Curso Job-to-be-done / The customer centered innovation map study notes part 1

Reference meeting

  • Scope: Jobs-to-be-done course
  • Study notes by Marcio S Galli
  • Status: Working draft
  • Reference: Talk / j2bd / the customer-centered innovation map part 1 - 2e81417e-9a05-4ff3-94ff-3b8660729eb3 Quinta-feira, 26 de dezembro⋅9:30 até 10:30am
  • Episode 2
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  • Prior 1

Study material

  • Date of article: may of 2008
  • Harvard Business review
  • Title: the customer centered innovation map
  • Authors: Lance Bettencourt, Anthony Ulwick
  • Referenced book: What Customers Want

Introduction

  • The human and the tool and the jobs to be done - the human, the person, an entity; they're using tools, various methods and with that becomes habit and cultural and social norms. (Marcio)

  • What's the design problem - according to the authors, p.2, we need two more systematic approach; using the idea of "getting the job done", that can be helpful in the process of design associated with discovery of innovating ideas.

  • The design problem - according to the authors, p.2, "in fact, The innovation journey for many companies is little more than hopeful wandering through customer interviews." - this idea assumes that customer interviews we're done in a non systematic or a non rigorous a method.

  • The basics for the method - consists of "breaks down the task the customer wants done into a series of discrete process steps." P.2

  • The name of the steps: define, locate, prepare, confirm, execute, monitor, modify, conclude.

  • Disambiguation - "job mapping" differs from "process mapping" - for job mapping, "the goal is to identify what customers are trying to get done at every step, not what they are doing currently." P.2

  • Relationship with user novation: better recognizes the possibility for change; it recognizes user innovation; we are not assuming that the actual job done, current approach, of the approach of tomorrow.

Marcio é um empreendedor com interesse em inovação, empreendedorismo, cultura e gestão. Formado em ciências da computação, Marcio fez seu estágio de graduação no Vale do Silício em uma das empresas que marcaram a história da Internet (Netscape Communications). Posteriormente mudou-se para o Vale do Silício trabalhando para Netscape / America Online, Yahoo! e posteriormente ao voltar ao Brasil, para a Mozilla Corporation (criadores do navegador Firefox). Antes de se tornar empreendedor e consultor, Marcio pode colaborar com vários departamentos como marketing, inovação, engenharia e em times de documentação e evangelismo. Se tornou autor de patentes internacionais e gosta de estudar e escrever para os futuros empreendedores e gestores. Marcio é apaixonado por comunicação, negócios, tecnologia e cultura. Alguns dos seus livros preferidos são High Output Management, Conscious Business, The Hard Things about Hard Things, Maslow on Management, The Startup of You, The Alliance, Zero to One, dentre outros.

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