Mapping the Job to be Done
Details
#JTBD·CPH — Meetup #3
PROGRAM
🐦 17.20 - JTBD @ Falcon.io
Jaap Gerritsen, Head of Product Strategy at Falcon, will share a bit on how they work with JTBD across the organisation.
🔀 17.40 - Recap from last meetup: Switch Interviews
A quick primer on JTBD, for any newcomers to the group, and then a brief recap of our workshop session on Switch Interviews and the Forces of Progress diagram. (+ the links!)
🍤 17.55 - Snack break
A job to be done has important emotional and social factors. And so does our meetup group :D The group has been growing rapidly, in fact we're the 7th largest JTBD group on here, and this is only the third installment — let's get get to know one another!
🔬18.30 - Intro to Job Mapping
We’re taking a look at another tool this time: the Job Map.
Unlike traditional customer journey mapping, Job Maps are more about the underlying process that doesn’t change. In the words of its creator, Tony Ulwick:
“[…] the aim is to discover what the customer is trying to get done at different points in executing a job and what must happen at each juncture in order for the job to be carried out successfully.”
The Job Map is a central component of Ulwick’s ODI (Outcome-Driven Innovation®) framework, and the timing for our Meetup couldn’t be better, since Ulwick just released an ODI-flavored Jobs-to-be-Done canvas, that serves as a great high-level intro to the framework.
⚒ 18.45 - Group exercise: Job Mapping in practice
We’ll pair up and try working out a Job Map, taking turns in asking questions and breaking down the process: When trying to get a core job done, what matters at each step, and what related jobs might we uncover?
💡 19.30 - Wrap-up, drinks and shared discussions
See you soon!
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📚🔭🔑 PREP READING:
- Whitepaper on Job Maps (Ulwick, HBR, 2008): https://hbr.org/2008/05/the-customer-centered-innovation-map
- Job Mapping guidelines (see Section “Discover the Job Map”): https://docs.google.com/document/d/1t9eDZcpER0Nwy0t1D1RRyVEWW85lxWvi3hkhVjZXoBQ/edit#heading=h.vxm292oh0977
- ODI® Jobs-to-be-Done Canvas: https://jobs-to-be-done.com/the-jobs-to-be-done-canvas-f3f784ad6270
- How to Map a Customer Job (Ulwick, Marketing Journal): http://www.marketingjournal.org/how-to-map-a-customer-job-anthony-ulwick/
Mapping the Job to be Done