When it comes to innovation and product development, it’s important to have a clear strategy in place. If you don’t know what you’re doing, your efforts will likely fall short. This means knowing what you’re trying to achieve, and how you plan on getting there. One popular approach is using the jobs-to-be-done methodology.
Jobs-to-be-done is all about understanding customer needs and desires. By identifying the specific job that needs to be done, you can focus your efforts on creating a product or service that meets those needs. This approach has been used by companies like Apple, Amazon, and Uber to create successful products and services.
There are a few key steps involved in using the jobs-to-be-done methodology to create a winning innovation strategy:
Step One: Define the Job
The first step is to define the specific job that needs to be done. This can be done through customer research, surveys, interviews, and other methods. Your target customer is going to revolve around this job; everything else is secondary.
For example, let’s say you’re trying to create a new messaging app. The job-to-be-done here is clear: people want to send messages quickly and easily. Everything else is secondary; features like group chat, emoji support, etc. can be added later on. The initial focus should be on making the app easy to use and fast.
Step Two: Identify the Current Solution
The next step is to identify the current solution that your customers are using to get the job done. This could be your product, a competitor’s product, or even a DIY solution. Once you’ve identified the current solution, you will have a better understanding of the needs and desires of your customers as well as their relationship with the product.
Step Three: Identify the Pain Points
Now that you know the current solution, it’s time to identify the pain points. What are your customers not happy with? Why are they looking for a better solution? By identifying the pain points, you can focus on addressing those issues in your product or service.
Your customers’ pain points are outcomes of your customers’ current solution that represent potential opportunities for product innovation.
Step Four: Find Underserved Niches
Once you have uncovered pain points, figure out which of these desired outcomes is underserved. This is where you can really get creative and come up with some innovative solutions. By addressing an underserved niche, you can set yourself apart from the competition and capture a larger market share.
When deliberating on which outcomes to design your product around, you also need to make sure that they are profitable. There’s no point in addressing an underserved niche if it’s not going to be profitable.
Step Five: Create a Solution
The final step is to create a solution that meets the needs of your customers. This solution should address the pain points that you’ve identified and provide a better way to get the job done. With a well-designed solution in place, you’ll be able to improve your chances of success.
The jobs-to-be-done methodology is a great way to create a winning innovation strategy. By following the steps outlined above, you can improve your chances of developing a successful product or service. So if you’re looking to take your business to the next level, the best way to do so is with the jobs-to-be-done methodology.
