The JOB-TO-GET-DONE (JTGD) CANVAS: The Simplest and Fastest Way to Continuously Innovate on Products, Services, and Business Models
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Entrepreneurs, startups, and established companies spend a lot of time and money innovating on products, services, and business models. However, it is estimated that about 90% of innovation projects fail to generate profitable returns. The truth is that the large majority of entrepreneurs, startups, and established companies develop novel products that targeted customers neither want nor need. So, what is the way forward? What is the best way to reduce waste of resources especially money and time in innovation projects? The answer may lie in the Job-To-Get-Done (JTGD) Canvas which is a simple visual tool that illustrates WHY customers "hire" products, services, and business models to get jobs done especially cost effectively. Based on the visual layout of Alexander Osterwalder's Business Model Canvas, the JTGD Canvas highlights the logic or axiom of "Customer hires Tool to Get Job Done WHILE Minimizing Pain and Maximizing Delight." By using the JTGD Canvas to simply and quickly collect as well as deeply understand customer stories, entrepreneurs, startups, and established organizations can design awesome customer experiences for customers. Using the JTGD Canvas reduces innovation risks while delivering profitable products, services, and business models to delighted customers. Explore the Job-To-Get-Done (JTGD) Canvas ... http://goo.gl/fn9TLy
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The JOB-TO-GET-DONE (JTGD) CANVAS: The Simplest and Fastest Way to Continuously Innovate on Products, Services, and Business Models
- 1. Apple’s Job-‐To-‐Get-‐Done (JTGD) Canvas PRODUCER/SYSTEM (Tool: Product/Service/Process) JOB-‐TO-‐GET-‐ DONE (JTGD; Verb + Object) CUSTOMER (Subject) How? iPod -‐: PAIN (Cost/Constraint/Risk) Where? When? +: DELIGHT What? Who? (Benefit/Revenue) Simply Observe, Collect, and Organize User Stories … in the Past, Present, and Future Listen to music OUTCOME (Noun) VALUE (Trade-‐off) Why? PRESENT Note: The visual structure or layout of the “Job-‐To-‐Get-‐Done (JTGD)” Canvas is adapted from the Business Model Canvas (hPp://www.businessmodelgeneraSon.com) and is licensed under the CreaSve Commons APribuSon-‐Share Alike 3.0 Un-‐ported License
- 2. Sony’s Job-‐To-‐Get-‐Done (JTGD) Canvas Simply Observe, Collect, and Organize User Stories … PRODUCER/SYSTEM (Tool: Product/Service/Process) JOB-‐TO-‐GET-‐ DONE (JTGD; Verb + Object) in the Past, Present, and Future CUSTOMER (Subject) How? Walkman -‐: PAIN (Cost/Constraint/Risk) Where? When? +: DELIGHT What? Who? (Benefit/Revenue) Listen to music OUTCOME (Noun) VALUE (Trade-‐off) Why? PAST Note: The visual structure or layout of the “Job-‐To-‐Get-‐Done (JTGD)” Canvas is adapted from the Business Model Canvas (hPp://www.businessmodelgeneraSon.com) and is licensed under the CreaSve Commons APribuSon-‐Share Alike 3.0 Un-‐ported License
- 3. Job-‐To-‐Get-‐Done (JTGD) Canvas PRODUCER/SYSTEM (Tool: Product/Service/Process) JOB-‐TO-‐GET-‐ DONE (JTGD; Verb + Object) CUSTOMER (Subject) How? -‐: PAIN (Cost/Constraint/Risk) Where? When? +: DELIGHT What? Who? (Benefit/Revenue) Simply Observe, Collect, and Organize User Stories … in the Past, Present, and Future OUTCOME (Noun) VALUE (Trade-‐off) Why? Note: The visual structure or layout of the “Job-‐To-‐Get-‐Done (JTGD)” Canvas is adapted from the Business Model Canvas (hPp://www.businessmodelgeneraSon.com) and is licensed under the CreaSve Commons APribuSon-‐Share Alike 3.0 Un-‐ported License
- 4. Job-‐To-‐Get-‐Done (JTGD) Canvas Simply Observe, Collect, and Organize User Stories … in the Past, Present, and Future How? What? Who? Why? Where? When? Note: The visual structure or layout of the “Job-‐To-‐Get-‐Done (JTGD)” Canvas is adapted from the Business Model Canvas (hPp://www.businessmodelgeneraSon.com) and is licensed under the CreaSve Commons APribuSon-‐Share Alike 3.0 Un-‐ported License
- 5. Job-‐To-‐Get-‐Done (JTGD) Canvas How? • What is the main product? • How did you first hear about the product? • How long did you search before you bought or obtain product? • How did you feel (delight; pain) a_er buying or obtaining the product? • How much does it cost to obtain product? What? Who? * What is your role in the team? * What are jobs-‐ to-‐get-‐done/ outcomes for given theme? * What pro-‐ ducts are used? * What prob-‐ lems do the products solve? * What strug-‐ gles before/ during/a_er? • Who uses the product? • Did you buy/obtain product for yourself or someone else? • What is the relaSonship? • How many people in your organizaSon use the product? • With whom do you (internally/ externally) collaborate? • Why did you go looking/shopping for the product? • Why did you choose or buy the product: trade-‐off; value factors? Where? When? • Would you recommend the product to another customer? [On a scale from • 0 (low) to 10 (high)?] Why? Simply Observe, Collect, and Organize User Stories … in the Past, Present, and Future Why? Note: The visual structure or layout of the “Job-‐To-‐Get-‐Done (JTGD)” Canvas is adapted from the Business Model Canvas (hPp://www.businessmodelgeneraSon.com) and is licensed under the CreaSve Commons APribuSon-‐Share Alike 3.0 Un-‐ported License
- 6. Job-‐To-‐Get-‐Done (JTGD) Canvas PRODUCER/SYSTEM (Tool: Product/Service/Process) How? • What is the main product? • How did you first hear about the product? • How long did you search before you bought or obtain product? • How did you feel (delight; pain) a_er buying or obtaining the product? • How much does it cost to obtain product? JOB-‐TO-‐GET-‐ DONE (JTGD; Verb + Object) CUSTOMER (Subject) What? Who? * What is your role in the team? * What are jobs-‐ to-‐get-‐done/ outcomes for given theme? * What pro-‐ ducts are used? * What prob-‐ lems do the products solve? * What strug-‐ gles before/ during/a_er? • Who uses the product? • Did you buy/obtain product for yourself or someone else? • What is the relaSonship? • How many people in your organizaSon use the product? • With whom do you (internally/ externally) collaborate? • Why did you go looking/shopping for the product? • Why did you choose or buy the product: trade-‐off; value factors? Where? When? • Would you recommend the product to another customer? [On a scale from • 0 (low) to 10 (high)?] Why? Simply Observe, Collect, and Organize User Stories … in the Past, Present, and Future Why? VALUE (Trade-‐off) Note: The visual structure or layout of the “Job-‐To-‐Get-‐Done (JTGD)” Canvas is adapted from the Business Model Canvas (hPp://www.businessmodelgeneraSon.com) and is licensed under the CreaSve Commons APribuSon-‐Share Alike 3.0 Un-‐ported License
- 7. Job-‐To-‐Get-‐Done (JTGD) Chain Simply Observe, Collect, and Organize User Stories About Theme: …………………………………………………………………………….. #1APEX. Dr. Rod King. rodkuhnhking@gmail.com & hZp://businessmodels.ning.com & hZp://twiZer.com/RodKuhnKing Who? What? How? Why? Where? When?
- 8. Job-‐To-‐Get-‐Done (JTGD) Chain Simply Observe, Collect, and Organize User Stories About Theme: …………………………………………………………………………….. * Who uses the product? * Did you buy/obtain product for yourself or someone else? * What is the relaSonship? * How many people in your organizaSon use the product? * With whom do you (internally/externally) collaborate? * What is your role in the team? * What are jobs-‐to-‐get-‐done/outcomes for theme? * What products are used? * What problems do the products solve? * What struggles did you have before/during/a_er obtaining products? * How did you first hear about the product? * How long did you search before you bought or obtain product? * How did you feel a_er buying or obtaining the product? * How much does it cost to obtain product? * Why did you go looking/shopping for the product? * Why did you choose or buy the product: value factors? * Would you recommend the product to another customer? [On a scale from 0 (low) to 10 (high)?] Why? * Where is the product offered/sold/used? * Where did you obtain or buy the product: online/offline/TV? * If you could wave a magic wand and let a problem disappear, where would that problem be? * When did you start looking for/using the product? * When do you most enjoy using the product: How do you feel? * When do problems with the current product occur? * When do you start looking for another product or subsStute? #1APEX. Dr. Rod King. rodkuhnhking@gmail.com & hZp://businessmodels.ning.com & hZp://twiZer.com/RodKuhnKing Who? What? How? Why? Where? When?