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The next big innovation wave is here:
It is about creating new users behaviors
CONFIDENTIAL
Dany Robberecht
Director
dany.robberecht@verhaert.com
THEME 1 : STRUCTURED EXPLORATION IN THE FRONT END OF INNOVATION

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As a marketeer I help companies in
developing new product portfolios and new
businesses creating growth.
Dany Robberecht
Program Director
dany.robberecht@verhaert.com

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© The Economist

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COMPANIES DO NOT SELL TO A MARKET OR TO
TARGET GROUPS, THEY SELL TO PEOPLE

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We must
understand their
bevahior:
The actions or reactions of a person or
animal in response to external or
internal stimuli.
1 WHAT
2 MOTIVATION

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Explicitly different … Implicitly different

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AS A COMPANY WE NEED TO ADAPT TO WHAT PEOPLE EXPECT AND
NOT JUST TO WHAT PRODUCTS (MUST) DO

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Bomber Electric bike
100% electric
4500 Watts
50 mph
Disc brakes
2-hour recharge
Zero emission
silent
Cross country
Cross training
Downhill
The largest target group today for ebikes are
active mediors.
but

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the job and not the customer -
the fundamental unit of analysis
customers
DO NOT BUY
products or services
they hire various solutions at
various times to get a wide
array of jobs done

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renting a seat in airplane?
…or a fast, comfortable, entertaining travelling?

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• to fight a hangover
• to relax the mind
• to exchange ideas between colleagues at the
coffee server
• to end the meal with friends
• to relax and bond
• to make a taste (e.g. ice)
• to beat thirst
• to avoid falling a sleep (energy)
• to be an adult – old enough to drink coffee
• …
what jobs can you find …

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unmet needs
known needs
hidden (latent)
needs
needs that have been recognized
already addressed by existing products/services
needs that are known and articulated by customers
not addressed by products/services
needs that have not been identified
by researchers or customers
Job-to-be done leads to different levels of needs

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Job-to-be-done expands the window of opportunity
ƒ
PRODUCT PROCESS
Window for improvements
EXPECTATIONS
Window for growth
MOTIVATION
© Verhaert

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But how does it in fact instigate growth?
Professional users – Office app’s Connected with friends – share, …
“New offerings start from existing jobs-to-be-done but must
enable future ones”

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ebikes take over the role of cars?
New meaning means fundamental growth!
“But how to come to this
opportunity?”
400% growth
In 5 years

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Finding opportunities of
Unintended use
Connecting to motivations can
be done by observing
unintended use. Connecting to
these unmet needs, or
sometimes hidden needs
connects companies to a large
understream.

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Envisioning
Painting a future use may leads
organizations towards novel
meaning. Often persona’s and
other explorative user centric
techniques are needed.
However, envisioning poses
great challenges to implement.

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Changing intentionally the meaning of
something is a lengthy process
→ User generated content
→ Co creation systems
→ Open systems
How to accelerate it?

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THE NEXT BIG THING IS THAT USERS IN FACT INVENT THE USE

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“Today`s problems won`t be
solved by logics that produced them”
Einstein

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The product is the centre of gravity to unlock this
potential
IPAD was launched as a product without a
mission!
What could you exactly do with it?
Designers chose to take features on board that
provide growth options for the future. They
did not deliver any immediate value (eg GPS).
Today these features support great applications!
Even the business model stimulates
entrepreneurial behavior.
17.10.2008
“It’s seems that manufacturers who offer a kind of lego building bricks and allow
users to experiment with it change user behavior quite quickly”

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Yelo TV – disrupting the TV manufacturing
landscape

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“Eventually in the future micro factories will produce all
kinds of products, even at home we will manufacture
products based on a simple digital file.“

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But also …
“The SMS service was very underexplored at the very
beginning. Today others than the inventors start to
explore it’s potential.“

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One step further
A user community developing a sustainable car
that leaps forward performance.
Using scrum teams, agile design and agile
manufacturing techniques, radical
management principles, etc.
Knowledge becomes the property of a collective.
It is shared. That means that as a company
we cannot take a profit anymore on the
earning capacity of this IP.
“Users seem to have the power to even take over the role
of market incumbents. These p2p economies will definitely
change the game in the future and how companies will act
within this new reality.“

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The concept in a nutshell
Expanding the lifetime
Points of differentiation
Connect to other existing jobs
Function New jobs Reinvent the
product (POD)
1
2
Start new cycle by a function
Users co-invent JTBD
…
dare discover design

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IT TAKES A NOVEL APPROACH TO REACH A TRUE MARKET PULL

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“It`s about breaking the
dominant thinking patterns”

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Rule #1 Designers must deliver unfinished disruptive solutions
Rule #2 Rely upon communities to create traction
Rule #3 Apply open business models that develop over time
17.10.2008

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Conclusion
Traditional perspective:
Stand alone products
Standard products
Simplified
Stupid proof
De-skill
Next big thing:
Basic Open products / Solutions
and systems based on: hardware,
software, connectivity and
services
Adaptable & combinable
Rich and subtle
Stimulate exploration &
experimentation
“Solving a problem / need” “Creating an opportunity”
Job2be done:
Products / Solutions and
systems based on: hardware,
software, and services
Customized / configurated
Proposing new experinces
Increase choises
“Solving a job 2be done”

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