT are now running articles as to how he won ... without mensioning anything on his strategy and ODI. but ive also noticed its like it was by accident ... Gods work you may say .. but indeed ODI is a winning process no doubt
I want to give a success story of the JTBD in a Massive Scale!!! and i really hope this will illustrate the real power of the JTBD when used in all areas.... the results achieved are so historic and i know it may sound funny but this has just demonstrated that indeed the customer first approach to innovation is a far far far better approach to Innovation thank you so much Anton for this revelation!
Im from Kenya, A country in Africa with the most beautiful National Anthem in the whole world (im not kidding check it out). My country usually goes to elections every 5 years as stipulated in our constitution and in 4 days time we will be going into another election to elect our 5th president of the country. Sadly, ever since we got our independence in 1963 our elections have always been riddled with violence chaos and displacement of people with our worst case being in 2007 that left a big scar in our history
The Violence is usually caused due to ethnic clashes as my country has about 40 different tribes that all scramble for a piece of the pie, However,... this coming elections is very much historic and different from every other elections we have ever done,.. why? This is because for the first time in our history ever since independence ,,, All the tribes,... ALL OF THEM, (with some minor cases due to normalcy) have convulged together with a common goal,... to vote on one Agenda,.. CHANGE. This has caught the opposition off guard, scattering and re strategizing wondering ... how on earth did this happen right under our noses? Allow me to explain why.... Im not a political analyst nor do i wanna bore you with politics but if you will allow me i just want to show you how this man 'unknowingly' called upon and used the power of ODI and JTBD (im not sure if he visited one of your agencies but i bet not) to bring together the whole country! 40 ethnic groups! to a common convergence
We're still 4 days away... and i wanted to wait till he won to share my story but i think its pretty obvious by now... Its just unbelievable whats happening in my country ... A liberation of some sought. so how did he do it?
Well We Needed change... it was very clear from the onset,.. The previous administration lead the most corrupt government we've ever had in our history... 2bln sh equivalent to 20 mln $$ lost Everyday!! 10 Trl debt, 6 million educated unemployed youth, highest cost of living since independence... We had to approach things differently. Normally Political parties consult together in their offices come up with a manifesto and sell it to the people for votes but instead of coming up with some random manifesto to sell to the people, he chose a different approach. For 2 years before the election he went directly to the people on the ground asking them, "What challenges do you face in your dealings as a citizen?", "Where does it hurt the most?" This was laughed off by the opposition dubbing them 'A confused loitering group' as he went to every corner of the country getting the sentiments of the people, What he realized though in interacting with the people was that the main JTBD that the people wanted done was "Put food on the table" ( Core Functional Job) and the main constraint for the people was the Economic constraint.....
So what did he do with this information... Well he used the info to guide his political branding, ... using a 'wheelbarrow' as the symbol of the brand and 2, Developed an effective messaging slogan 'kazi ni kazi' which is kiswahili to mean "Dont discriminate against any work no matter how big/small as long as it helps put food on the table (i.e the core functional JTBD)." This also was used to guide the colors (I wish i could provide pictures here because they are so dramatic as compared to the competition).... This worked WONDERS across the country as the messaging! branding! and symbols and values resonated with EVERY Kenyan in ALL corners in EVERY tribe... Never has this been done in our history... now the work didn't stop there.... and this is where it gets fun!
Why more companies don't approach innovation through a customer-oriented, jobs-to-be-done lens has always been a mystery to me. Want to dramatically improve your likelihood of bringing a product to market that customers actually want to buy? Do the JBTD work before you develop your product or service. In this video, Tony beautifully lays out JBTD theory and practice. It is hard to imagine any product executive disagreeing with this approach.
This is a brilliant overview of ODI. You've managed to summarize the essence of ODI in eight minutes. It took me and Anders Ångström two hours to do the same when we interviewed you in Stockholm :-) Perhaps the only thing I'm missing from your video is a picture of the Opportunity Landscape.
This presentation is gold. I have struggled to put JTBD concepts into practice and the ODI framework helped a lot. Also the questions were spot on and have a lot of added value. Amazing! Thank you.
Can you please do a webinar on Outcome Driven Ideation? It's the hardest (for me) to find information and/or examples about. Big thanks to the whole team at Strategyn for the work you do.
46:20 Excellent question! JTBD seems to be a great way to dissect functional products based on features. But you do not always differentiate based on products. And this is especially true for matured, saturated markets. 55:28 - "You can't create products to satisfy emotional jobs"....I am not sure if that's true for all products. Take home decor showpieces for example. We buy them purely for emotional reasons.
