Developing an Innovation Strategy Through a Jobs-to-be-Done Lens

The world is constantly changing. New technologies are being created, markets are evolving, and consumer needs are shifting. To stay ahead of the competition, you need to be innovative. The jobs-to-be-done framework is a tool for innovation. It’s used by companies to better understand their customers’ needs and wants, which helps them discover new solutions or product features that are relevant to people. This blog post will provide an overview of the things you need to consider when developing your company’s strategy.

What do your customers need to accomplish?

When developing an innovation strategy, it’s important to start by understanding your customers’ needs. What are they trying to accomplish? What are their goals? What pain points do they experience that you could potentially solve? By understanding your customers’ jobs-to-be-done, you can better identify areas where you could create new solutions or improve your current offerings.

Rather than define your market around demographics or customers of competitors, define it around the problems people are trying to solve. When prospective customers are looking for an outcome, they rarely conform to one specific demographic.

What are your customers’ current solutions and what are they missing?

Once you understand your customers’ needs, you need to assess their current solutions. What products or services do they currently use to address these needs? What are the pros and cons of these solutions? How well do they meet the needs that were identified earlier? By understanding your customers’ current solutions, you can identify unmet needs, which your product could solve.

How frequently are these needs left unmet?

As you gather insights from your customers, it’s important to quantify the outcomes of the job that are missed out on. If you can say with statistical certainty that a certain need is left unmet most of the time, it’s a good indicator that there may be an opportunity for innovation in an underserved market.

How can we further segment the markets based on different needs?

Not all needs are created equal. Some needs might be more important to your customers than others. It’s important to determine which needs you should focus on when developing your strategy. It is also important to understand that your target customers will have to be segmented again based on unique sets of these unmet outcomes.

How do we develop our innovation strategy?

There are many things that go into developing an innovation strategy. You have to first identify the areas you want to focus on, come up with creative solutions to address customer needs, and then execute your plan. It’s important to have a clear goal and a well-defined strategy if you want to be successful.

By the time you reach this step, you should have a common understanding of which customer needs are unmet, whether to create a new product or improve an existing one, and where to invest in research and development.

The jobs-to-be-done framework is a great way to think about innovation in your business. It’s a tool that helps you better understand your customers’ needs and wants, which will help you discover new product features or solutions.

For more information about innovation strategy, check out more from Strategyn, jobs-to-be-done’s first major thought leader here: https://strategyn.com/innovation-strategy/ 

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