The Wheel of Progress is a new business tool based on the Jobs to Be Done theory.
It integrates the crucial elements that help understand a so called customer job:
the journey a customer takes, from first thought to the use of the solution,
formation of expectations,
forces of progress that drive and inhibit the move towards a new solution
limiting context that constrains customers‘ ability to making progress, and
experiece with the current solution.
The Wheel of Progress allows you to
capture & structure,
analyze & evaluate,
visualize & communicate customer jobs, and
transfer them to the Value Proposition Canvas by Strategyzer.
Understanding customer jobs helps innovators and marketers to understand among other things
the human desire for progress (the „higher purpose“),
the pattern of events driving the customer’s journey,
the struggle to making progress and trade-offs
the satisfaction with the current solution and
opportunities for new markets, innovations and product improvements.
„It is wonderfully simple and surprisingly deep at the same time.“ Jonathan Briggs, Founder Hyper Island & Troublemaker. Honorary Professor Teesside University.