SATISFACTION SATISFACTION GAP OPPORTUNITY SCORE = IMPORTANCE + SATISFACTION GAP <10 represent well-served market, >10 are underserved. The higher the number the greater the market opportunity to improve the JTBD.
DOMINANT STRATEGY Win all types of customers DISRUPTIVE STRATEGY Win overserved customers & rest DISCRETE STRATEGY Win customers with limited options Get job done BETTER Get job done SAME Charge MORE Charge LESS Source: Strategyn
Map out each stage & each step of the job 2. Calculate the opportunity score for each job step 3. Select areas of opportunity 4. Organize the opportunity in themes 5. Ideate around the themes with your team 6. Identify your competitive edge. Where do you excel? 7. Select 3 underserved value props & test with Personas 8. Craft your message & TEST 9. (Re)Plan your GTM strategy