Upload
ginger-blair
View
213
Download
1
Embed Size (px)
Citation preview
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Job Scoping,Heuristic Redefinition,
and Nine Boxes
Robert Monroe
Innovative Product Development
February 8, 2011
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
By The End Of Class Today, You Should:
• Be able to apply the Job Scoping technique to explore the underlying issues that your JTBD addresses (focusing up) as well as the detailed, ancilliary jobs you may need to consider to successfully address your JTB
• Be able to use Heuristic Redefinition to place your JTBD in context and explore the interactions that the JTBD you have identified, as well as solutions you are considering, have with the rest of the world
• Be able to use the Nine Boxes technique to understand the context (past/present/future, subsystems/systems/supersystems) in which your JTBD lives
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Phase 1: Identify The Opportunity
Source: Cagan and Vogel, Creating Breakthrough Products, [CV02] Chapter 5.
Launch* Realize Conceptualize UnderstandIdentify
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Discussion: Challenge Problem 1
• What made this exercise:– Easy or hard?– Interesting or boring?– Frustrating or pleasant?
• Did you find it challenging to focus on your customers’ needs, and their Jobs To Be Done without jumping to propose solutions?– Why do you think that is?
• Key idea: it takes discipline and practice to focus on your customers’ challenges, problems, needs, wants, and desires rather than the product or service you hope to sell them!
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Some Thoughts On Challenge Problem 1
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Job Scoping Analysis
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Jobs Scoping Analysis
• Goals: – Refine your JTBD to something more specific, or more general– Identify additional JTBD’s related to the original
• JTBD analysis steps– List current focus – state JTBD– Identify barriers (focus down)– Develop new jobs (lower level, more specific)– Identify reasons (focus up)– Develop new jobs (higher level, more general)– Determine your project focus
Source: [SSD09] pages41-43.
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Job Scoping Worksheet
Source: [SSD09] page 41.
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Exercise: Job Scoping
• Use the Job Scoping technique and worksheet to identify new jobs, with both broader and more narow foci for the following JTBD:
– Record images from vacations to share with friends
•
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Heuristic Redefinition
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Heuristic Redefinition Analysis
• Goal: to understand the context in which the Job To Be Done is currently handled, and identify important related (ancilliary) Jobs To Be Done
• Visual technique to identify the context/system in which the job takes place, and all factors that affect the customer’s efforts to do the job
• Heuristic Redefinition steps1. Visualize the overall system and its elements2. Label system elements and how each relates to the JTBD3. Create a problem statement for each element identified4. Pick the best elements for innovation
Source: [SSD09] pages 27-35.
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Exercise: Heuristic Redefinition
• Use the Heuristic Redefinition technique and worksheet to visually map the context and system used in the current world to complete the following JTBD:
– Record images from vacations to share with friends
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Pick The Best Elements For Innovation
Source: [SSD09] page 32.
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Nine Windows Analysis
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Nine Windows Analysis
• Goal: much like Heuristic Redefinition, the goal with nine windows analysis is to understand the context in which the Job To Be Done is currently handled, and identify important related (ancilliary) Jobs To Be Done
• Structured technique in which you look at a JTBD in the context of all permutations of time (past, present, future) and scale (subsystem, system, supersystem)
• Nine windows steps1. Prepare the nine windows grid2. Fill in the JTBD in the center box (can also use an innovation
opportunity not expressed as a JTBD)3. Identify Super-system and Subsystem for curent state (and time)4. Determine the past and future for current state5. Complete the grid – fill in the four corners to show how it could be6. Reassess your opportunity
Source: [SSD09] pages 27-39.
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Nine Windows Analysis Grid
Nine WindowsPast Present Future
Super System
System
Sub System
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Exercise: Nine Boxes
• Use the nine boxes analysis technique and worksheet to evaluate the context of the following JTBD:
– Record images from vacations to share with friends
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Final Exercise
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Final exercise
• Use the following techniques to expand your exploration of the JTBD you selected for challenge problem 1:– Job scoping
– Heuristic redefinition
– Nine boxes
• Be prepared to share with the class
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
Wrap Up
Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446
References
[SSD09] David Silverstein, Philip Samuel, Neil DeCarlo, The Innovator’s Toolkit, John Wiley and Sons, 2009, ISBN: 978-0-470-34535-1.