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 ...