Stefan F. Dieffenbacher
Founder & CEO
Working with some of the largest global companies in the world, Stefan is a highly recognized industry thought leader in innovation & transformation.
Tools & Models/Customer needs / JTBD
The Jobs-to-be-Done Statement and Map allow you to outline the important but unmet needs that your customer wants to have solved. Jobs-to-be-Done is the most critical tool to focus your innovation efforts, allowing you to systematically put the customer at the heart of your innovation process.
The authors
Founder & CEO
Working with some of the largest global companies in the world, Stefan is a highly recognized industry thought leader in innovation & transformation.
Partner Brand & Experience Design
Caroline is a veteran brand & experience leader who’s led design experience with some of the most respected brands in the marketplace.
The package
The case
Companies often build new products that no one wants! As a result, most organizations lack the understanding of what their customers truly need and thus miss critical opportunities. The customer’s unmet need should be at the heart of your innovation process. That is why we use Jobs-to-be-Done to identify it. These two tools will help you articulate the customer’s basic job and then discover the smaller tasks that customers will need to do to meet it.
The mechanics
Sometimes customers have no problem articulating the need they want to be met. Other times, it’s helpful to have a framework to guide what might otherwise just be a feeling that something is missing. The Job Statement gives you a template to help customers articulate their needs by simply filling in the boxes. In later steps, you will validate the Job Map through customer interviews and a large quantitative survey. The Job Map then helps you dig into this need by outlining the steps that often are part of solving a problem–such as defining, preparing, monitoring, etc. Put these eight boxes up on a big whiteboard, and work with your team to fill in the tasks and activities that you think your customer might be engaging in during each of these steps.
The purpose
What is the goal of the model?
A successful and customer-centric innovation process. Solving a problem for a customer is not only the best way to ensure that you aren’t wasting resources building something that no one wants; it’s the key to designing a truly innovative product and operating in a blue ocean.
Beyond the download
The PDF is yours to keep. But a model changes something only when it touches the work — and that is what Axibra does with it. The model becomes the structure your decisions are made in, and every outcome stays traceable back to the input it came from.
In practice
For years we applied this model by hand, in client engagements. It now runs inside Axibra.
Axibra helps organizations grow their innovation capability — across the whole company, not in one team.
See how it worksAxibra helps you understand your customers better and design products and services people actually want to use.
See how it worksAxibra closes the infamous gap between strategy and execution, and carries a transformation through to delivery.
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By subject
From here on
Axibra is where these models run. It carries a decision through to the work that follows it, and keeps every result traceable back to the input it came from. If you would rather start with a conversation, we are one call away.
Strategy does not fail in the thinking. It fails in the handover.
Stefan F. DieffenbacherFounder & Managing Director of Digital Leadership
