Recruiting for qualitative Jobs-to-be-done (JTBD) exploration isn’t as easy as you might think. Based on the example to “find people for exploration about chocolate“ from a real case for a chocolate manufacturer we will show you how to best organize this process. Before you start Defining who [...]
What is Jobs-to-be-done Jobs-to-be-done (JTBD) is a great concept helping to create innovation strategies, new products and value propositions which people find meaningful and valuable. It reframes the customer problem by asking, what jobs customers are trying to get done, the perspective of developers and innovators changes towards more customer focus almost [...]
From a workshop with Marco de Polo from the Roche New Concept Incubator in Silicon Valley When it comes to innovation design, there is the wrong way, the conventional way and the new agile design way. We thought about combining the most promising elements of these approaches in order to get the best out of [...]
All companies that have been in business for some years say they know the needs of their customers. They mention needs like «quality», «flexibility» or «service» as being the key drivers for purchase and usage. There is only one little problem: Those needs don‘t resonate with customers. That‘s why most products are perceived as equal. [...]
Dear Customer Insight! I finally want to thank you. We have been knowing each other for more than 35 years. Today, everybody is acquainted with you. If I google you, I get more than 200 billion hits. They say you are essential for good promotion and strong messages. Product innovations that don’t care about you [...]
To grow in a market, a company needs products that offer either greater value or a lower price. From a financial perspective, the former is more attractive. Since value is subject to the customer's momentary perception, decision makers need to be perfectly clear on what their customers really want, what they are doing to accomplish [...]
Develop a convenient product for the user by knowing their value metrics. Beat Walther describes how CFI JTBD captures and defines these metrics so they can be used for innovation. See the short video below. http://wp12224353.server-he.ch/files/06%20Beat%20Walther%20-%20Value%20Metrics.mp4 From the JTBD Meetup in Geneva where we gave a talk about the job of „Jobs-to-be-done“.