The Customer Job To Be Done Canvas - Prototype
At an increasing rate (according to IBM C-Suite studies) companies are seeing that they need to figure out ways to put the customer at the center of their attention and decisions. But do businesses have the data or insight to put them there? In the MIT Sloan Management Review article Finding The Right Product For Your Product Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise Nitterhouse discusses the idea of understanding what jobs customers are trying to solve and then figuring out the reason people are pulling the product into these jobs. As many others I am currently prototyping a tool for this theory (Work-In-Progress) and my work so far can be seen and downloaded here. I'm employing the same strategies towards my own business as I do with my clients, therefore the tool is still just a prototype being redesigned and redesigned again. But hopefully there are people out there interested in trying the tool out, give feedback and help on the way forward. This tool is not a parking lot for an idea - but a continuous, hopefully never-ending process.
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The Customer Job To Be Done Canvas - Prototype
- 1. THE CUSTOMER_JOB_TO_BE_DONE CANVAS - HT_PROTOTYPE_002 The Customer_Job_To_Be_Done Canvas is built on the ideas of Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise Nitterhouse in their MIT Sloan Management Review Article Finding The Right Job For Your Product. It is also extended/influenced by Shoshana Zuboff’s McKinsey Quarterly Article Creating Value in The Age of Distributed Capitalism. THIS TOOL IS A PROTOTYPE. NEVER USE IT AS IT IS. BUT UNDERSTAND IT, YOUR OWN SITUATION AND CUSTOMER JOB’S - AND THEN REDESIGN IT TO YOUR INDIVIDUAL NEEDS. GOOD LUCK 8BARRIERS THE JOB THE CUSTOMER THE OPPORTUNITIES MOTIVATION What motivated the customer to pull the product into their life? The last time they did the job and didn’t use the product - what did they use? What are the pains in the job the product or service is solving? GAINS ROOT CAUSE / AMBITION What is the root cause for the customer doing the job? RESCUE What assets in today’s job could be set free and digitized? BYPASS What process in today’s job could as well be skipped? RECONFIGURE INDIVIDUALIZATION What would the customer gain from individual tailoring of the product? SUPPORT LONGEVITY What would the customer gain from the company helping with the job every day / in their every day processes? #ROLE SOCIAL What is the social role of the job? In the customer’s words - what is the job they are doing that causes them to pull the product or service into their life? #ROLE FUNCTIONAL What is the functional role of the job? JOB_TO_BE_DONE #ROLE EMOTIONAL What is the emotional role of the job? SITUATION/LIFECYCLE What, where, when and why did the job occur? As a decision journey or as a part of the customers everyday processes? “ HELGE TENNØ HELGETENNO.COM