CHAPTER 02
Introduction

What a Job Map is Not

The Components of a Job Map

  1. Define
  2. Locate
  3. Prepare
  4. Confirm
  5. Execute
  6. Monitor
  7. Modify
  8. Conclude

A Look at the Full Job Map

Job Map Template Download
CHAPTER 04
CHAPTER 02

Introduction

What a Job Map is Not

The Components of a Job Map

  1. Define
  2. Locate
  3. Prepare
  4. Confirm
  5. Execute
  6. Monitor
  7. Modify
  8. Conclude

A Look at the Full Job Map

Job Map Template Download

CHAPTER 02

Introduction

What a Job Map is Not

The Components of a Job Map

  1. Define
  2. Locate
  3. Prepare
  4. Confirm
  5. Execute
  6. Monitor
  7. Modify
  8. Conclude

A Look at the Full Job Map

Job Map Template

Build Your Job Map

Microsoft was facing a full-on potential crisis.

They had evidence that their Software Assurance offering was not providing the right mix of benefits to their customers. Traditionally, they had viewed this offering mostly as a vehicle to aid in the purchase of software upgrades.

But IT budgets were facing increased scrutiny. Their renewals were declining. And Microsoft saw a lot of potential revenue at risk.

As one tech reporter observed, “There appears to be some disconnect between how Microsoft wants to sell its software and how businesses want to buy.”

They were under increasing pressure to give customers more reasons to renew. Fast.

So they created a job map.

Microsoft Director Dave Wascha explained that when they took a hard look at what their customers were actually trying to get done,

“…we realized that we were only really engaging with the customer in one tiny piece of their job—the purchase of the software. But this was just part of a much bigger challenge that they faced. We were not engaging with them in many of these other areas that were very important to them and where they were very dissatisfied.”
Creating a job map is revelatory for many brands.
Download the job map template and begin building your job map today
JOB MAP TEMPLATE
“…we realized that we were only really engaging with the customer in one tiny piece of their job—the purchase of the software. But this was just part of a much bigger challenge that they faced. We were not engaging with them in many of these other areas that were very important to them and where they were very dissatisfied.”
Creating a job map is revelatory for many brands.
Download the job map template and begin building your job map today
JOB MAP TEMPLATE

The job map is a visual depiction of the job your customers are trying to get done that allows you to deconstruct each and every step of the process. It clarifies and visualizes what your customers are trying to get done as specific process steps, capturing all of their needs along the way.

It’s the job map that turns the fundamentals of Jobs Theory into a reliable, repeatable innovation practice. Companies often realize they’re addressing less of the customer’s job than they could be, which allows them to systematically identify opportunities for growth.

KEY CONCEPT

The job executor uses a product or service to get the core functional job done. They are the reason the market exists.

KEY CONCEPT

The job executor uses a product or service to get the core functional job done. They are the reason the market exists.

Creating a job map helps you to:.

DEFINE VISION AND DIRECTION.

The completed job map lays out a long-term strategy and vision for your organization— which is to devise a solution that gets the entire job done on a single platform or with a single offering.

DISCOVER OPPORTUNITIES.

It is often the case that competitive insights and innovative ideas can come from analyzing the job map, as it points out holes and deficiencies in existing solutions.

GUIDE CUSTOMER NEEDS GATHERING.

The individual or group who helps the job executor install, set up, store, transport, maintain, repair, clean, upgrade, and/or dispose of the product.

This chapter of our Jobs-to-be-Done Playbook outlines what goes into a job map—and what doesn’t. We’ll also cover how to get started building your own, so you can figure out exactly what value to add to your own products or services.

Just like Microsoft did to double their year-over-year Software Assurance revenue.
JTBD GUIDE
HOW TO INNOVATE AT THIS STEP IN THE JOB MAP

Take your Jobs-to-be-Done practice to the next level

Download your free copy of Tony Ulwick’s book Jobs-to-be-Done: Theory to Practice.

FREE JTBD E-BOOK DOWNLOAD

What a job map is NOT

It’s not a process map.
It’s not a customer journey or customer experience map.
It does not does not describe the journey the customer goes through to buy, receive, set-up, use, upgrade, clean or maintain a product.

If you are focusing on the purchase process or the customer experience, you are not focused on documenting the customer’s core functional job.

A job map also does not show what the customer is doing (a solution view).

For example, when an anesthesiologist checks a monitor during a surgical procedure, it’s not just for fun. The point is NOT just to look at the monitor. It’s a means to an end.

Instead, a good job map describes what the customer is trying to get done (a needs view)—independent of the solution they are using.

For the anesthesiologist, the job may be detecting a change in patient vital signs. Whether your customers are in the USA, India or South Africa, or whether they are using any number of competing products, a single job map will describe what each and every customer is trying to accomplish. The anesthesiologist’s job doesn’t change just because she’s in another part of the world using a different kind of monitor.

The components of a job map

The components of a job map

Your completed job map represents your customer’s ideal process flow for their job. It depicts all the steps to complete the job in the ideal order for efficient execution.

We’ve analyzed hundreds—if not, thousands—of customer jobs over the years. We’ve mapped jobs for products and for services. We’ve mapped jobs for durable and consumable goods, chemicals, software, professional and consumer services, and many other industries.

The components of a job map

Our work has shown us the jobs map has the following 8 steps.

START
HERE
01 - Define01 - Define
02 - Locate02 - Locate

The components of a job map

START
HERE