The Practical Innovator's Guide to Customer-Centric Growth

The Practical Innovator's Guide to Customer-Centric Growth

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The Practical Innovator's Guide to Customer-Centric Growth
The Practical Innovator's Guide to Customer-Centric Growth
$2 Million Worth of Jobs-to-be-Done Content

$2 Million Worth of Jobs-to-be-Done Content

We've entered a new era related to Innovation and Strategy Research

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Mike Boysen
Sep 29, 2023
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The Practical Innovator's Guide to Customer-Centric Growth
The Practical Innovator's Guide to Customer-Centric Growth
$2 Million Worth of Jobs-to-be-Done Content
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Coordinating Parts Delivery with Field Service

Many are waiting with baited breath to see when I will release a tool to help them create job maps. There is already a tool for that, and it’s called Generative AI. But, what are you actually trying to accomplish? Job Maps are meaningless if you don’t know how to use them, and a tool that creates them doesn’t actually use them to achieve the ultimate outcome.

Allow me to take a step back and explain why we have traditionally done qualitative research using Jobs-to-be-Done interviews. If you still want to do them (interviews), here’s something I wrote a while back on the topic (you’ll find it on a number of platforms):

How to get results from Jobs-to-be-Done interviews

Mike Boysen
·
March 20, 2018
How to get results from Jobs-to-be-Done interviews

Jobs-to-be-Done Theory is integral to successful product planning — the ability to conceptualize a product or service that will win in the marketplace BEFORE it is approved for development/design. Applied correctly, it results in predictable innovation, as products and services are certain to address unmet customer needs.

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The entire point of these interviews is about logic. It’s not about pain points, or tearful stories - those will come later. The first step in actionable Jobs-to-be-Done research is to create a value model of the problem-space, not a list of problems. We create a Job Map to express the beginning, middle and end of this space, a…

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