My motto this year is "Evolve & Disrupt". I did a couple of keynotes on the matter recently, so I'm sharing this presentation to illustrate how I handle the "fuzzy front-end" of product development, aside from the Lean Startup stuff everybody talks about. Don't be fooled by the funny (and a bit irreverent) cartoons; Jobs To Be Done is a major breakthrough with a lot of practical applications. I have been working solidly on it for the last year and it is totally influencing how I see the world.

1. written, illustrated
and performed by
Claudio Perrone
agilesensei.com
popcornflow.com
a3thinker.com
Jobs to
be done
@agilesensei
Breakthrough Innovation
with
claudio@agilesensei.com

2. “How do you create customer value?”
Through the
development
of people
Attend to
folks’ needs
Listen to the
“Voice of the
Customer”
Get out of
the building
Just
do it
Growth
hack it

3. Operational excellence is not enough
Customer
12 min
16.5 min
73%
5.5 min 0.5 min 1.0 min 5.0 min
2.0 min 0.5 min 2.0 min
Value Adding Time (VAT)
Non VAT
Proc. Lead Time::
Total Cycle Time:
Proc. Efficiency:

4. No matter how hard we try,
We are still wide open to disruption
faster
cheaper
better quality
(incrementally)
innovative
Customer
“Different”
Competition

5. the Traditional approaches are not that
effective

6. we have one fundamental assumption
Customers don’t know
what they want!

7. In fact, customers usually know
what they want to accomplish…
I want faster
horses!
…but express their
needs through the
solutions and
ideas they can see
today.

8. What causes people to buy?

9. They “hire” a product or service
to get the job done.
Prof
Clayton
Christensen
People encounter situations that
drive the need to accomplish a job.
The job – not the customer – is
the fundamental unit of analysis.

10. Pull of the new solution
4 forces affect purchasing decisions
Push of the situation
Drive FORWARD
New
way
Habit of the present
Anxiety of the new choice
Hold back
Business
as usual
Based on the work
Of the re-wired group
(jobstobedone.org)
#JTBD

11. Forces evolve over time
Based on the work
Of the re-wired group
(jobstobedone.org)
#JTBD
First Thought
Passive
Looking
Active
Looking
Deciding
Consuming
Satisfaction
“Finished” or
Experienced
Event #1
Event #2
Buying
Or

12. Bob
Moesta
The
Re-­‐Wired
Group
We only talk to people who have
bought because embedded in
their choice set is the value code
of what they are willing to
switch from and to.

13. How do we capture it?
First
Thought
Active
Looking Deciding
Buying
Consuming
Event #1 Event #2 “Finished” or
Experienced
Satisfaction
Passive
Looking
Climax
(and Hook)
Moment of
struggle
Time
bombInciting
incident
Resolution Documentary:
“The Switch”
(Yep, I’m working on it. Stay tuned.)

14. Anthony
Ulwick
Strategyn
Before you can determine what
solutions they’ll want, figure out:
• What jobs customers want to get
done
• What metrics they use to define
the successful execution of a job
Can we go even further?

15. Anatomy of a story
As a mobile user,
I want a longer antenna
so that I can have
a better reception
I want to minimise
the likelihood that
the conversation drops
Context, situation,
job, or job step
Outcome, need,
or measure of
improvement
Warning:
early assumptions
V.S.
When I’m calling a friend
User story
Job story/outcome

16. Job Stories Selected Options Product Backlog
(User stories)2
One does not replace the other!
jobs stories (problem space) lead to
user stories (solution space).

17. Are you competing like any other
product in a pharmacy shelf?

18. Disrupt or die

19. Claudio
Perrone
claudio@agilesensei.com
@agilesensei
Next is now
agilesensei.com
popcornflow.com
a3thinker.com