Jobs to be Done - a methodology for product development

• When I read about "Jobs to be Done"-Methodology as a way of assessing what a customer really wants and translating it into a product strategy, I thought: "This makes sense. And since it defines success metrics for the client, you also have a real case to measure for."
  
  So how to do it? Strategyn, the company of Anthony Ulwick, which developed the methodology and got it known through the coverage by Clayton Christensen (the writer og Innovator's Dilemma, Innovator's Solution), basically describes it likes this:
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• Define the Job to be Done (headers in bold are mine, Vincent):
• 1. Define the customer as the job executor.
• 2. Define the market as the customer (job executor) and the job the customer is trying to get done.
• 3. Define customer needs as the metrics customers use to measure success when executing the job.

Define the Market:
4. Uncover market opportunities by discovering where customers struggle to get a job done.
5. Discover the segments of customers that struggle most to get the job done.
6. Size the market based on the number of underserved job executors and what they will pay to get the job done perfectly.
7. Evaluate competitive products against the customer needs to see where those products fail to get the job done well.

Define the Strategy ("Product"):
8. Decide what segments and unmet needs to target for value creation and decide whether to pursue a disruptive, breakthrough, sustaining, or product improvement strategy.
9. Determine what price the target customers are willing to pay to get the job done perfectly.
10. Construct the product or service concept that best addresses the customer’s unmet needs, helping the customer get the job done significantly better.
11. Test the concept against all the customer metrics to ensure it gets the job done well enough to justify the price point and win in the market.
12. Position the concept to appeal to the customer’s unmet needs and emotional jobs.