Post on 23-Dec-2014
description
ILEAD USA Colorado
Introduction to Innovation
Our focus today
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Foundational Concepts
1. Customers hire products and servicesto get functional and emotional aspects of jobs done.
2. How the job is scoped impacts innovation.
3. Customers define success and failure criteriafor each job (called outcome expectations).
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1. Job To Be Done
“The lesson here for the drill
manufacturer is that if they really
believe their business is the
manufacture of drills rather than, say,
the manufacture of the means of making
holes in materials, they are in grave
danger of going out of business as soon
as a better means of making holes is
invented, such as, say, a pocket laser.” 6
What does the customer need?
Job to be Done
Old Solution Newer Solution
Get somewhere Horse Car, plane
See clearly Glasses Contacts, Lasik
Search for information
Library* Internet
*Actual example used in the workshop and book
Wear clean clothes
Washing machine and detergent
Wait ‘til you hear this!7
Aspects of JTBD
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Functional (practical, objective customer
requirements)
Emotional (subjective customer requirements)
Personal (how customer feels about the
solution)
Social (how customer believes he’s perceived
by others while using the solution)
Shoot for specificitySolution-neutralaction verb + object of action + (optionally)
contextual clarifier. For example: Hang a framed print on the wall in my officeShare accurate procedural information with work
colleaguesListen to music while working outEntertain my young children on long weekendsGet away from work during my lunch hour
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Think of a topic from your own work where you might benefit from creative thinking.
Use the formula, action verb + object of action + contextual clarifier.
Write a job statement
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Paradigm Shift
1. What functional or emotional job
to be done is satisfied by a book?
What else (“out there”/our
competitors) also satisfies that
same need?
2. Segment customers by
JTBD/outcomes, not by
demographics or products. What
would this mean?
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2. Job Scoping
Ensure that the innovation opportunity is effectively targeted at an actionable level
Solve the right problem
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Go broader or narrowerExample: Increase circulationEach of these merits different solutions.
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• Increase circulation of children’s items• Increase circulation of
children’s DVDs• Increase circulation of
children’s educational DVDs
Why are items not circ’ing?
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Example from Workshop
From Library’s
Perspective
Broaden the focus by
asking, “Why do we want
to solve this problem?”
Narrow the focus by
asking, “What is stopping
us from solving this
problem?” Or, “What is
the root cause of this
problem?”
From Patron’s
Perspective
Go higher: Ask the
patron, (higher:
fundamental aim), “Why
are you doing what
you’re doing?”
Go lower: Ask the patron,
“What prevents you from
doing it? What are the
obstacles?”
Scoping a JTBD
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Scope It!
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3. Outcome Expectations
Give customers more of what they desire. Determine what is of value to customers.
Each step in a process and each job has OE attached
Set by the customerSolution has to meet these parameters.Metrics: What is acceptable to the patron?
How will we know if we’ve met their needs?
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Common OE Drivers
Customers often want it faster, cheaper, better._________________________________________Minimize costIncrease safetyIncrease flexibility/optionsIncrease ease of doing a jobIncrease speed (minimize time)Increase quality (reliability, accuracy,
maintainability, consistency/predictability, completeness)
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Two Questions
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What to tackle first? For each step in a process or each outcome expectation, ask the patron: 1. How satisfied are you?
2. How important is this to you?
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?
What is the best opportunity?
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New thinking?Best
opportunit
y!
Random Stimulus
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“Humans naturally establish logic
patterns as they process
information over time, so creative
thinking actually becomes
unnatural.
The only way to spark it is to move
away from these patterns, and
using random stimulus is one
way to do that.”
*4
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1. Random Stimulus:mayonnaise2. What comes to mind when you think of mayonnaise?3. What does any of the above have to do with our JTBD, Increase foot traffic in our libraries?
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http://www.toddhenry.com
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Now that you’re
completed exhausted from new
information…
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