New Thinking

The challenge A team of young intrapreneurs sits down around a table. Their task is to come up with new mobility services and products. They have carefully selected a densely populated region –let’s call it Betasia – that seems challenging and interesting to run a pilot. Now it is time to go out there and get a sense of what such new mobility services could look like in that region: what is it, that the people living in that area really need and how could they help them in te

Recruiting for qualitative Jobs-to-be-done (JTBD) exploration isn’t as easy as you might think. Based on the example to “find people for exploration about chocolate“ from a real case for a chocolate manufacturer we will show you how to best organize this process. Before you start Defining who to recruit for exploration can be a challenge. It is driven by your project objectives and by your stakeholders, who will work with the project results. It helps to go systematically thr

Jobs-to-be-done (JTBD) is a great concept helping to create innovation strategies, new products and value propositions which people find meaningful and valuable. It reframes the customer problem by asking, what jobs customers are trying to get done, the perspective of developers and innovators changes towards more customer focus almost immediately. The idea behind JTBD was initiated by Ted Levitt, the originator of the quote «people don’t want a drill, but a hole in the wall»

© University of St.Gallen (HSG) Text by Prof. Dr. Oliver Gassmann, Production: http://www.zense.ch Academic Director: Prof. Dr. Thomas Beschorner #BusinessModel #Howto #Strategy