1. 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

2. 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

3. Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446 Phase 1: Identify The Opportunity Goals: –Identify and evaluate a set of promising Product Opportunity Gap (POG’s) –Choose the most appropriate POG to move forward with Primary results: –Product opportunity statement (hypothesis) –Initial scenario that illustrates the opportunity Source: Cagan and Vogel, Creating Breakthrough Products, [CV02] Chapter 5. Launch * Realize Conceptualize UnderstandIdentify

4. 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!

5. Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446 Some Thoughts On Challenge Problem 1 Practice, practice, practice –De-emphasizing finding solutions is intentional –Simple is better than complicated Outcome expectations: –It is more important to give a clear, simple statement of what the expected/desired outcome is, than it is to follow the format for writing these statements too strictly Value Analysis Graphs: –The vertical axis should probably be something like “High, Medium, Low” instead of a [0..1] scale –The gaps that you are looking for are places where current practice is far away from the ‘perfect world’ solution

6. Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446 Job Scoping Analysis

7. 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.

8. Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446 Job Scoping Worksheet Source: [SSD09] page 41.

9. 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

10. Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446 Heuristic Redefinition

11. 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 steps 1.Visualize the overall system and its elements 2.Label system elements and how each relates to the JTBD 3.Create a problem statement for each element identified 4.Pick the best elements for innovation Source: [SSD09] pages 27-35.

12. 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

13. Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446 Pick The Best Elements For Innovation Problem Statement Prioritization Matrix Good/High = 3 Average/Medium = 2 Poor/Low = 1 Problem Statement: "How can we ensure that…?" Likelihood of Accomplishing JTBD Ease of Implementation Expected Impact on JTBD Total 1 0 2 0 3 0 4 0 Source: [SSD09] page 32.

14. Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446 Nine Windows Analysis

15. 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 steps 1.Prepare the nine windows grid 2.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 state 5.Complete the grid – fill in the four corners to show how it could be 6.Reassess your opportunity Source: [SSD09] pages 27-39.

16. Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446 Nine Windows Analysis Grid Nine Windows PastPresentFuture Super System System Sub System

17. 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

18. Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446 Final Exercise

19. 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

20. Carnegie Mellon Qatar ©2006 - 2011 Robert T. Monroe Course 70-446 Wrap Up

21. 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.