Interviewing customers is an integral part of JTBD and other customer development methods. Lining up interviews is difficult to say the least. Some suggestions for overcoming the "What's in it for me" (WIIFM) barrier are presented.
A JTBD represents a situation where products are used for purposes beyond their purely functional aspects. True innovation can come from this realization. Do all products have jobs-to-be-done? Does improving function or process constitute innovation?
JTBD involves understanding a user's situation, what she is attempting to get done, her pains, fears, and other emotional elements. The Value Proposition Canvas is a visual tool to represent much of the same. I would like to explore how the two could be used together.
Innovation in an enterprise can take many forms. Product innovation is only one of the many possible ways in which enterprises can stay on top of their game.
