Using fear in brand development

There are certain things that never change and motivators tend to fall into two categories desires/wants or fear/anxiety.  Both are shown in the diagram above in terms of changing behaviour. Desires and wants are the background to Outcome Driven Innovation and therefore Jobs to be Done generally. Tony Ulwick is quite categorical that the focus...

Mobile first and the issues it causes for Jobs to be Done.

There is a problem within the market research world that is particularly prescient for using the Jobs to be Done Framework quantitatively and in particular the Outcome Driven Innovation techniques created by Strategyn – namely the need to create online questionnaires that are mobile first. There has been some unwarranted criticism of the Likert scale...

Outcome driven process innovation

To be honest I dislike talking about large scale organisations as they tend not to be my customer base and often managers do not consider something to be their responsibility. However occasionally it is worth talking about such organisations because it is often clearer when the real needs and desires of customers are simply not...

Want to join Kotler (7Ps of marketing) by taking the guesswork out of growth?

Longer post on the various jobs to be done techniques and how these can be used by any company to transform the way they do business.

What C M Bowra teaches us about jobs to be done

"I don't know about you, gentlemen, but in Oxford I, at least, am known by my face" C M Bowra The now apochryphal story about legendary scholar Sir Maurice Bowra (CM Bowra) tells us a great deal about how, when you understand the job to be done, you can come up with an improved solution....

“Cheaper, Better, Faster,” A child explains why needs statements are not fit for purpose.

Whenever you interview people about needs statements or how they would improve a product or service at least one person says something akin  to "Cheaper, Better, Faster". Such a statement is rarely possible to turn into any meaningful action because you have to interpret what each of the three words means. You are likely to...

What is the Job to be Done (JTBD) for the research industry? Is it the JTBD framework?

In the Grit Report (a report looking at the market research industry) one thing that always catches my eye - it is this table on what makes good research and it rarely changes in the way that skills needs do. To me, conducting the research is all about the basics- bias, sampling, validation etc.  It...

Creating value in the construction industry

Theodore Levitt’s observation that people do not buy a drill bit, they buy a hole was one of the starting points for the Jobs to be Done (JTBD) theory, so it is no surprise that some companies in the industry inherently understand the basic tenants of the concept. The industry does suffer still from a...

The job to be done in the finance sector

Banks need to focus on the jobs that customers want done to create profitable relationships in the future.

What is the job to be done in measuring communications?

Without doubt the way that business communications and marketing methods are assessed needs to change.  Digital marketing has seen to this providing what appears to be a comprehensive funneling system, but other marketing channels are less well served but are still important.  No one would suggest to an air conditioning manufacturer to spend all his...