Last week I connected with another Indie Hacker @typeofgraphic and he shared with me a useful framework for describing and modelling the problem you're trying to solve and evaluating the value of your ideas in relation to that problem. It's called Jobs-To-Be-Done theory and was developed by Tony Ulwick. The core idea is intuitive -- innovation becomes much more predictable - and far more profitable - when it begins with a deep understanding of the job the customer is trying to get done.
If a product team could know in advance what metrics its customers were going to use to judge a new offering, it could optimize the product to address those metrics - and predictably deliver a winning solution.
People don't want a quarter-inch drill, they want a quarter-inch hole.
The data model aligns teams with a common language and understanding of customers and their needs - driving customer-centric and data-driven decision-making across the organization.
The data model can be useful in
The perfect need statement has these unique characteristics and is called a desired outcome
A desired outcome statement is a structured statement defining how customers measure value and how a company can create it.
It should take this form:
Direction of improvement + Performance metric + Object of control + Contextual clarifier
An example would be: When trying to listen to music, a listener may want to “minimize the time it takes to get the songs in the desired order for listening”.
This level of granularity in defining a need is critical to establishing valuable input into the innovation process.
The only way to find segments of customers with different unmet needs is to segment the market around unmet needs. Outcome-based segmentation reveals under- and overserved segments, their size, and which outcomes to target for growth.
I just wanted to share some thoughts around jobs theory. I found it quite compelling and I hope that you find this useful as well.
Here are the resources I used to gather my notes about the topic.