GUEST POST from Arlen Meyers
The purpose of doing the problem-solution, value proposition design exercise is to find the customer segment and identify the jobs they want you to do, the pains they are experiencing now doing it, and the expected gains they want from your product or service. Clayton Christensen described the “jobs to be done” credo in his lastest book, Competing Against Luck.
For example. here are the jobs to be done for college students.
One error is to focus exclusively on the technical job e.g. create a drug or device that treats or cures an illness or helps a surgeon do the job. But, in sick care, there are many other jobs customers, influencers, decision makers, payers,end users and sabateurs want you to do, or in the latter case, don’t want you to do. In addition to technical jobs there are:
1)Emotional jobs
2) Social jobs
3) Business model jobs
4.) Workflow simplification jobs
5) Regulatory approval jobs
6) Reimbursement and revenue jobs
7) Cost cutting jobs
8) Patient and doctor experience jobs
9) Compliance jobs
10) Time saving jobs
11) Service jobs
12) Convenience jobs
For the most part, doctors want you to create a QWILT SET. Patients value other things and want you to focus on different jobs, like making care affordable and convenient. The result are value gaps for different stakeholders.
Finding the right problem-solution fit, product-market fit and business model-environment fit are 3 key steps to creating products and services customers are willing to use and buy using a viable business model. Don’t stop at creating an app that takes your temperature and sends it your daughter in Cleveland.
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