Job Mapping

On a closer look, you can see that accomplishing a job, or in other words fulfilling a need, is a process. Anthony Ulwick, while explaining his Outcome-Driven Innovation concept, explains that every such process can be broken down into 8+1 universal steps and can be analyzed through those steps to extract the biggest pain points. In this way, anyone can easily identify opportunities for innovation. Ulwick describes a job map as a visual depiction of the core functional job, deconstructed into a set of discrete steps, which explains step-by-step exactly what the customer is trying to get done. A job map does not show what the customer is doing (a solution view); rather, it describes what the customer is trying to get done (a needs view).