Just as organizations have jobs for which they hire and fire employees, customers have jobs for which they hire and fire tools or solutions. Customers don’t buy products or services. They hire tools or solutions to get a job done.
Customers often must hire different solutions to accomplish discreet tasks in getting an entire job done. And they must go through a series of steps—the hiring process—to obtain each tool or solution and receive its intended benefits.
Customers rate each job, often times unconsciously, for how important it is to get done, how satisfied they are with the overall outcome, and how satisfied they are with each step of the process of getting their job done with their current solutions.
Identifying an important yet unsatisfied or under-satisfied hiring process or outcome is your opportunity for innovation and growth. It’s uncontested market space; a blue ocean market.
To take advantage of these opportunities for growth, follow my outcome-focused approach to innovation:
- Instead of focusing on what the solution you currently offer does, focus on the job your customer needs to get done.
- Uncover which of the customer’s jobs-to-be-done are of high importance and unsatisfied or under-satisfied.
- Examine the customer’s experience with their current ‘hiring process’ and determine which steps they are unsatisfied with.
- Create new solutions or adapt current solutions that raise the customer’s satisfaction above every existing alternative.
Connect with me to learn more about Outcome-focused Innovation and the secrets to identifying important yet unsatisfied jobs-to-be-done.
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