A framework to create successful innovations
CFI takes jobs-to-be-done to the next level. For any given user job, up to 200 specific user value metrics are identified, all together covering the full usage journey. All of them could be potential pain points, too, so a systematic outside-in validation process is applied to determine the most relevant ones. This deep level of understanding of user value and the validation process makes jobs-to-be-done logic actionable and defendable – based on solid evidence, not anecdotic or singular findings.
CFI runs in two phases. Phase 1: Explore the reality of users. Phase 2: Address the pain points of users. The result: Innovations with truly compelling value propositions.
Phase 1: Explore the reality of users
Companies innovate for a purpose: They want to grow, enter new markets, develop new products, try out new marketing and sales strategies. Priorities for users are different: They want to get a job done. CFI clarifies the business intention upfront, making sure that innovators keep the goal in mind. It then frames the business challenge at hand from a users‘ jobs-to-be-done point of view, thereby shifting the perspective from a limiting internal company view to the broader user view.
Discovering unmet user needs is a challenge, often giving a picture distorted by both company-internal biases and customers being stuck with existing solutions. CFI explores user jobs and context realities both broad and deep along the usage journey – thereby uncovering hundreds of specific user value metrics that drive behaviors. In a second step, CFI lets users validate those metrics outside-in to identify user pain points and essential needs.
Phase 2: Address the pain points
A deep understanding of users‘ point of view offers major opportunities. As the main focus of discussions and decision-making shifts to pain points and how well they are addressed, innovation strategies are re-oriented towards user needs. Everyone involved gains a better understanding of what needs to be done so business objectives can be achieved. Every project or initiative will be centered around a value proposition that resonates with users.
Every company has its own way of developing solutions. Some follow a more conventional R&D approach, others a more agile one that involves frequent interactions with users. No matter which one you prefer – keeping focused on users‘ pain points is key. The CFI framework keeps users at the table throughout the development process, thus maximizing your innovation success.