Jobs to be Done Concept

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Questions and Answers

What is the speaker suggesting the audience do with their story?

Create a video presentation

Make a storyboard

Act it out in a quick skit (correct)

Write it out in a script

What is provided to help create a storyboard?

A script template

A storyboard worksheet (correct)

A character development guide

A story outline template

What is the purpose of creating a solution architecture?

To create a new product

To create a more organized presentation of ideas (correct)

To filter out bad ideas

To prioritize ideas based on feasibility

What is the result of clustering individual ideas?

A set of directives Signup and view all the answers

What is the top level of the solution architecture?

Overall goal Signup and view all the answers

What is the benefit of presenting a solution architecture?

It reduces the number of ideas presented Signup and view all the answers

How does the speaker suggest using AI opportunities?

To generate images Signup and view all the answers

What is the purpose of creating a storyboard?

To plan out a story or idea Signup and view all the answers

What is the relationship between directives and ideas?

Directives categorize individual ideas Signup and view all the answers

What is the example of a directive mentioned in the text?

Simplify logistics Signup and view all the answers

What is the purpose of writing strategy level concepts?

To articulate a high-level idea or direction for the organization Signup and view all the answers

According to the framework mentioned, what is the purpose of the 'where to play' question?

To decide who the target users and customers are and what products and services to offer Signup and view all the answers

What is the value of using the framework for articulating strategy?

It is easily understandable and has been widely adopted Signup and view all the answers

What is the benefit of clustering individual ideas?

To make individual ideas more powerful and mutually reinforcing Signup and view all the answers

What is the first question to answer in the strategy cascade?

What is our bold aspiration? Signup and view all the answers

What is the result of breaking down the 'where to play' question?

Three smaller decisions about the scope Signup and view all the answers

Why is it important to identify the purpose or ambition of the strategy first?

To set the right level of ambition Signup and view all the answers

What is the relationship between the three levels of the strategy cascade?

They are sequential and building upon each other Signup and view all the answers

What is the main benefit of using the strategy cascade?

It helps to articulate strategy in an easy to understand way Signup and view all the answers

What is the third question in the strategy cascade?

How will we win? Signup and view all the answers

What is the primary issue with presenting individual ideas to a group of leaders or decision makers?

They may be broken down and argued about, invalidating the rest of the work. Signup and view all the answers

Why is it helpful to get leaders and stakeholders to agree on directives before presenting individual ideas?

It ensures that everyone is on the same page. Signup and view all the answers

What is the advantage of using a directive-based approach to idea generation?

It enables a more effective evaluation of individual ideas. Signup and view all the answers

What is the risk of presenting individual ideas without a directive-based approach?

They may be beaten up and argued about, leading to invalidation of the rest of the work. Signup and view all the answers

What is the purpose of clustering and making ideas messy?

To ensure that ideas are mutually exclusive and collectively exhaustive. Signup and view all the answers

What is the main advantage of using a directive-based approach to communicate ideas to an organization?

It enables effective communication of ideas to the organization. Signup and view all the answers

What is the outcome of presenting individual ideas without a directive-based approach?

They are more likely to be debated and broken down. Signup and view all the answers

Why is it important to work at the directive level before moving to individual ideas?

It ensures that individual ideas are aligned with organizational goals. Signup and view all the answers

What is the outcome of presenting a directive-based approach to stakeholders?

They are more likely to accept the idea if it aligns with their goals. Signup and view all the answers

What is the benefit of using a directive-based approach to idea generation?

It leads to more profitable ideas. Signup and view all the answers

Who is presenting the sixth module of the Advanced Design planning course?

Jeremy Alexis Signup and view all the answers

What is the main topic discussed in the sixth module?

Communication and testing Signup and view all the answers

What should be prioritized over making concepts perfect at the early stage?

Clarity Signup and view all the answers

What is important to achieve before sharing ideas with others?

Making them clear Signup and view all the answers

What should be done after making the concepts clear enough?

Get testing and feedback quickly Signup and view all the answers

Why is it suggested not to stress over making concepts perfect initially?

Feedback will help improve them Signup and view all the answers

Who can provide valuable feedback to help improve initial ideas?

Leadership and stakeholders Signup and view all the answers

What is described as one of the most important parts of the design process?

Being vulnerable and showing ideas for feedback Signup and view all the answers

Which method is suggested for structuring and authoring concepts?

All of these methods Signup and view all the answers

What should be considered when choosing between writing concept boards and storyboards?

The individual's preference Signup and view all the answers

What is the first decision point when structuring and authoring concepts?

Whether it is a strategy or a product/service idea Signup and view all the answers

What type of concept would likely require the use of a storyboard?

A service interacting with people Signup and view all the answers

Which format is suggested for presenting a series of potential strategies?

A portfolio Signup and view all the answers

What is an essential feature of a good concept board?

A fun title expressing the concept name Signup and view all the answers

For what type of concept is it suggested to use a broad overall understanding without nitty-gritty details?

Strategy level concepts Signup and view all the answers

Which of these is a component that should be included on a concept board?

Benefits for the user Signup and view all the answers

What is the solution architecture used for?

Sharing multiple concepts at once Signup and view all the answers

Which type of document is particularly suited for a specific product concept that can be visually represented?

Concept board Signup and view all the answers

What is a benefit of using a structured, repeatable way to author concept boards?

Ensures feedback on similarly developed concepts Signup and view all the answers

What role do sketching and illustrations play in concept boards?

They help visualize and refine rough concepts Signup and view all the answers

How has AI impacted the creation of concept illustrations?

It speeds up the process significantly Signup and view all the answers

Why might some organizations choose to exclude 'jobs to be done' from a concept board?

It may not fit naturally with the concept Signup and view all the answers

What is the primary purpose of a storyboard in concept illustration?

To walk someone through the use of the product or service Signup and view all the answers

What should be considered when developing multiple concepts?

All concepts should be at similar levels of development Signup and view all the answers

What does the 'jobs to be done' framework help with in concept boards?

Understanding the specific purpose of a product for the user Signup and view all the answers

What was the purpose of the example storyboard developed for a large coffee company?

To demonstrate the development of an app Signup and view all the answers

What is a substantial advantage of using AI for image creation in concept boards?

It quickens the transformation of rough concepts into images Signup and view all the answers

What kind of feedback does structuring concepts similarly help obtain?

Honest input based on equally developed ideas Signup and view all the answers

What is considered the hero in a storyboard?

The user Signup and view all the answers

What is the purpose of defining the conflict in a storyboard?

To identify the problem the hero is trying to solve Signup and view all the answers

What is the aid in a storyboard context?

The solution or product helping the hero Signup and view all the answers

What does Act 1 typically involve in a three or four act storyboard?

Setting the scene Signup and view all the answers

Which section of a storyboard does the call to action belong to?

Act 2 Signup and view all the answers

In addition to the three acts, which additional phase is often considered in a storyboard?

Reward Signup and view all the answers

What technique is described by the use of whiteboards, monitors, and props to demonstrate steps of a service?

Body storming Signup and view all the answers

Why do experienced storywriters often stick to the three or four act structure?

It's intuitive and allows for narrative flexibility Signup and view all the answers

What change occurs to the hero by the end of the storyboard?

Their behavior and feelings change Signup and view all the answers

During what scenario was the body storming example setup?

COVID pandemic Signup and view all the answers

What is described as a 'litmus test' for launching a new product or service?

Providing a unique offering Signup and view all the answers

According to Michael Porter, what is one strategy companies can use to win in the market?

Operating with sustainably lower costs Signup and view all the answers

What type of initiative is referenced with the example of 'Von Steuben High School'?

Nonprofit high school program Signup and view all the answers

What should be the centerpiece of the strategy in a 'design in innovation' class according to the text?

Making a distinctive, better offering Signup and view all the answers

What does the speaker emphasize about 'sustainability aspects'?

They contribute to product differentiation Signup and view all the answers

What was the mission of the Von Steuben High School's strategy?

Building Chicago public school students' knowledge Signup and view all the answers

What do the 'how to win' strategies require companies to be clear about?

Their focus on cost or differentiation Signup and view all the answers

What was essential for the success of the educational strategy at Von Steuben High School?

Collaboration with teachers Signup and view all the answers

What are common characteristics of the 'how to win' worksheet example given?

It applies to various scales, from high schools to large companies Signup and view all the answers

What should be considered to determine the validity of a new strategy?

The ability to execute it and the motivation to do so Signup and view all the answers

Study Notes

Communication and Testing

Importance of clear communication in the design process
Clear communication helps in getting feedback and improving ideas
It's more important to be clear than to be right

Structuring and Authoring Concepts

Three methods to structure and author concepts: writing strategy level concepts, concept boards, and storyboards
Writing strategy level concepts is suitable for broad, high-level ideas, such as a new business or product
Concept boards are suitable for presenting specific products or services
Storyboards are suitable for presenting interactive services or products with multiple steps

Concept Boards

A concept board is a simple slide that presents an idea
Key components of a concept board:
- Title and tagline
- Description of what it is
- How it works
- Benefits to the user
- Jobs to be done (optional)
AI-generated images can be used to create concept boards quickly
A template is provided to help create concept boards

Storyboards

A storyboard is a step-by-step illustration of how a product or service is used
Key components of a storyboard:
- Define the hero (user) and the conflict (problem)
- Introduce the aid (solution)
- Show the journey of using the aid
- Show the resolution and benefits
A three or four-act structure can be used to create a storyboard
The hero, conflict, aid, and resolution should be defined
A storyboard can be presented in a live, interactive way using props and actors

Solution Architecture

A solution architecture is a structured way to present multiple ideas
It uses clustering to group similar ideas together
The solution architecture consists of:
- Individual ideas at the bottom
- Cluster names (directives) in the middle
- A high-level goal or vision at the top
This approach helps to present ideas in a clear and organized way### Strategy Development
The importance of not getting hung up on a single idea, but rather focusing on the directive level and moving down to the idea itself.
The example of a pet food company that began with an idea for a trampoline for dogs, but eventually led to other profitable ideas, such as different packaging, that interacted with the pet during mealtime.

The Strategy Cascade

The strategy cascade framework, developed by Roger Martin and A.G. Lafley, is a useful tool for articulating strategy at a corporate and organizational level.
The framework consists of three levels: purpose, where to play, and how to win.
The purpose level involves identifying the bold aspiration or ambition of the strategy.
The where to play level involves deciding on the scope, products and services, and channel to deliver to the customers.
The how to win level involves determining what makes the strategy distinctive and unique.

Identifying Ambition

The importance of identifying the bold aspiration or ambition of the strategy, as it sets the conversation at the right level.
Examples of ambitions could include creating a new product or service, entering a new market, or achieving a certain level of growth.

Where to Play

The where to play level involves deciding on the scope, products and services, and channel to deliver to the customers.
The scope involves identifying the customers and users, and determining the geographic and demographic characteristics.
The products and services involve determining what products and services will be offered, and what features and benefits they will provide.
The channel involves determining how the products and services will be delivered to the customers.

How to Win

The how to win level involves determining what makes the strategy distinctive and unique.
This involves identifying what will be different and better about the product or service, and how it will be sustained over time.
There are two ways to win: operating with sustainably lower costs, or differentiating through unique features and benefits.

Worksheet Example

A worksheet example from Von Steuben High School in Chicago shows how to apply the strategy cascade framework to a real-world scenario.
The worksheet outlines the ambition, scope, products and services, channel, and how to win for a new program or service.

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Description

Learn about the concept of jobs to be done in organizations and how it's used on concept boards. Understand when to include or eliminate it.