When Jobs to be Done backfires
Stefano Zorzi
7212

Hey Stefano,

The problem here is that what you’re describing isn’t JTBD. You’re describing a variant of ODI (Outcome Driven Innovation).

You’re right. Designing for outcomes is a problem. Outcomes are the result of an action. The problem? If that action changes in the future, those outcomes you previously measured are all gone.

For example:

Old way = buy lawnmower and take care of the lawn myself

New way = pay for a lawn care service

Now, if you measured all those “outcomes” associated with owning and using a lawnmower, well, you’ve missed the opportunity to create a new service (lawn care)

If you’re still curious for more, check out jtbd.info.

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