The Ideal Innovation Principles

I’m going to keep this much simpler than you may have seen in the past. The history of Jobs-to-be-Done is completely irrelevant at this point; it won’t help you achieve your desired outcomes. I’ll just get to the heart of the matter and be done with it.

I recently published a short listicle on Linked called the 9 Ideal Innovation Principles 👇🏻

Michael Boysen on LinkedIn: #jtbd #product #cx #ux #innovation #strategy #problemsolving

𝐂𝐄𝐎: "𝐈 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐟𝐢𝐧𝐝 𝐭𝐡𝐞 𝐧𝐞𝐱𝐭 𝐛𝐢𝐠 𝐢𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧!" 𝘔𝘦: 𝘏𝘦𝘳𝘦 𝘢𝘳𝘦 9 𝘨𝘶𝘪𝘥𝘪𝘯𝘨 𝘱𝘳𝘪𝘯𝘤𝘪𝘱𝘭𝘦𝘴: 1️⃣ People buy…

www.linkedin.com

Michael Boysen on LinkedIn: #jtbd #product #cx #ux #innovation #strategy #problemsolving

After thinking about this some more (actually, going through the notes I created just a few months ago and forgot about) I’ve decided to make some changes. They are not dramatically different, I’m just framing them differently. I have also expanded the list to 10 in order to incorporate a definition that is generally left hanging out there all by itself (#10).

Here they are:

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Principle 1: People purchase products and services to (fully or partially) enable a specific goal or objective (a Job)

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Principle 2: Jobs have functional aspects, as well as emotional and social dimensions

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Principle 3: A Job-to-be-Done remains consistent over time

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Principle 4: A Job-to-be-Done is independent of specific solutions

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Principle 5: The key to success lies in focusing on the “Job” as the primary unit of analysis

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Principle 6: Comprehensive insight into the customer’s Job enhances marketing and predicts innovation success

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Principle 7: Customers prefer products and services that enhance Job performance (efficiency and accuracy)

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Principle 8: Customers prefer comprehensive solutions on a single platform - that get the job done completely differently than before, and with fewer features

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Principle 9: Innovation predictability rises when we redefine customer needs as success metrics

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Principle 10: A market constitutes a group of people who are trying to get the same job done

One additional thing to keep front of mind is that this method is a needs-first framework. There will be no ideation workshops until unmet needs are clearly identified and prioritized.

Ideas are worthless when you don’t have a specific target to focus them on. Sorry workshop people, you’re just not that good. No one is. 😉