The Simplification of Jobs-to-be-Done

Jobs to be Done doesn't need to be so complicated

Note: I’m not trying to stir anything up. What I write about is from both thinking and doing. The scientific method involves challenging your hypotheses, and therefore I do. I am happy to engage in critical debate. I don’t hold my opinions sacred. If you have a question, just ask. If you have a suggestion, the same.

Outcome-Driven Innovation (ODI) has a very unique and rigorous structure in the way it defines customer performance metrics for Jobs-to-be-Done. In conjunction with a well-constructed survey which captures a complete set of all possible situations and/or complexities related to the job, as well as proper segmentation experiments, it provides very accurate problem-space targeting for innovation teams.

There is really no other method that I’m aware of that abstracts itself completely from the solution-space like ODI does. Even other versions of Jobs-to-be-Done study journeys, behaviors, and aspirations...far closer to traditional marketing research. You simply cannot argue its…