Steven Fransblow of Innosight gave an eye-opening talk this week at the Boston Product Management Association November meeting on the JOBS™ approach to successful innovation.
The JOBS™ blueprint focuses on four key issues:
J: Job - What is the problem to be solved for a specific consumer and set of circumstances?
O: Objective - What are the functional, social, and emotional metrics of purchase and use?
B: Barriers - What are the financial, skill, time, access, and behavioral obstacles that prevent the job from getting done satisfactorily.
S: Solutions - What are the products, services and compensating behaviors that can overcome the barriers, achieve objectives, and satisfy the requirements.
One of Steven's key points was that successful innovation does not mean making "perfect products". It means making products that delight customers without overshooting the requirements which often leads to schedule delays, cost overruns and uncessesary complexity that detracts from successful adoption.
In addition to books published by Innosight, and an MIT Sloan article, Finding the Right Job for Your Product Steven provided the following free online resources for more information.
Strategy & Innovation: Innosight’s newsletter focusing on strategies for business growth.
Innosight’s blog highlighting recent disruptive innovations