3 Jobs-to-be-Done Examples to Help You Innovate with Less Risk

The jobs-to-be-done framework will help you create new products that people really want.

It’s a tool that helps you understand what causes people to buy particular products.

What Does “Jobs to Be Done” Mean?

Here’s the best definition of a job to be done :

A job is the progress a customer seeks in a particular context.

Another way to think about jobs to be done is to see them as the problems customers are trying to solve in very specific circumstances.

Christensen explained the reasoning in an article called Marketing Malpractice:

Customer Choice and Experience Compete against Luck

Focus on customer choice and experience to uncover great ways to innovate.

Without a doubt, putting yourself in someone else’s shoes will improve your listening, communication, and understanding. It will facilitate your problem-solving and success – at work and beyond.

Employ Empathic Discovery

“Most of what companies know about their customers tends to be descriptive and data driven:  who they are, where they live, what they’ve purchased, how long they’ve been a customer, etc… There may be a segmentation analysis that groups customers by attitudes, etc… However, in most cases, there is no rigorous framework for personifying customers in a way that builds empathic understanding.  This includes structured ways to answer:  who are these people, what are the situations they’re in, what’s important to them and what are they trying to accomplish, how do they evaluate alternatives and make choices, what do they do outside of the limited set of contacts with our business, and what emotional states influence behavior?”

16 Lessons that Helped Me Become a Better Writer (and Convince People)

Some of the most famous businesspeople are awesome writers: Steve Jobs, David Ogilvy, Bill Gates, Seth Godin…

How come?

They know how to use writing to inspire and convince people to take action.

For more than 9 years, I’ve been writing to educate, convince, inspire, negotiate, and sell. Here are 16 lessons I’ve learnt along the way…

Some Useful Lessons to Sell and Convince through Writing

1. Know who you’re writing to.

Who is going to read? What are they interested in? Keep one reader in mind. You shouldn’t address a group but just one reader.

Fundraising: Get Over Your Ego and Fears. This Is Not About You.


This Above The Trend about fundraising is inspired by Guerric’s time volunteering for the Acumen Fund in London, learning about impact strategy. As support for your fundraising communication, I am also pleased to include Monroe’s Motivated Sequence here, which I discovered preparing for the persuasive speech module of the Public Speaking course I first taught in Bratislava.

Ever since I was a child, going door-to-door to strangers’ homes, I enjoyed fundraising, because I liked getting money to the right places. I highly valued my education, so I had no problem finding more ways to support my school. Today we’d like you to embrace the same mindset. Pour your energy into what matters to you, and have fun. Make a positive impact, and bring wealth where it is needed.

FinTech Revolution: How Startups Are Transforming Finance (Updated)

Since 2008, an increasing number of technology ventures have been revolutionising the financial industry.

This is what I called in 2013 the “FinTech Revolution”.

In this article, I focus on the reasons for this revolution from a strategy and innovation perspective.

I also listed some of the best FinTech ideas. These are great examples of disruptive ideas that have now become significant providers of financial services.

A Change of Paradigm

The internet has allowed an innovative jump to occur in many industries. Customers have now an easy, very affordable access to books (e.g. Amazon), furniture (Made.com), TV (Netflix), education (Coursera.org), media (YouTube)…

Can You Make Your Prospects Change Their Minds?

It’s nearly impossible to change somebody’s mind. When you try to do so, you’re basically saying: “You were wrong.”

Nobody likes to admit they were wrong. Do you?

Your prospects make their decisions consciously (or unconsciously) based on how much value they feel they’re getting out of the deal. Once a decision is made, they won’t change their minds. At this point, your prospects won’t buy from you, unless you increase the perceived value of the deal.

What’s the solution?

“Productivity” Is Not the Answer You’re Looking for

It’s virtually possible to track every minute of your work life. And therefore, you can identify precisely what you should focus on to improve your productivity.

But is it necessary?

Productivity has been known as the rate at which a factory produces good. Applied to your job, productivity is the rate at which you get things done.

Getting things done is part of anyone’s job. But productivity should not be the way of measuring your performance. Do you judge your team’s work based on how tired they are or how great the result is?

Efficient or effective?

Design Thinking: The Best Designers Happily Use Their Products


“Those who design the product are not the consumers who use them,” a seasoned lab technician justly complained to me, showing me countless examples of poor design, on one of my current Alcimed missions with an objective to reverse this problem.

The best designers engage with their end-users and happily use their own products.

Engage and empathize with others, who face the problem, as well as those who have overcome them.

Once again, we can apply these lessons to our entire lives, as Guerric describes at the end of today’s post, inspired by Designing Your Life.

How to Get Your Dream Job After an MBA or MSc

From day 1 at business school, you’re already thinking about the future.

You’ve not even settled down, and you’re already looking forward to getting a dream job in a kick-ass company.

Let’s see how you can get this done, the right way.

What the Hell Is Happening to the Job Market?

As a business school student, you’re ambitious and have high expectations for yourself. Right? So you want to prove that you can get the job you want.

Here’s the thing:

The job market is saturated and the process of finding a job has become chaotic.

Disruption in the Robot Industry: How Innovation Changes an Industry

Imagine industrial robots in an automotive assembly line. Everything is smooth, fast, and efficient…

Think about Tesla’s Factory, for example.

Industrial robots in Tesla factory

What you now have in mind does not happen in most small and medium manufacturing enterprises (SMEs).

SMEs don’t compete with the same weapons.

Larger firms benefit from economies of scale and can afford different weapons. I like to describe the situation as bow and arrow vs. rifles and full-metal jacket bullets.

Robotic arms are paradoxically too sophisticated compared to what most SMEs need. As greater performance means higher price, SMEs cannot afford these robots.