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If People Cobble Solutions Together to Get Jobs Done, then...
FAQ
What is the main problem with traditional Outcome-Driven Innovation (ODI) surveys, according to Mike Boysen?
Traditional ODI surveys often fail to capture the full range of solutions people use to complete a job. They typically ask about product usage at a job level, rather than at each step of the job map. This overlooks the reality that people often "cobble" together solutions, using different tools and methods at various stages.
Why is capturing solutions at each step of the job map important?
Understanding solution usage at each step is crucial for several reasons:
Identifying opportunities: It reveals potential areas for innovation by highlighting unmet needs and pain points within specific steps.
Understanding competitive landscape: It provides a clearer picture of where competitors (both traditional and non-traditional) fit into the customer journey.
Developing comprehensive solutions: It enables businesses to create solutions that address the entire job, rather than just a single aspect.
How can focusing on a higher-context job lead to better innovation?
When analyzing a "mature market" with established solutions, it's easy to develop tunnel vision. Abstracting to a higher-context job helps break free from this constraint. For example, instead of focusing on "cutting the lawn," shifting the perspective to "maintaining a front yard" opens up a broader range of potential solutions and opportunities.
What is the difference between a job map for "cutting the lawn" and "maintaining a front yard"?
A job map for "cutting the lawn" would likely center around steps directly related to using a lawnmower. However, "maintaining a front yard" encompasses a wider scope, including decisions like DIY versus hiring a service, landscaping needs beyond mowing, and long-term maintenance planning.
Why is it important to consider non-traditional competitors in job mapping?
Non-traditional competitors may offer alternative solutions that fulfill the same customer needs, even if they operate outside the traditional industry boundaries. For example, Amazon's e-commerce platform serves as a non-traditional competitor to businesses considering setting up their own online stores.
How does Amazon Shopping illustrate the concept of a non-traditional competitor?
Amazon Shopping provides a service that eliminates the need for some businesses to invest in building and managing their own e-commerce platforms. This disrupts the traditional competitive landscape for online retail solutions.
Why is it important to move beyond a limited view of the market?
A limited view restricts innovation potential. By considering the broader context of a job, businesses can identify hidden value gaps and develop solutions that cater to a wider range of customer needs.
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