Summary: Jobs and outcomes don’t change – all that changes is how the current solutions satisfy the desired outcomes.
Remember customer jobs and outcomes are stable over time. For example, when shaving the ultimate goal is the removal of facial hair, and some other jobs to achieve this are to maximise hair removal, minimise potential harm, and minimise time to do so. These do not change and will not change. In terms of a razor – the current leading solution today – these outcomes can be expressed as maximise effectiveness of blade, minimise nicks, minimise skin dryness, minimise shave time and minimise the number of passes that must be made to complete the job.
What does change though is the degree to which new technologies, products and service satisfy these outcomes. When a new product or technology is launched, the opportunity for value often migrates somewhere else. When an outcome or job has been fully satisfied to the level of its importance, it may be time to look for another or add another job… unless the solution you have in mind to create tells you something different.
To understand this you always have to stay absolutely focused on to what the customer jobs and outcomes are, which of these jobs and outcomes are important and which are unsatisfied.
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