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JTBD of Drill + Six Growth Paths +

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John Cooper

on 15 March 2013

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Transcript of JTBD of Drill + Six Growth Paths +

Six Market Growth Paths Product or service innovation Improvements that are made to existing
products and services. http://www.packagingoftheworld.com/2010/06/heinz-dip-squeeze.html Addressing many underserved outcomes is
likely to produce a breakthrough improvement. Maximize the benefits of organic baby food
Maximize the usability of baby food packaging
Minimize chemicals or non natural ingredients in baby food
Minimize mom's time to feed their child. http://www.leverduredelmioorto.it/ Getting fresh vegetables or fruits.

Owning a organic vegetable garden.

Planting their own vegetables. 1. Minimize the number of messages that are misunderstood
2. Minimize the number of interruptions during a communication
3. Minimize the amount of interference encountered when communicating
4. Minimize the effort required to communicate discreetly
5. Minimize the number of annoying incoming communications
6. Minimize the time it takes to confirm receipt of a communication
7. Minimize the effort required to establish a record of the communication
8. Minimize the number of communications that can be intercepted
9. Minimize the likelihood of making inadvertent changes to established settings
10. Minimize the effort required to program the device
11. Minimize the effort to operate the device with gloves on Segment 1 opportunities Segment 2 opportunities Segment 3 opportunities 4. Minimize the effort required to communicate discreetly
7. Minimize the effort required to establish a record of the communication
8. Minimize the number of communications that can be intercepted 1. Minimize the number of messages that are misunderstood
2. Minimize the number of interruptions during a communication
3. Minimize the amount of interference encountered when communicating
9. Minimize the likelihood of making inadvertent changes to established settings
11. Minimize the effort to operate the device with gloves on 5. Minimize the number of annoying incoming communications
6. Minimize the time it takes to confirm receipt of a communication
10. Minimize the effort required to program the device Segment differences Segment 1 hired mobile radio products to: communicate privately, discreetly or covertly without being noticed by others
and without being overheard. Mostly young men, who live in urban settings Segment 2 hired mobile radio products to: Clear messages, few interruptions, lower interference, low risk of changing setting by accident, easy to use with gloves on Few important incoming calls, quick receipt confirmation, easy to program device Segment 3 hired mobile radio products to: Resulting solution Enhanced encryption
A mechanism to prevent others from
overhearing communications
Noiseless operation Voice command technology
Emergency locators
Modifications to permit use with
gloves Easy-to-program radio
Mechanisms to ensure message receipt Segmentation for the purposes of innovation The opportunity landscape determines the strategy... Strategies for developing solutions... Importance Satisfaction Importance Satisfaction If your opportunity landscape has a large number of
outcomes that are important but have low levels of
satisfaction, your first strategy for developing solutions
should be "Product or Service Improvement" If your opportunity landscape has a large number of
outcomes that are important but have low levels of
satisfaction and you have tried to develop solutions using
a "product or service improvement" strategy and the results
are still not solving the problem then you are forced to explore
breakthrough or radical solutions. Importance Satisfaction If your opportunity landscape has a large number of
outcomes that are appropriately served then there is
little opportunity to create new value. You will be forced
to adopt a "sustaining" strategy or alternatively explore
other jobs and outcomes in your context... If your opportunity landscape has a large number of
overserved outcomes then the value creation strategy
that should be explored is a low cost disruption. Value
can be created by making solutions that are easier to use,
are easier to access or obtain or simply make the solution
cheaper...
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