Integrating the JTBD Growth Strategy Matrix with the More Functional Organic Growth Pathways
BCG Matrices will only get you so far...
When I began my journey down the Jobs-to-be-Done rabbit hole 15 years ago there was an interesting matrix that depicted the growth pathways available for innovators to consider. I found it super-useful as a means for thinking about where to focus my attention. Here’s what it looked like…
While it’s still just a table or matrix, it was less theoretical and more actionable than where we ended up.
Personally, I don’t see why one would be discarded for another. My guess is that corporate stakeholders didn’t have the appetite for imagery that isn’t based on a BCG Matrix. It becomes too complicated to sell yo people with limited time. Sure, they’re clever, but their simplistic. They’re also not really that useful outside of a PowerPoint deck. If PowerPoint is what you deliver, then more power to ya.
What I thought might be interesting is whether there was a way to integrate these two models, understanding that they are using a different lens and are at different levels of abstraction
Integrating JTBD Organic Growth Paths with the JTBD Growth Strategy Matrix
To effectively strategize growth in [insert your industry here], we integrate the Organic Growth Paths with the JTBD Growth Strategy Matrix, first by understanding the five primary strategies as envisioned by Strategyn:
Differentiated Strategy: Focuses on offering unique benefits or features not available in competing products, thereby addressing specific customer jobs in a unique way.
Dominant Strategy: Aims to become the best-in-class solution for a particular job-to-be-done, surpassing competitors in performance or value.
Disruptive Strategy: Introduces groundbreaking changes that redefine how a job-to-be-done is accomplished, often making it cheaper or more accessible.
Discrete Strategy: Targets niche or overlooked customer needs, addressing specific jobs that are not the primary focus of larger competitors.
Sustaining Strategy: Involves incremental improvements to existing products or services to continually meet evolving customer needs.
The following is an integration between the two models. I’m not suggesting this is the ultimate model, just an interesting way to expand the thinking:
Differentiated Strategy Integrated with JTBD Organic Growth Paths
For Other Job(s): Develop features that address related jobs, setting the platform apart by broadening its functional scope.
For Core Job(s): Enhance the core platform to perform the primary job more effectively, creating a unique market position.
Dominant Strategy Integrated with JTBD Organic Growth Paths
For Other Job(s): Create a new platform that integrates the core job with related jobs, establishing a broader market dominance.
For Core Job(s): Innovate with a new platform that revolutionizes the core job, setting a new industry standard.
Disruptive Strategy Integrated with JTBD Organic Growth Paths
For Other Job(s): Launch a new platform targeting new customers for related jobs, disrupting traditional market approaches.
For Core Job(s): Develop solutions that allow a wider customer base to perform specialist-level core jobs, reshaping the core market.
Discrete Strategy Integrated with JTBD Organic Growth Paths
For Other Job(s): Address niche markets by enhancing the core platform with specific features for related jobs.
For Core Job(s): Focus on core sustaining growth by continuously refining the platform for evolving core job requirements.
Sustaining Strategy Integrated with JTBD Organic Growth Paths
For Other Job(s): Continuously update the existing platform to remain competitive for customers seeking to accomplish related jobs.
For Core Job(s): Regularly enhance the core platform, ensuring its ongoing effectiveness in performing the core job.
Practical Application in any Industry
Implementing this integrated approach requires:
Comprehensive Market Research: To deeply understand the customer needs for both core and related jobs.
Evaluation of Current Products: Assessing how well existing offerings meet these jobs.
Strategic Roadmap Development: Planning innovations in line with the growth strategies and customer job requirements.
Implementation and Continuous Monitoring: Executing the strategies and regularly assessing their market impact and relevance to customer needs.
Combining the JTBD Organic Growth Paths with the JTBD Growth Strategy Matrix offers a powerful framework for companies in any industry to develop targeted, effective, and innovative growth strategies. This approach, centered on the specific jobs customers need to get done, enables companies to better identify opportunities for differentiation, dominance, disruption, discrete growth, and sustaining market presence.
I do offer end-to-end consulting if you’re just not ready to do it all your own. I’m 25x faster and at least 10x cheaper than your alternatives. Big Brands: This means you can get many more problems solved with your existing budget (I work with a global team of experienced practitioners)
I also offer coaching, if you’d like to know someone’s got your back and you want to do the heavy lifting and get some knowledge transfer, I'm there!
I can help you get your qualitative research done in 2 days for mere budget scraps.
I’ve also got an academy where you can find a number of options for a do-it-yourself experience. This portfolio of AI prompts eliminates the pain of learning how to perform proper qualitative JTBD research.