ILEAD USA Colorado

Introduction to Innovation

Our focus today

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Foundational Concepts

1. Customers hire products and servicesto get functional and emotional aspects of jobs done.

2. How the job is scoped impacts innovation.

3. Customers define success and failure criteriafor each job (called outcome expectations).

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1. Job To Be Done

“The lesson here for the drill

manufacturer is that if they really

believe their business is the

manufacture of drills rather than, say,

the manufacture of the means of making

holes in materials, they are in grave

danger of going out of business as soon

as a better means of making holes is

invented, such as, say, a pocket laser.” 6

What does the customer need?

Job to be Done

Old Solution Newer Solution

Get somewhere Horse Car, plane

See clearly Glasses Contacts, Lasik

Search for information

Library* Internet

*Actual example used in the workshop and book

Wear clean clothes

Washing machine and detergent

Wait ‘til you hear this!7

Aspects of JTBD

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Functional (practical, objective customer

requirements)

Emotional (subjective customer requirements)

Personal (how customer feels about the

solution)

Social (how customer believes he’s perceived

by others while using the solution)

Shoot for specificitySolution-neutralaction verb + object of action + (optionally)

contextual clarifier. For example: Hang a framed print on the wall in my officeShare accurate procedural information with work

colleaguesListen to music while working outEntertain my young children on long weekendsGet away from work during my lunch hour

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Think of a topic from your own work where you might benefit from creative thinking.

Use the formula, action verb + object of action + contextual clarifier.

Write a job statement

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Paradigm Shift

1. What functional or emotional job

to be done is satisfied by a book?

What else (“out there”/our

competitors) also satisfies that

same need?

2. Segment customers by

JTBD/outcomes, not by

demographics or products. What

would this mean?

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2. Job Scoping

Ensure that the innovation opportunity is effectively targeted at an actionable level

Solve the right problem

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Go broader or narrowerExample: Increase circulationEach of these merits different solutions.

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• Increase circulation of children’s items• Increase circulation of

children’s DVDs• Increase circulation of

children’s educational DVDs

Why are items not circ’ing?

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Example from Workshop

From Library’s

Perspective

Broaden the focus by

asking, “Why do we want

to solve this problem?”

Narrow the focus by

asking, “What is stopping

us from solving this

problem?” Or, “What is

the root cause of this

problem?”

From Patron’s

Perspective

Go higher: Ask the

patron, (higher:

fundamental aim), “Why

are you doing what

you’re doing?”

Go lower: Ask the patron,

“What prevents you from

doing it? What are the

obstacles?”

Scoping a JTBD

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Scope It!

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3. Outcome Expectations

Give customers more of what they desire. Determine what is of value to customers.

Each step in a process and each job has OE attached

Set by the customerSolution has to meet these parameters.Metrics: What is acceptable to the patron?

How will we know if we’ve met their needs?

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Common OE Drivers

Customers often want it faster, cheaper, better._________________________________________Minimize costIncrease safetyIncrease flexibility/optionsIncrease ease of doing a jobIncrease speed (minimize time)Increase quality (reliability, accuracy,

maintainability, consistency/predictability, completeness)

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Two Questions

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What to tackle first? For each step in a process or each outcome expectation, ask the patron: 1. How satisfied are you?

2. How important is this to you?

?

?

What is the best opportunity?

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New thinking?Best

opportunit

y!

Random Stimulus

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“Humans naturally establish logic

patterns as they process

information over time, so creative

thinking actually becomes

unnatural.

The only way to spark it is to move

away from these patterns, and

using random stimulus is one

way to do that.”

*4

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1. Random Stimulus:mayonnaise2. What comes to mind when you think of mayonnaise?3. What does any of the above have to do with our JTBD, Increase foot traffic in our libraries?

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http://innovatorstoolkit.com/

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http://www.toddhenry.com

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Now that you’re

completed exhausted from new

information…

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