The work we do.
What is “Jobs-to-be-Done”?
And how do we use it to help you catalyze growth powered by innovation?
- JTBD is an evidence-based framework for uncovering unmet needs and innovation opportunities.
- It is based on the realization that customers don’t buy products or services, but rather “hire” them to get specific jobs done.
- Dark Horse’s unique adaptation of the JTBD framework enables us to understand the customers’ jobs along with their motivations and their abilities to get those jobs done.
- Our qualitative and quantitative analyses point to innovation opportunities that we can then validate and test – thus de-risking the innovation process.
“People don’t want to buy a ¼ inch drill. They want a ¼ inch hole.”
– Theodore Levitt, Harvard Business School
Powerful.
We help you shape innovation strategies that lead to more actionable, predictable and profitable growth opportunities.
Aligns the actions of the entire organization around a shared understanding of what customers are trying to get done and why
Engrains a ‘customer-in’ way of thinking and executing throughout all functional groups
Eliminates the guesswork that is often associated with innovation
Proven.
Companies are discovering JTBD’s power to reframe how they identify and validate customers’ unmet needs and make innovation less of a game of chance – to avoid “competing against luck”*.
Dark Horse helps you reveal growth opportunities across the entire innovation spectrum
Refined messaging / positioning
“We have attributes we didn’t realize were important. Let’s highlight them in our marketing materials”
Feature improvements or adjustments
“We have features that some customers don’t care about – let’s remove them and improve gross margins”
New products & services closely related to existing ones
“There is an unmet need that can be addressed by developing a new product in the same ’genre’ of our existing products”
Adjacent or complementary products & services
“Customers would buy more of our products if we also offered them a maintenance service program”
Friction removers
“If we help our customers get rid of their old product, they will buy our new product”