This is a hidden Gem, a very under appreciated process here, would literally cut billions of wasted R&D time if used systemically, and if used across government service providers and government educators.
Interestingly enough, the resurgence of retro music hardware is getting a different job done than they originally did. They're memorabilia, feed nostalgia, look great in a cabinet or displayed on the wall, show that you're a music aficionado, help support the artist, are fun finds on flee markets, etc, etc. Because if we're honest: the people who are buying vinyls to listen to them because they sound better than streaming - they're lying to themselves.
This presentation is gold. I have struggled to put JTBD concepts into practice and the ODI framework helped a lot. Also the questions were spot on and have a lot of added value. Amazing! Thank you.
This is a Great Lecture... Great Visual Tools... Great Methodology... but Maybe something is still unclear to me because I'm still not sold on "the Customers Don't have Latent Needs".... Don't get me wrong... I've viewed a bunch of frameworks that derive from this work, So to view the original masterpiece as delivered by the master himself is quite a delight to watch. But When ever I do my user profiles and stories, I always keep a clear separation between the customer's Needs and their Wants... A customer knows what they Want (subjective feeling of accomplishment and/or objective deliverables within their domain of interest).... which i consider is closely related to yet Different from the Metrics they use to assess our product (Needs as defined by this framework)... But they have no idea what they actually Need ( the physical tangible and tactile product with well articulated specs and requirement, which is crucial for their success stories)... At the End of the Day That is the kind of Need im trying to Satisfy.. That is our job... The innovator's job. We are the story-tellers... Sure the customer is an author, But they tell their stories on our platforms... The customer is a person in need who wants the wisdom of a well defined framework to guide his personal success... Much like me listening to this lecture... I am a Real Customer and I claim its true I have latent needs... I may know what i want but I am not god (used in a secular context, as in god of the gaps).. I am unaware of the total Ontology of things and events crucial to my success story... I cannot know everything....at least not yet he he :)
The first question of the Q&A relates to a B2B environment. These issues get even more complicated in a business to government environment because: - the end user has only a small influence on the buying decision - the buyer (cost focus) often has opposite incentives to the end user (quality focus) - there is a formal bidding process which means you must meet a pre-determined specification which makes it harder to delight customers with different ways of doing things Do you have any advice on applying jobs to be done to the complex sales B2G environment where the buyer is not the user, and the user is not the buyer?
Ulwick is awesome and JTBD is critical. But Milkshake as the walk-on music? WTH!? Yes, milkshakes have a great story related to JTBD (hbswk.hbs.edu/item/clay-christensens-milkshake-marketing) but still... no excuse for the event producer to play this song.
![BOWKYLION - วิงวอน (ex-change) [Official MV]](http://i.ytimg.com/vi/cLdnZWDaO-w/mqdefault.jpg)
This is a hidden Gem, a very under appreciated process here, would literally cut billions of wasted R&D time if used systemically, and if used across government service providers and government educators.
Interestingly enough, the resurgence of retro music hardware is getting a different job done than they originally did. They're memorabilia, feed nostalgia, look great in a cabinet or displayed on the wall, show that you're a music aficionado, help support the artist, are fun finds on flee markets, etc, etc. Because if we're honest: the people who are buying vinyls to listen to them because they sound better than streaming - they're lying to themselves.
This presentation is gold. I have struggled to put JTBD concepts into practice and the ODI framework helped a lot. Also the questions were spot on and have a lot of added value. Amazing! Thank you.
phenomenal
This is a Great Lecture... Great Visual Tools... Great Methodology... but Maybe something is still unclear to me because I'm still not sold on "the Customers Don't have Latent Needs".... Don't get me wrong... I've viewed a bunch of frameworks that derive from this work, So to view the original masterpiece as delivered by the master himself is quite a delight to watch.
But When ever I do my user profiles and stories, I always keep a clear separation between the customer's Needs and their Wants... A customer knows what they Want (subjective feeling of accomplishment and/or objective deliverables within their domain of interest).... which i consider is closely related to yet Different from the Metrics they use to assess our product (Needs as defined by this framework)... But they have no idea what they actually Need ( the physical tangible and tactile product with well articulated specs and requirement, which is crucial for their success stories)... At the End of the Day That is the kind of Need im trying to Satisfy..
That is our job... The innovator's job. We are the story-tellers... Sure the customer is an author, But they tell their stories on our platforms... The customer is a person in need who wants the wisdom of a well defined framework to guide his personal success... Much like me listening to this lecture... I am a Real Customer and I claim its true I have latent needs... I may know what i want but I am not god (used in a secular context, as in god of the gaps).. I am unaware of the total Ontology of things and events crucial to my success story... I cannot know everything....at least not yet he he :)
Wonderful perspective!
Would love to learn how to identify and harness latent needs. Any framework that you can link to?
Did they honestly play milkshake at the beginning of this? 😭😂
And for a reason
wonderful presentation. I am honoured to have watched it.
very nice talk, did some reading about JTBD but now I got the full picture
The first question of the Q&A relates to a B2B environment. These issues get even more complicated in a business to government environment because:
- the end user has only a small influence on the buying decision
- the buyer (cost focus) often has opposite incentives to the end user (quality focus)
- there is a formal bidding process which means you must meet a pre-determined specification which makes it harder to delight customers with different ways of doing things
Do you have any advice on applying jobs to be done to the complex sales B2G environment where the buyer is not the user, and the user is not the buyer?
You're confusing innovation for the end-user and innovation for the buyer. They may or may not be the same people. But the JTBD approach still works.
55:03 great question
Thanks for the upload. What do you charge for you/a 3rd party agency to carry out this research for us in order to find a business opportunity.
Dyson having 24% market share of what? Overpriced vacuum cleaners?
The answer to 29:04 can be given by qual researchers well versed in theories of anthropology.
Good one
Just a friendly recommendation .... The song in the begging is 'Ear Harassment' ... Thanks
Regards.
Ulwick is awesome and JTBD is critical. But Milkshake as the walk-on music? WTH!? Yes, milkshakes have a great story related to JTBD (hbswk.hbs.edu/item/clay-christensens-milkshake-marketing) but still... no excuse for the event producer to play this song.
I wrote a summary of this at tayler.io/jobs-to-be-done-summary/