Finding the right "focus adjustment" for your innovation space

I have a three-year-old son who keeps me busy by asking “Why”. “Why are you turning the vacuum cleaner on?” – “Because I want to remove dirt from the floor.” “Why do you want to remove dirt from the floor?” – “Because I want to keep our house clean.” “Why do you want to keep our house clean?” – “Well, because…” At some point I always get stuck looking for a good answer and asking myself: what is the real goal I am trying to achieve beyond the obvious?

The same way of thinking is applied in Jobs-to-be-Done theory to define the target area for innovation. According to Jobs-to-be-Done thinking, people “hire” products and services to get a specific job done. For example, people can use a software program to keep track of their financial plans or they can entrust the job to a financial administrator: two completely different solutions for the same job-to-be-done (“keep track of financial plans”). The whole power of the theory lies in having a good definition of the job-to-be-done, as it enables companies to think and find opportunities beyond existing boundaries – meaning beyond existing solutions.

Defining the job-to-be-done at the right level of abstraction is one of the most critical steps of Outcome-Driven Innovation®, the innovation process that puts Jobs-to-be-Done theory into practice. And it is anything but trivial: defining it too narrow (meaning too close to existing solutions) will limit the innovation space, allowing only incremental improvements. On the other hand, defining it too broadly might lead to non-viable results. That’s why we talk about finding the right “focus adjustment” when looking at a market through the Jobs-to-be-Done lens. A job-to-be-done is well-defined when it acts as a driving force for innovation by being one level above existing solutions, thereby opening up the innovation opportunity space while still remaining in reach for a company and still being suited to its overall strategy and competences.

Providing a higher perspective is one thing Jobs-to-be-Done thinking can do for your growth ambitions. But there’s more. In my next blog I will explain why the job-to-be-done provides long-term guidance for your innovation strategy and why it is always bigger than you think.

 

JTBD Webinar , June 26, 2019

WEBINAR Strategyn - JTBD Growth Strategy Matrix

During this webinar Tony Ulwick explains the Jobs-to-be-Done Growth Strategy Matrix™, putting disruptive innovation in the context of other innovation strategies. The Jobs-to-be-Done …

MORE
JTBD Webinar , August 27, 2019

JTBD WEBINAR

While drinking your morning-coffee, listen to Martin Pattera explaining Jobs-to-be-Done and Outcome-Driven Innovation® (ODI) together with the 5 steps of a successful project. …

MORE

Are you interested?
Then contact us for more information.

Yes, I want to know more...

GET IN CONTACT

JTBD
Blog

Blog Overview
20.03.2019

Thomas A. Edison - a customer-centric innovator

How Thomas A. Edison evolved from an inventor to a customer-centric innovator – and why he is our namesake: Thomas A. Edison and …

MORE
04.01.2019

Escaping the commodity trap: Medical Industry

Medical Device companies face the challenges of profitability and growth in today’s healthcare markets. Health insurance companies are asking for substantial reductions in …

MORE
14.12.2018

Escaping the commodity trap: Financial Services

In our recent blog we highlighted profit and growth challenges in the healthcare industry. This time we will focus on financial services. Like …

MORE

Do you want to uncover what your customers really want?

First name*

Surname*

Company

Position

E-Mail*

Phone

Message*

I agree that my data will be used according to the privacy policy.

Request download

First name*

Surname*

Company

Position

E-Mail*

Phone

Your download request for:
I agree that my data will be used according to the privacy policy.