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.
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.
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. 😂
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!
