How do we get a better problem/solution fit when innovating?
One of the ways that is used and widely adopted (not always well) is by applying Jobs to be Done - JTBD.
I like the way Clayton Christiansens HBR article "Know Your Customers’ Jobs to Be Done” from 2016 articulates this.
“Job” is shorthand for what an individual really seeks to accomplish in a given circumstance" - So basically the outcome we are looking for.
What else does Clayton tell us....
1) "The circumstances are more important than customer characteristics, product attributes, new technologies, or trends".
Basically, he is talking about how important the context is - something that I keep talking about when it comes to working on any project that is about change, product, transformation etc... you have to.. no, no.. you need to make sure that you understand the context into which people are making decisions.
2) "Good innovations solve problems that formerly had only inadequate solutions...or no solution."
To apply this, you must understand what is driving needs and behaviors by doing a good analysis or diagnosis.. and you should not guess in doing this, you should have a good model that can guide you - it is what will derisk your work.
3) "Jobs are never simply about function, they have powerful social and emotional dimensions".
This is one of the most important things you need to know... and that is missed... so many things get created that meet really well functional needs and yet miss out on the emotional, social and psychological, because many times these areas get left out or brushed to the side.
As I advise my clients, these are the things that drive engagement, that move change and the exact ones your competition leaves untouched... it's a great opportunity for anyone interested in the science of behavior change to go deeper and understand not only what they are, but what strategies you can use to create the right solutions.
4) “A deep understanding of a job allows you to innovate without guessing what trade-offs your customers are willing to make” - but if you aren’t being scientific about it then you are leaving it all up to luck... and why should your company do that?
Your company may already have the ability, talent, and know-how to create great experiences for customer and employees... yet, without focusing on the behavior you want to address and knowing what barriers and levers you have, then you may continue underserving your customers, citizens, and employees.
What are your thoughts on this?
Book: How to Create Innovation - lots of tools in it... have enjoyed it and taken some nice ideas from it.