$2 Million Worth of Jobs-to-be-Done Content
We've entered a new era related to Innovation and Strategy Research
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
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.
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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