I recently published a short listicle on Linked called the 9 Ideal Innovation Principles 👇🏻
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:
Job Mapping
We almost always frame Jobs-to-be-Done using a Job Map. This is essentially a process map that is devoid of solutions and each step is in fact a mini-job (therefore an objective) as opposed to something that expresses how the step is performed. I’m keeping this simple folks, there have already been books and articles written on this. Here is the basic structure of a job map; each phase could have ≥ zero steps assigned to it. In other words, some phases may not have a step (e.g., no confirmation step) and some could have 5 or more (e.g., execution phase).
Potential Phases of a Job Map
- Define: in the define phase, we want to know what aspects of getting the job done need to be defined, planned, or assessed by the {{end user}} upfront in order to proceed.
- Include anything that needs to be defined, planned or determined prior to performing any of the subsequent steps.
- If someone is driving a car to a destination, they might need to determine where they am going, where they can park, assess traffic conditions, and/or determine the available route options
- Locate: in the locate phase, we want to know what items or resources - tangible or intangible - must be located, gathered, collected, accessed, or retrieved by the {{end user}} to do the job.
- Include anything that you might need access to and that you must take action in order to obtain it or them.
- If someone is driving a car to a destination, they might need to locate their vehicle, find their drivers license, locate my glasses, etc.
- Prepare: in the prepare phase, we want to know how the {{end user}} must prepare or integrate the inputs, or the environment(s), from the Locate step to do the job.
- Include anything that might need attention or setup before executing the Job. The planning is done, and the necessary tangible or intangible resources have been obtain, but now the might need to be setup, or configured to work together
- If someone is driving a car to a destination, they might need to inflate their tires to the proper pressure, or fill the gas tank to an adequate level, etc. (this could also be a related job)
- Confirm: in the confirm phase, we want to know what the {{end user}} must verify, prioritize, or decide before doing the job in order to be successful.
- Include anything that is critical to double check, or any final decisions that must be made
- If someone is driving a car to a destination, they might need to select the best or fastest route, or verify that the car is in proper working order.
- Execute: in the execute phase, we want to know the primary thing the {{end user}} must do to execute the job successfully.
- Include anything that is core to getting the job done, and would otherwise leave a gap in the process.
- If someone is driving a car to a destination, the logical step would be “Drive to the destination”. However, there could be more than one execution step
- Monitor: in the monitor phase, we want to know what the {{end user}} must monitor in order to ensure the job is executed successfully.
- Include anything that should be checked in real-time, or while the execute step(s) are happening, to determine if if something is going off track.
- If someone is driving a car to a destination, they might want to monitor the fuel level, or their tire pressure, worsening traffic conditions, or emergency situations.
- Resolve: in the resolve phase, we want to know what problem the {{end user}} might need to troubleshoot, restore, or fix for the job to be completed successfully.
- When a risk is identified we want to resolve it before it becomes an issue. If an issue emerges, we need to resolve it in order to proceed
- If someone is driving a car to a destination and they run low on fuel, they would want to find a gas station to fill their tank. This could also be better suited for a related job and will be determined by the level of fidelity.
- Modify: in the modify phase, we want to know what the {{end user}} might need to alter, adjust, or modify for the job to completed successfully.
- If someone is driving a car to a destination and traffic worsens, they may want to alter their route to one that has less car volume, or is moving at a faster pace.
- Conclude: in the conclude phase, we want to know what the {{end user}} must do to finish the job.
- If someone is driving a car to a destination, they may want to park their car, secure their belongings and/or make sure it’s still in good condition for the next drive.
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. 😉
