Challenge Problem 1 Workshop

1. Challenge Problem 1 Workshop Robert Monroe Innovative Product Development February 1, 2012

2. Agenda: • First part of class: working session with your group on challenge problem 1 • Second part of class: presentations by groups for feedback from the class

3. Jobs To Be Done (JTBD) Analysis • Goal: identify the human need you are trying to meet • Focus on the outcome that your customers want to achieve, not on the product that you want to sell to them • JTBD analysis steps • Identify a focus market • Identify jobs customers are trying to get done • Categorize the jobs to be done • Create job statements • Prioritize JTBD opportunities • Identify Outcome Expectations regarding the job Source: [SSD09] pages 1-8.

4. Job Statements • Express the JTBD with a Job Statement, which usually takes the form: • <Action verb> <Object of Action> <Contextual Clarifier> • Examples • Listen to music in the car with friends • Allow the kids to listen to different music in the car than their parents • Travel from home to work comfortably and quickly without the stress of driving in traffic • View pictures at home that were taken with a digital camera • Satisfy appetite for ice cream without becoming overweight Source: [SSD09] pages 1=8.

5. Outcome Expectation Analysis • Goal: list desired and undesired outcomes of a product that addresses a Job To Be Done to identify places where current solutions fall short • Focus on broad benefits and drawbacks, not features or performance characteristics for specific products • Outcome expectation analysis steps • Identify the Job To Be Done • List the JTBD’s related Outcome Expectations • Create Outcome Statements • Determine high-priority Outcome Expectations Source: [SSD09] pages 10-13.

6. Outcome Expectations Grid Source: [SSD09] page 10.

7. Outcome Statements • Clearly and precisely state desired/undesired outcomes • Structure: • Direction of action (decrease, increase, maximize, etc.) • Unit of measurement (time, length, weight, cost, etc.) • Object of control (what it is you are influencing) • Context (where or under what circumstances) Source: [SSD09] pages 11-13.

8. Value Quotient Analysis Steps • Identify the Job To Be Done • Identify the desired and undesired outcomes • Plot the ideal innovation • Plot existing solutions • Identify opportunity value gaps • Close the value gaps Source: [SSD09] pages 14-20.

9. Value Analysis Plots: Perfect World • Job To Be Done: Record images from vacations • to share with friends Source: [SSD09] pages 14-20.

10. Step 5: Identify Opportunity Value Gaps • Where to look for value gaps: • Dimensions with high customer importance and low customer satisfaction • Dimensions that customers report as not very important and they are satisfied • This may present an opportunity to ‘lower the bar’ to produce a cheaper, simpler, alternative for the low end of the market • Dimensions for which there is currently no good solution Source: [SSD09] pages 14-20.

11. Challenge Problem Presentation • State the company and target market selected • State the JTBD you’ve selected, and discuss why you have chosen that one • Show your Outcome Expectations grid • Discuss the outcome expectations that you think are most important • Discuss the most important outcome statements you have come up with so far • Show the ‘perfect world’ value analysis chart • Show the current statechart, if you’ve gotten this far • Highlight where you think the most promising areas are for improvement

12. References [CV02] Jonathan Cagan and Craig M. Vogel, Creating Breakthrough Products, Prentice Hall, 2002, ISBN: 0-13-969694-6. [SSD09] David Silverstein, Philip Samuel, Neil DeCarlo, The Innovator’s Toolkit, John Wiley and Sons, 2009, ISBN: 978-0-470-34535-1.