Blueprinting Center & Methodology
- Blueprinting Center
- What is New Product Blueprinting?
- How is Blueprinting learned and applied?
- How does Blueprinting fit with a stage-and-gate process?
- How does Blueprinting fit with strategic planning?
- How does Blueprinting fit with Design Thinking?
- How does Blueprinting fit with Lean Startup?
- How does Blueprinting fit with Minesweeper de-risking?
- How does Blueprinting fit with LaunchStar product launch?
- What innovation metrics should we use?
- What is "Jobs-to-be-Done?"
Market Segmentation (Step 1)
Discovery Interviews (Step 2)
- How to plan Discovery interviews
- Preparing your interview team
- Convincing customers to be interviewed
- How to handle confidential info in an interview
- How to conduct a Discovery interview
- Finding & using a digital projector for interviews
- How to conduct a customer tour
- How to debrief & follow-up a Discovery interview
- Engaging your sales colleagues in interviews
- Engaging distributors in interviews
- Interviewing customers down the value chain
- How to interview remotely with web-conferences
- How to interview at trade shows & other venues
- Interviewing in different global cultures & languages
- How to listen well during customer interviews
- How to probe during customer interviews
- How to gather economic data during interviews
- How to create & use Current State questions
- How to identify Must Haves (MH)
- How to select Top Picks (TP)
- How to use Trigger Maps
- How to form Outcome Statements
Preference Interviews (Step 3)
Rest of Blueprinting (Steps 4-7)
2. What is a "Job-to-be-Done" (JTBD)?
A "job-to-be-done" is a customer's goal, objective, or problem to be solved.
What is a JTBD?
A JTBD is a customer’s goal, objective, or problem to be solved. In the end, it turns out that customers don’t really care about products. They are not concerned with brands or technologies. They only care about getting their jobs done. This is a similar a more traditional marketing concept, that customers buy benefits, not products. However, with the JTBD, we introduce a language, a precision, that we can use to define markets and segments. It provides the framework that we can apply to understand any market – while ensuring that we see it from the customer’s point-of-view.
A JTBD statement should always begin with a verb. For example: Learn a skill. Prepare a meal. Finance a home. It is a statement of action, defining what the customer seeks to accomplish. Further, it should be as solution-independent as possible. The more solution-independent it is, the more stable it will be over time. For example, the job "Travel from point A to B" has been around as long as men have walked the Earth. But the job "Travel from point A to B in a car" is a narrower job, limited to the context of a car.
The best job statements should be unambiguous and not open to interpretation.