Jobs+To+Be+Done

Jobs To Be Done Analysis
Tuesday, February 1, 2011 <>

**Topic overview:**
The focus of today's class will be learning to use three related analysis techniques: Jobs To Be Done (JTBD) Analysis, Outcome Expectation Analysis, and Value Quotient Analysis to identify, filter, and select Innovative Product Opportunities for your organization to pursue and develop. All of these tools are complementary to, and often used in conjunction with, SET factor analysis as tools to find Product Opportunity Gaps (POGs).

By the end of class today, you should:
 * Understand the concept of 'hiring' a product to do a job, and use the technique of identifying and understanding the Job To Be Done as a way to uncover new Product Opportunity Gaps
 * Understand the concept of Outcome Expectations, and analyze these expectations to identify Product Opportunity Gaps.
 * Be able to explain the idea of the Value Quotient, and apply the idea to evaluate the merit of relative approaches to meeting customer's needs, wants, and desires.

**Preparation for class:**
Today's class will build on the material covered in chapters 1 and 5 of [CV02] from previous classes. We will also introduce three additional opportunity identification techniques covered in the first three chapters of The Innovator's Toolkit [SSD09]:
 * Jobs To Be Done (JTBD)
 * Outcome Expectations
 * Value Quotient

Please review these techniques on pages 1-20 of [SS09] prior to class.

**Reference materials:** Slides: