Those who mix methods will have a greater chance to win!
Let's take an example based on Jobs to be Done:
Tony Ulwick described in an article two types of innovators who want to:
1.
Make things people want
"Innovators who try to create products that people want typically study the complexities of value creation through the lens of managerial science."
Managerial science is the study of business problem-solving and complex decision-making.
2.
Make people want things
"Managers who try to figure out how to motivate and entice customers to buy the products they create typically study the complexities of customer behavior through the lens of behavioral science."
As we mix methods a human-centered behavioral science approach obviously has a place for problem-solving and decision-making - and can contribute to #1. making things people want together with managerial science.
Behavioral Science has perhaps been seen as only #2. making people want things because it has not been properly mixed or integrated with other processes or methods.
This could perhaps be the fault of it being packaged and sold as a set of cognitive biases without any context - and for which it is mostly known - though this is changing with more practitioners understanding the incompleteness of this and showing the way forward beyond biases.
I hope that as we work closer with other disciplines behavioral science becomes part of the thinking tools and gets absorbed into the ways we create value for organizations and the people they serve.
If you are curious to learn more about Jobs to be done - here are some books I own, from my Kindle library:
1. Competing against luck - Clayton Christensen 2. The Lean Product Playbook - Dan Olsen 3.
On Innovation - Harvard Business Review 4. What Customers Want - Tony Ulwick 5. Jobs to be done playbook - Jim Kalbach 6.
The Secret lives of customers - David Duncan 7. When Coffee and Kale Compete - Alan Klement 8. Jobs to be done - also by Tony Ulwick 9.
The Statue in the Stone - Scott Burleson
These books can give you a good foundation to think and to figure out ways to combine JTBD with the behavioral models, tools, and frameworks I share with you all.