Anthony W. Ulwick

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THE JOBS-TO-BE-DONE GROWTH STRATEGY MATRIX

We concluded that each of the five situations warrant its own
distinct strategy. With the goal of creating a framework for proactive strategy formulation, we asked, “What unique strategy can be employed in each of these five situations?”
We set out to define and name a type of strategy that would work for each unique situation. We chose a naming convention that built upon well-established strategy and innovation terminology and accurately described the uniqueness of the situation.
The five strategies we identified address all the situations a company can face as it contemplates a product or service strategy. The strategies are introduced in the Jobs-to-be- Done Growth Strategy Matrix shown below:


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The product/service strategies introduced in this framework are defined as follows:

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  Differentiated strategy. A company pursues a differentiated strategy when it discovers and targets a population of underserved consumers with a new product or service offering that gets a job (or multiple jobs) done significantly better, but at a significantly higher price. Examples of offerings that successfully employed a differentiated strategy include Nest’s thermostat, Nespresso’s coffee and espresso machines, Apple’s iPhone 2G, the Herman Miller Aeron chair, Whole Foods’ organic food products, Emirates airlines’ international flights, Bang & Olufsen’s personal audio products, BMW sports cars, Sony’s PlayStation (original model), and the Dyson vacuum cleaner and Airblade hand dryer.
  

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