![]() Now consider the three core phases of the Blueprinting Discovery Interview: Problems, Ideal State, and Triggered Ideas.Įach section of the interview is built upon a platform of jobs-to-be-done as applied to your B2B market. Suppose you’ve scoped your project around the job “Provide oxygen therapy.” You have taken a step back from your product, nitrogen, and instead are focused on the job. JTBD naturally integrates with Blueprinting: New Product Blueprinting is an applied jobs-to-be-done for B2B process. As an alternative, you could use a JTBD approach – and define job-segments as such:ģ. In a traditional scenario, you could define your segments along verticals such as agricultural, industrial, medical and energy. Imagine that your company produces nitrogen. Consider that within B2B, we often have products that perform many jobs. The “job” of Step 1 is to select a market to study. JTBD guides us as we execute New Product Blueprinting’s Step 1: Market Research The new products outperform the old in addressing the same jobs. It’s just that these new solutions do them better – and so we spend more time on Facebook than writing letters – and we spend more time on LinkedIn than at Rotary Club meetings. We were doing these things before we had Facebook or LinkedIn. LinkedIn can help us to expand our professional connections, market our services, or even get a job. Facebook helps us to keep in touch with friends, document memories, and even entertain ourselves. We use new product technologies such as Facebook and LinkedIn– but the jobs they address are not new in the least. Whereas products come and go – technologies come and go – jobs are stable over time. JTBD provides a longer time horizon than a product focus. There are many benefits – but we will focus on just four specific to New Product Blueprinting: 1. How is it useful to understand jobs-to-be-done for B2B? When we consider the job that a customer purchases our product for, then and only then – do we see the market from our customer’s perspective. All of this “expertise” separates us from our customers and what they really care about… getting a job done. We’re in the software business, etc.Ĭlick here to learn about the 7 Steps of New Product Blueprintingįurther, we’re likely to have product experts, technical experts, software experts and the like. We’re in the construction equipment business. For example, w e’re in the adhesives business. As such, it is common that we define our business by the products we sell. In all innovation discussions – we should consider the word “product” broadly – meaning that it could be a tangible product but it could also be a service, a business model – or any solution whatsoever. What job does your product help your customer to accomplish? This is the key question when executing jobs-to-be-done for B2B markets. In their 1991 article “Voice of the Customer”, Griffin and Hauser defined a customer need as “a description, in the customer’s own words, of the benefit that he, she or they want fulfilled by the product or service.” This idea of a “customer job statement” builds upon this idea in that it gives structure to the vague concept of a benefit. Job statements such as these are precise versions of customer need statements. This could be a goal, an objective, or a problem to be solved. So, what is jobs-to-be-done then?Ī customer job is a statement, beginning with a verb, of what a customer wants to accomplish. Like most powerful ideas, it is a simple concept with broad application. Second, it does not apply to us – or our business. Unfortunately, this brings some baggage along: the concept and its acronym “JTBD” – can generate two unhelpful errors in thinking.įirst, it sounds complex – perhaps something best left to academics or high-priced consultants. Part of the lexicon for practitioners, strategists and executives. The phrases “customer job” and “jobs-to-be-done” are ubiquitous. It’s time to understand jobs-to-be-done for B2B However, whereas New Product Blueprinting is a defined, step-by-step method, “jobs-to-be-done” itself is a concept which can be more confusing. New Product Blueprinting is a practical method of applying jobs-to-be-done for B2B markets.
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