7 Skills to Unlock Your Innovation Potential: #3 Go Beyond the Job To Be Done

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The concept of the Job To Be Done revolutionized the field of innovation. But is that enough? Dr. Phil Samuel challenges us to go beyond this concept and ask: How will you transform the life of your customer?

  1. Lean Methods
  2. bmgi
  3. innovation
  4. philip samuel
  5. strategy
  6. Customer Support (Organization Sector)
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Dr Samuel. I don't think you're being fair here to what job-to-be-done offers you.

JTBD is all three (maybe even more) spheres: functional, emotional and social.
Taking your example, getting a scan is the functional part. You omitted the other two in your video.
You don't have to go beyond JTBD . Rather just work on the other two aspects, namely emotional and social jobs, and you'll be just fine because you'll consider the job in the context of a hospital with your customer being a child. Through interview and observation (and empathy) you might discover they are afraid of stuff.

You've made a useful point about empathy though. Resonates perfectly with the thoughts within JTBD interviews and ties in with ideas pioneered by IDEO.

piotr