Jobs to be done pentru product development, abilitatile viitorului, depresie si educatie + #meetups de martie ☺

Dragii mei,

A venit timpul pentru un nou newsletter plin de recomandari, cu articole si evenimente care sa va inspire, provoace, dea de gandit :)

De ce sa stii JTBD pentru a dezvolta produse relevante:

Una din cele mai bune introduceri in teoria Jobs-To-Be-Done (JTBD), creata de Bob Moesta, care ne explica de ce marile corporatii, in pofida faptului ca au acces la o multime de date despre clienti, creeaza cel mai ades produse care nu au succes in piata.

Publicul larg nu este constient de dimensiunea acestui fenomen, observand doar produsele care au rezistat in piata, dar in realitate rata de esec a noilor produse create de companii este de aproape 99%:

“Of the more than 20,000 new products evaluated in Nielsen’s 2012–2016 Breakthrough Innovation report, only 92 had sales of more than $50 million in year one and sustained sales in year two, excluding close-in line extensions.”

“After decades of watching great companies fail, we’ve come to the conclusion that the focus on correlation—and on knowing more and more about customers—is taking firms in the wrong direction. What they really need to home in on is the progress that the customer is trying to make in a given circumstance—what the customer hopes to accomplish. This is what we’ve come to call the job to be done.”

“When we buy a product, we essentially “hire” it to help us do a job. If it does the job well, the next time we’re confronted with the same job, we tend to hire that product again. And if it does a crummy job, we “fire” it and look for an alternative.”
“Job” is shorthand for what an individual really seeks to accomplish in a given circumstance.”

“The circumstances are more important than customer characteristics, product attributes, new technologies, or trends.”

“Good innovations solve problems that formerly had only inadequate solutions—or no solution.”

“Jobs are never simply about function—they have powerful social and emotional dimensions.”

“Identifying and understanding the job to be done are only the first steps in creating products that customers want—especially ones they will pay premium prices for. It’s also essential to create the right set of experiences for the purchase and use of the product and then integrate those experiences into a company’s processes.”

“The final piece of the puzzle is processes—how the company integrates across functions to support the job to be done. Focusing processes on the job to be done provides clear guidance to everyone on the team. It’s a simple but powerful way of making sure a company doesn’t unintentionally abandon the insights that brought it success in the first place.”

“Many organizations have unwittingly designed innovation processes that produce inconsistent and disappointing outcomes. They spend time and money compiling data-rich models that make them masters of description but failures at prediction. But firms don’t have to continue down that path. Innovation can be far more predictable—and far more profitable—if you start by identifying jobs that customers are struggling to get done. Without that lens, you’re doomed to hit-or-miss innovation. With it, you can leave relying on luck to your competitors.”

Studiati tot articolul aici ;)

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Astept impresiile voastre,
Dragos