From the course: Service Innovation
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What is the customer's job to be done?
From the course: Service Innovation
What is the customer's job to be done?
- In this video, we talk about the concept of job to be done. This concept is very important for service innovation because every meaningful service innovation improves the customer's job to be done. Let me illustrate with a case study based in rural Bangladesh. It is the only service innovation case that I know that was so successful, its inventor was awarded the Nobel Peace Prize. Muhammad Yunus founded the Grameen Bank to help the poorest of the poor get out of poverty. His main customers were poor women, often single mothers who were doing very simple tasks for almost no salary. They were producing baskets, carpets and other crafts on behalf of business people who captured all the profit. Yunus believed that the only way to help these women was to help them to become entrepreneurs. His idea was to give them small loans so that they could buy the raw materials themselves and sell the finished product at a profit.…
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