Jobs to Be Done by Stephen Wunker & Jessica Wattman & David Farber

Author:Stephen Wunker & Jessica Wattman & David Farber
Language: eng
Format: epub
Publisher: AMACOM
Published: 2017-04-08T04:00:00+00:00

MAP OF THE SECTION

This section of the book explains how to address the recurring issues that we have raised. The first two chapters—8 and 9—examine what should precede the use of the Jobs Atlas. Chapters 10 through 12 look at what comes after the Jobs Atlas has been deployed. Together, these elements combine with the Jobs Atlas to produce our overall approach to creating great ideas—the Jobs Roadmap.

In Chapter 8, we look at the major questions that need to be answered to determine what a win for the organization looks like, as well as how individual projects can tie clearly into overall strategy and how to find innovative solutions for the right challenges. We provide a number of tools and tactics for scoping projects to give them the best possible chance to succeed.

Chapter 9 drills down into how to create a plan for getting the right answers from customers or end users. We discuss the need for primary research and the available options, including quick, inexpensive ways of gathering information. This chapter also helps you decide whom to talk to when you start your research.

With Chapter 10, we look at structured ways for coming up with great ideas. We don’t believe that forcing your team to slog through a long PowerPoint deck of customer insights only then to sit in a room shouting out every idea that comes to mind is a particularly effective approach to ideation, although we’ve witnessed it far too many times. Instead, we offer a systematic framework that produces diverse ideas, generates meaningful dialogue around them, and ties those concepts to the Jobs Atlas insights.

Chapter 11 illustrates how to bring external perspectives into the innovation process, both to generate fresh ideas and to provide a check on internal assumptions. We highlight ways to fight some of the cognitive biases that may be afflicting your decision-making processes, and we discuss how to take advantage of the trends that may soon upend your industry.

Chapter 12 completes the Jobs Roadmap as we get to the test-and-learn phase. This chapter delves into the essentials of iterative product development, including concept testing, prototyping, and co-creation. We talk through how smart and inexpensive experiments can reduce risks and produce better, customer-centric solutions.

Finally, we conclude with an afterword that looks at institutionalizing the thinking laid out in this book. While many entrepreneurs and project leaders may see the Jobs Roadmap as a careful route for bringing a great new idea to market, established organizations are often looking for a mechanism for continuously bringing new ideas to market. We tell how we helped accomplish exactly that goal with one of the fastest-growing companies in the Fortune 500.

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