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Jobs to Be Done: A Roadmap for Customer-Centered Innovation, by Stephen Wunker Jessica Wattman
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Product details
Hardcover: 224 pages
Publisher: AMACOM; First edition (November 15, 2016)
Language: English
ISBN-10: 0814438032
ISBN-13: 978-0814438039
Product Dimensions:
6.3 x 0.8 x 9.2 inches
Shipping Weight: 11.2 ounces (View shipping rates and policies)
Average Customer Review:
4.0 out of 5 stars
30 customer reviews
Amazon Best Sellers Rank:
#300,891 in Books (See Top 100 in Books)
This book gives a comprehensive process for applying “jobs to be done†in your organization, whatever kind of organization you may be in (B2C, B2B, nonprofit, etc.). The whole book is constructed around a “Roadmap†analogy, and it provides a process in 12 parts. This is PRECISELY what I was looking for – something that I could put to use. And, as a bonus, it’s well-written and often a fun read too. There’s even an example worked in a ton of detail at the back of the book. Love it.Here are the steps it lays out in its “jobs roadmap.†Each of these have tools, do’s and don’ts, examples, etc.:- Establish objectives- Plan your approach- Discover the jobs- Understand the job drivers (what makes people/organizations prioritize jobs differently, links to segmentation approaches)- Map current approaches and pain points- Identify success criteria for new solutions- Investigate obstacles to adopting those solutions- Determine the value that can be created by accomplishing those jobs well- Assess what the “real†competition is for accomplishing those jobs- Generate ideas based on those insights- Reframe your perspective- Experiment and iterateEach of these elements is a chapter. There’s a final chapter on how a Fortune 500 company rolled this out as a standard methodology, and two appendices, one on the very detailed example and one on public sector applications of the concepts.Here’s the contrast to a couple other books on this that came out around the same time:- Competing Against Luck is excellent, but it’s higher level. There’s one figure in the whole book. It’s not a toolkit, and it doesn’t pretend to be. The two books are good complements- There’s what seems to be a self-published e-book called “Jobs to be Done: Theory to Practiceâ€, but it reads like a commercial and doesn’t tell you almost anything that you can really put to use. Their “84 step process†includes such surprising steps as recruit participants, and develop a questionnaire, without saying a single thing about how to do that. It’s literally just those words as the steps – that’s it. Not useful. This book, in contrast, doesn’t require you to buy a workshop or consulting project to actually apply the thinking.I wish more business books were like this one!
Products and services fail regularly to meet customer expectations but what is going wrong? Companies are asking customers what they want and blindly seek to deliver it; yet not so many seem to analyse what they may need and work from that data point.This is the central argument expressed by the authors, who believe that people purchase products and services to solve a specific problem or need. If a company can focus on the “jobs to be done†by a product or service for a customer, their innovation, development and sales processes can be much more successful.It all makes for an interesting read. You can be wise and say that it is an obvious argument, but if that’s the case why are so many seemingly overlooking it? By reading this book maybe you can reboot your mindset and start to look at things in a different light. The style of the book was a little challenging and it felt disjointed, meaning that it was a bit easy to skip over sections, but the central theme and guidance is the main thing.Comprehensive advice is given throughout so the reader can easily use this book as a blueprint or roadmap for future change. It would be something that you would probably be consulting on many occasions, so the complaint about a disjointed feel may fade away with many visits. It probably affects the initial, sequential read and slightly risks reader interaction and engagement.It is definitely worthy of consideration in any case, assuming that your company does not already look at what customers need!
The subtitle of this book makes clear what it’s about: how to be customer-centric. From a marketing perspective, it was really interesting to read about how Jobs to be Done thinking touches every aspect of a company. This book has some really interesting examples on how to not just create the best products, but also how to make those products really resonate with customers. There are a lot of actionable takeaways in here, including some particularly helpful ones on how to make sure you’re marketing the right solutions to the right customers. The real-life story to start each chapter makes the book fun to read, while the quick recaps for each chapter make it easy to use. For me, it was great that there were so many tools that you could start using right away to think about how to design better products. Overall, I think it’s a great book almost regardless of what your role is in a company.
Jobs to be Done is an engaging and informative read, that taught me a lot about how companies can engage with customers. After learning the Jobs theory, their idea of a roadmap was extremely useful to display how these techniques are vital in a variety of industries. Each chapter includes interesting business anecdotes and my favorite, the hands on experience the authors have from past projects. This format helps me see the roadmap they have laid out and how to use these techniques in a real organization. The book delves into not only the importance of engaging employees in thoughtful ideation but the many needs of customers and their emotional repossess that lead them to commit to a company.Jobs to be Done has sparked many valuable conversations at work about how to be innovative and engage with our customer base.
Clear set of principles explained in a simple way. Gives a good foundations to move foraged and implement customer centric innovation at small and larger scale organizations
Really liked how the author gave practical guidance which is what all teams seem to be thirsty for. Good read
Practical business books are rarer than those professing one theory or another so one taking us through the steps is really useful. What's missing though is more specificity in the examples given. It's probably challenging when using real clients but that's where the value in the book lies.
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