1

The next big innovation wave is here:

It is about creating new users behaviors

2

As a marketeer I help companies in

developing new product portfolios and new

businesses creating growth.

Dany Robberecht

Program Director

dany.robberecht@verhaert.com

3

© The Economist

4

COMPANIES DO NOT SELL TO A MARKET OR TO

TARGET GROUPS, THEY SELL TO PEOPLE

5

We must

understand their

bevahior:

The actions or reactions of a person or

animal in response to external or

internal stimuli.

1 WHAT

2 MOTIVATION

6

Explicitly different … Implicitly different

7

AS A COMPANY WE NEED TO ADAPT TO WHAT PEOPLE EXPECT AND

NOT JUST TO WHAT PRODUCTS (MUST) DO

8

Bomber Electric bike

100% electric

4500 Watts

50 mph

Disc brakes

2-hour recharge

Zero emission

silent

Cross country

Cross training

Downhill

The largest target group today for ebikes are

active mediors.

but

9

the job and not the customer -

the fundamental unit of analysis

customers

DO NOT BUY

products or services

they hire various solutions at

various times to get a wide

array of jobs done

10

renting a seat in airplane?

…or a fast, comfortable, entertaining travelling?

11

• to fight a hangover

• to relax the mind

• to exchange ideas between colleagues at the

coffee server

• to end the meal with friends

• to relax and bond

• to make a taste (e.g. ice)

• to beat thirst

• to avoid falling a sleep (energy)

• to be an adult – old enough to drink coffee

• …

what jobs can you find …

12

unmet needs

known needs

hidden (latent)

needs

needs that have been recognized

already addressed by existing products/services

needs that are known and articulated by customers

not addressed by products/services

needs that have not been identified

by researchers or customers

Job-to-be done leads to different levels of needs

13

Job-to-be-done expands the window of opportunity

ƒ PRODUCT PROCESS

Window for improvements

EX

PE

CTA

TIO

NS

Window for growth

MOTIVATION

© Verhaert

14

But how does it in fact instigate growth?

Professional users – Office app’s Connected with friends – share, …

“New offerings start from existing jobs-to-be-done but must

enable future ones”

15

ebikes take over the role of cars?

New meaning means fundamental growth!

“But how to come to this

opportunity?”

400% growth

In 5 years

16

Finding opportunities of

Unintended use Connecting to motivations can

be done by observing

unintended use. Connecting to

these unmet needs, or

sometimes hidden needs

connects companies to a large

understream.

17

Envisioning Painting a future use may leads

organizations towards novel

meaning. Often persona’s and

other explorative user centric

techniques are needed.

However, envisioning poses

great challenges to implement.

18

Changing intentionally the meaning of

something is a lengthy process

→ User generated content

→ Co creation systems

→ Open systems

How to accelerate it?

19

THE NEXT BIG THING IS THAT USERS IN FACT INVENT THE USE

20

“Today`s problems won`t be

solved by logics that produced them”

Einstein

21

The product is the centre of gravity to unlock this

potential

IPAD was launched as a product without a

mission!

What could you exactly do with it?

Designers chose to take features on board that

provide growth options for the future. They

did not deliver any immediate value (eg GPS).

Today these features support great applications!

Even the business model stimulates

entrepreneurial behavior.

17.10.2008

“It’s seems that manufacturers who offer a kind of lego building bricks and allow

users to experiment with it change user behavior quite quickly”

22

Yelo TV – disrupting the TV manufacturing

landscape

23

“Eventually in the future micro factories will produce all

kinds of products, even at home we will manufacture

products based on a simple digital file.“

24

But also …

“The SMS service was very underexplored at the very

beginning. Today others than the inventors start to

explore it’s potential.“

25

One step further

A user community developing a sustainable car

that leaps forward performance.

Using scrum teams, agile design and agile

manufacturing techniques, radical

management principles, etc.

Knowledge becomes the property of a collective.

It is shared. That means that as a company

we cannot take a profit anymore on the

earning capacity of this IP.

“Users seem to have the power to even take over the role

of market incumbents. These p2p economies will definitely

change the game in the future and how companies will act

within this new reality.“

26

The concept in a nutshell

Expanding the lifetime

Points of differentiation

Connect to other existing jobs

Function New jobs Reinvent the

product (POD)

1

2

Start new cycle by a function

Users co-invent JTBD

…

dare discover design

27

IT TAKES A NOVEL APPROACH TO REACH A TRUE MARKET PULL

28

“It`s about breaking the

dominant thinking patterns”

29

Rule #1 Designers must deliver unfinished disruptive solutions

Rule #2 Rely upon communities to create traction

Rule #3 Apply open business models that develop over time

17.10.2008

30

Conclusion

Traditional perspective:

Stand alone products

Standard products

Simplified

Stupid proof

De-skill

Next big thing:

Basic Open products / Solutions

and systems based on: hardware,

software, connectivity and

services

Adaptable & combinable

Rich and subtle

Stimulate exploration &

experimentation

“Solving a problem / need” “Creating an opportunity”

Job2be done:

Products / Solutions and

systems based on: hardware,

software, and services

Customized / configurated

Proposing new experinces

Increase choises

“Solving a job 2be done”

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Tel: +31 (0)618 12 19 19

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MASTERS IN INNOVATION® is a platform set up by VERHAERT to train, stimulate and incubate

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