I’m someone who prefers a visual and specific example of a concept, so for all the others out there, this is for you!
Here’s how we used Tony Ulwick‘s essential JTBD Market Discovery framework (top half of the graphic) to help define our market around the core functional job of preparing financial reports in a SaaS or subscription-based company.
Once a specific target has been fully researched and affirmed comes the work to discover their desired outcomes, to understand exactly how and where you bring value.
I recommend trying this framework as an internal exercise, get folks in mixed-department groups and have them define and outline the different sections based on what they know about your current ICP.
🎯 Warning! If done correctly, you may be surprised by the results, and also possibly uncover a clarity that you’ve never had before in terms of how your products and solutions add value to your customers.
Might be a nice way to switch up those all-hands monthly meetings and gain some new and helpful insights at the same time! 😉
