I have a section in my office that I call the dirty book shelf. It is where books reside that have been marked up, highlighted, dog-eared and pretty much defaced. Most of them by now have a mind map that I have created. It was not till several months ago that I actually finally created a mind map of the Jobs to Be Done process. It is from one of my favorite books that resides on that shelf, What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services by Anthony Ulwick, CEO of Strategyn, INC.
In the Jobs to Be Done space, I assume from my research that Anthony is the originator of the thought, but Clayton Christensen has helped popularized the concept. On this theory though, I am staying with Ulwick’s work and have used it numerous times. It works! Below is my rendition of it.
Tony Ulwick says, “”Success in innovation doesn’t come from understanding the customer. It comes from a deep understanding of the job the customer is trying to get done.”
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