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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?
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