The process for mapping “jobs” is broadly –
- Understand what jobs customers are trying to get done & understand why customers have different jobs
- Explore what people are currently doing/using & understand the associated pain points
- Define from the customer’s point of view what a ‘win’ looks like for a particular job
- Look at obstacles that get in the way
- Assessing what value the customer places on the job (pricing by value, not cost-plus)
- Understanding your competition based on what alternatives the customer might consider – then designing to win on functional & emotional benefits
Then, the authors present a framework for designing and testing ideas against the definition earlier developed. They are critical of current practices – like brainstorming workshops – that many companies employ, saying they’re typically resource intensive and generate low quality outputs.