Welcome to the Corporate Explorer series. In this episode, we will explore the critical phase of defining the market for aspiring corporate explorers. We will introduce the Jobs to Be Done Market Definition Canvas, a tool designed to bring clarity, reduce uncertainty, and align teams around their business objectives. By using this canvas, you can ensure that your market is defined and validated, leading to successful product-market fit.
The canvas helps you define your market as a group of people and the job they are trying to get done. By focusing on the job, you can understand the unmet needs of your target audience and develop solutions that address those needs. This systematic approach to innovation minimizes the risk of product failure and increases your chances of success in the marketplace.
We will also discuss the concept of predicting product success by determining if a product can get a job done significantly better than competing solutions. If a product can provide a 15% or more improvement over existing solutions, it is likely to succeed in the market. By understanding your customers’ job to be done and their measurable outcomes, you can develop products and services that fulfill their needs and surpass competitors.
Additionally, we will explore how the Jobs to Be Done Canvas can be applied to digital services and products. Whether it’s a physical or digital offering, the job remains the same. You can solve the job using hardware, software, services, or AI, depending on what best serves your customers’ needs.
Join us as we dive deeper into the Jobs to Be Done methodology and learn how it can revolutionize your approach to innovation. Stay tuned for our upcoming episodes in which we will discuss Tony Ulwick’s books on the subject. For more information and free resources, visit Strategyyn’s website and download the Jobs to Be Done eBook and audiobook.
Thank you for joining us on this episode of the Corporate Explorer series, brought to you by our sponsor, Wazoku, who helps organizations create effective and sustainable innovation ecosystems. Visit their website at Wazoku.com to learn more.
Find Tony and his free ebook or audiobook here: https://jobs-to-be-done-book.com
Title: Tony Ulwick – The Jobs To Be Done Canvas: A Tool for Defining and Validating Markets
Introduction:
Welcome to episode five of the Corporate Explorer series, where we delve into the critical but often overlooked phase of defining the market for aspiring corporate explorers. In this episode, we introduce a powerful tool called the Jobs To Be Done Canvas, designed to bring clarity, reduce uncertainty, and align teams around their business objectives. Join us as we explore the insights shared by Tony Ulwick, the author of “Jobs to Be Done: Defining A Market by Customer Outcome.”
Defining the Market:
One common pitfall that leads many innovators to doom even before they begin their journey is a lack of a clear, precise market definition. This missing piece in the innovator’s toolkit can hinder their ability to establish a successful product-market fit. To navigate this crucial step without losing direction, Ulwick introduces the concept of the Jobs To Be Done Market Definition Canvas. This tool is designed to ensure that the market is defined and validated effectively.
The Jobs To Be Done Theory:
Before diving into the canvas, it is important to understand the Jobs To Be Done theory. Ulwick suggests that people buy products or services to get a job done. By focusing on the customers’ jobs, measurable outcomes, and unmet needs, companies can develop products that address these needs effectively. If a product can perform a specific job significantly better than competing solutions, it has a higher chance of success in the marketplace.
The Jobs To Be Done Canvas:
The Jobs To Be Done Canvas offers a systematic approach to innovation and the front end of the innovation process. It simplifies the equation of solving for market needs, market definition, and the solution. The goal is to come up with products and services that will win in the market before investing significant resources into their development.
The canvas starts by defining the market as a group of people trying to get a specific job done. For example, instead of defining the market as a product or technology, the focus shifts to the job that customers are trying to accomplish. This approach ensures stability over time, as solutions may come and go, but the underlying job remains constant.
Next, the canvas helps identify the job executors, the specific group of people within the defined market who are using the product or service. Understanding who the customer is and their specific roles is crucial in identifying the unmet needs associated with the job.
Further exploration involves asking customers why they buy the product or service and what job it helps them get done. This step helps uncover the customers’ perspective on the job and their preferred outcomes. It is important to note that the product’s functionality might not align directly with the job the customer is trying to get done. With this insight, companies can tailor their solutions to better address the customers’ desired outcomes.
The canvas also prompts a consideration of other products or services customers use in conjunction with the main offering. This exploration helps identify the broader context in which the job is being executed and uncovers additional opportunities for improvement or innovation.
By the end of the canvas exercise, a clear definition of the market emerges, one that focuses on the job to be done rather than a specific product or technology. This broader perspective allows companies to identify competitors beyond traditional boundaries and consider alternative solutions to address the customers’ needs.
Case Study: Kroll Ontrack:
To illustrate the power of the Jobs To Be Done approach, Ulwick shares a case study of Kroll Ontrack. The company initially focused on removing data from damaged hard drives, positioning IT professionals as their target customers. However, by applying the Jobs To Be Done methodology, they discovered that their true customer was the legal team trying to find information to support or refute a case. This new perspective led Kroll Ontrack to expand their offerings, including search capabilities and tools for organizing information. They went on to achieve long-term success by systematically satisfying the most unmet needs of their customers.
Conclusion:
The Jobs To Be Done Canvas provides a disciplined approach to market definition and innovation. By focusing on the customers’ jobs, desired outcomes, and unmet needs, companies can develop products and services that truly meet customer demands. The canvas not only helps define the market but also identifies opportunities for growth and differentiation. It serves as a blueprint for success by enabling companies to create products that consistently outperform competing solutions.
To learn more about the Jobs To Be Done theory and the Jobs To Be Done Canvas, we recommend visiting Tony Ulwick’s website at strategyn.com and accessing the free e-book and audiobook titled “Jobs To Be Done: Defining A Market by Customer Outcome” at jobs-to-be-done-book.com.
So, embrace the power of the Jobs To Be Done Canvas and let it guide you towards market success. Define your market by understanding the jobs your customers are trying to get done and create products and services that excel in meeting their needs. Happy innovating!
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