Jobs-to-be-Done is best defined as a perspective — a lens through which to observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make innovation far more predictable and profitable. In its application to Learning & Development, it is an approach to truly understand the needs of both employees and L&D in order to develop products that make a predictable and demonstrable difference.

 

KEY TAKEAWAYS

• Many organizations waste a lot of time and resources on things that do not really add value.
• Having a granular understanding of who your customer is and what their needs are is essential for an L&D department.
• Invest time upfront in identifying the customer's actual needs. Focus on tangibles, things that can be properly quantified and measured.
• Focusing on the jobs that need to be done, improves understanding. It produces highly focused and tailored L&D products that solve actual problems rather than just perceived ones.
• Employees are business performers, not learners. Looking at them like this helps to ensure that training enables them to grow and perform better.
• In the podcast, Tony shares the 5-step outcome-driven innovation process that ensures you focus your energy in the right places.
• Be sure to involve the people who actually do the jobs. They are the ones that have an in-depth understanding of each process. Knowledge that their manager doesn't have.
• The Jobs-To-Be-Done approach can be applied anywhere.

BEST MOMENTS

'Focus the entire organisation around a common understanding of needs, so that everyone´s pushing in the same direction to create customer value. '

'What makes education so complicated is that there are multiple stakeholders in it for different reasons.'

'Once you know what the unmet needs are you can make the right decisions '

'Innovations is a science, you don´t have to guess at this'

VALUABLE RESOURCES

The Learning And Development Podcast - https://podcasts.apple.com/gb/podcast/the-learning-development-podcast/id1466927523

EPISODE RESOURCES

You can follow and connect with Tony via:

LinkedIn: https://www.linkedin.com/in/tonyulwick/

Website: https://strategyn.com/tony-ulwick/

Twitter: @Ulwick

Jobs To Be Done eBook: https://jobs-to-be-done-book.com/

 

ABOUT THE GUEST

Tony Ulwick is the author of the original Jobs-to-be-Done book, What Customers Want, his recent release, JOBS TO BE DONE: Theory to Practice, and additional articles on ODI published in HBR and MIT Sloan Management Review. Through his involvement in hundreds of innovation initiatives, Tony has helped companies reinvent underperforming products, create new business models, and build and implement company-wide innovation programs. His work is cited in hundreds of publications.

 

ABOUT THE HOST

David James

David has been a People Development professional for more than 20 years, most notably as Director of Talent, Learning & OD for The Walt Disney Company across Europe, the Middle East & Africa.

As well as being the Chief Learning Strategist at Looop, David is a prominent writer and speaker on topics around modern and digital L&D as well as an active member of the CIPD L&D Advisory Board.

CONTACT METHOD

• Twitter:  https://twitter.com/davidinlearning/
• LinkedIn: https://www.linkedin.com/in/davidjameslinkedin/
• Website: https://www.looop.co/