The UNITE Jobs-To-Be-Done Statement & Map
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.
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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.
Caroline Hüttinger
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.
Susanne M. Zaninelli
Partner Culture Change
Susanne is a leading authority in the field of culture change. She has led organizational change projects for key players across the world.
Dr. Andreas Rein
Partner for Organizational Development
Andreas Rein is a C-Level sparring partner and organizational development agent supporting organizations from strategy to agile execution.
Sascha Martini
Partner for Innovation & Digital Transformation
Sascha is a world class innovation & digital transformation leader with a human centered approach. Ex-R/GA & razorfish CEO.
Adam D. Wisniewski
Partner for IT Strategy & Business Alignment
Adam is a seasoned transformation and digitization expert. He led major programs at the intersection of IT and business for international organizations
Proudly developed & shared by
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.
Helge Tennø
Alexis Terré
Business Coach, Full of Joy
Design Thinker (and Doer) : Making your teams & business more creative, inspiring and glorious!
What the download contains
- The UNITE Jobs-to-be-Done Customer’s Job Statement
- The UNITE Jobs-to-be-Done universal Job Map
- The UNITE Jobs-to-be-Done Template for defining Customer Criteria
- The UNITE Innovation Approach | Overview
- The UNITE Innovation Approach | Stage 2
- The UNITE Overview of the Jobs-to-be-Done process, helping you understand at what stage and in what context you will work on Jobs-to-be-Done
- Overview of the entire UNITE Business Model Framework, helping you understand the role of customers and their Jobs-to-be-Done in context
The clear template structure helps define your Customer Job Statement
The Job Map helps you prepare for your Jobs to be Done Interviews
Customer Criteria allow you to understand how customers measure success
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Richard Cobie, CEO
Reviewed on 15 July 2022
5.0 out of 5 stars Recommended as a purchase, worth the investment!
I completely re-evaluated the role of innovation in business growth: before reading this book I have to admit I thought it only entailed product new features and technologies enhancements, while now I see it has everything to do with meeting customer needs and uncovering a business USP, which automatically translates in sales! Could not recommend it more!
Janette Lavalier, Innovation Professor and Consultant
Reviewed on 15 July 2022
5.0 out of 5 stars Recommended as a purchase, worth the investment!
Unlike most business innovation books I read over the last years (and even decades) when reading How to create innovation you immediately understand the authors have been there, innovating and transforming some of the world's most amazing brands. Great work!
Karl Meckel, Change Development Manager
Reviewed on 18 July 2022
5.0 out of 5 stars Recommended as a purchase, worth the investment!
Not only this book offers the most comprehensive innovation and business change overview but it really helps you take the next step, driving you step by step from theory to practice (also with super useful background notes and driving questions)
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Reviewed on 2 Aug 2022
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I really enjoyed the whole book, but mostly the culture chapter, mainly because I always failed to acknowledge its major role in favouring or inhibiting business growth. Loved the graphics that helped connect all the dots in a visually appealing (and way easier) way.
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Reviewed on 13 Aug 2022
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We’been willing to innovate our business for some years now, but then we always got stuck before we even started, because basically we had no idea where to start…This book helped us do just that: find the right starting point with guiding questions and an incredibly comprehensive innovation overview.
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Why we use it
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 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.
How It Works
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.
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.
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.
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Stefan F. Dieffenbacher
Founder & Managing Director of Digital Leadership
Book How to Create Innovation