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Issue #1. Is the job done ?

Cyril Lagrange
Cyril Lagrange
Measure the invaluable to make better decisions.
Most of what we need to know is invisible, so long we take an open and bold perspective to identify and measure it. Addressing improbable events, changing behaviors, tapping immaterial assets, or building systemic solutions and new collaborations, invaluable levers required to grow sustainable human and business activities.

Hi Friends!
Our daily workday may quickly go astray with fast-paced, multi-project, multitasking tendencies, an injunction to agility, and flexibility. Either we are not asking the right question about our goals, or we don’t ask it at all, overwhelmed as we are in some busyness.
What better starting point for this Issue #1 than the recurring question we all ask or should ask more often to ourselves or our colleagues: Is the job (really) done? 
The concept in brief
With technology pervasiveness, constant availability of data, or unstructured information, an overwhelming bulk of metrics and dashboards often confuse decision-making. In contrast, it was supposed to support it in the first thinking. 
Making better decisions isn’t about having all sorts of measurements and monitoring tiny pieces of data, but asking the right question. A recognized professor of management at HBS, Clayton Christensen, framed the innovation and performance game with his “Theory of the Job done”.
As he quoted, the measure of a truly innovative product or whatsoever is not about getting a new feature, a modern update of a past version, but a product or service that closes the gap between client’s functional needs and what they desire to do, explicitly or by a certain behavior, in a specific situation.
The secret to winning the innovation game lies in understanding what causes customers to make choices that help them achieve progress on something they are struggling with, in their lives. To get to the right answers, Christensen says, executives should be asking: What job would consumers want to hire a product to do?
Clayton Christensen: The Theory of Jobs To Be Done - HBS Working Knowledge
When considering a product or service as doing a job to provide value for customers or users, three dimensions arise for measurements:
  1. How the new product or service (incl. new support process) would sustainably change people’s behavior and would solve the cause at the root of needs,
  2. What is abandoned from the current state of the value proposition,
  3. The underlying capabilities and process to organize around the concept of “job to be done.”
New perspective on measurement
Whatever the situation you consider, you may uncover a three-step perspective to develop your products or services and measure performance (i.e., the job done) :
  • Identify: what causes the customer to buy
  • Context: pick the data that explain the cause in a given situation
  • Measure: rather than measuring attributes or functionalities, measure what problem is solved or service proposed in the particular context where and when it takes place
To fully complete the analysis, you need to repeat these steps for what has been replaced. Indeed, when a product or service “does the job,” some product, service, or even behaviors surrounding the experience are not helpful anymore.
Liked it. Please share it or Tweet it, or post it on LinkedIn. Would you like more insights or propose an issue to investigate, you can contact me through my website (see below link) or at your convenience.
Identifying trends, exploring pathways, building metrics, and framing actions are at the core of my professional service practice as a business and digital transformation consultant.

Business, Digital and Agile Professional Services
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Cyril Lagrange
Cyril Lagrange @lagrange_cyril

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