Welcome to the 2021 Biomimicry Launchpad! Email us if you have any questions.

Week 3

Week 3 Contents

You need to understand your customers' Job To Be Done

Oftentimes people think that having competitors is a bad thing. However if you are truly solving for a problem or need, having competitors is great! It proves that there is a demand to solve that problem, and that people are aware that this is something they need. This is even more true since you are all working on a venture that will make a positive difference in the world—we need everyone to work towards meetings the SDGs. This week we will reframe how we view competitors to instead focus on the job your customer is trying to accomplish. We call this understanding the Job To Be Done.

We will start this week off with a fun activity... learning how to iron a shirt!

Watch this 2-minute video, and then answer the questions below. While you are watching the video and answering the questions, focus on the outcomes of ironing a shirt, rather than the outputs.

Output - Results of what you do

Outcome - What your work achieves

When you start to really think about ironing, you may begin to ask yourself, "why do I care if my clothes are wrinkled or not?" This answer varies based upon your context. For some people it may be because you are trying to leave a good impression during a job interview. Maybe you have a dress code for school that you need to follow. Or maybe you are just trying to impress the person sitting next to you. The thing about all of these answers is that there is more than one way to accomplish the job—an iron is just one method to solve for the Job To Be Done.

You need to understand your customers' Job To Be Done

Job To Be Done - wk 4.mp4

Job To Be Done Statement - templates

I believe [type of people]
- experience [type of problem]
  - when doing [type of task]
    - because of [limit or constraint/root cause]

I am [customer with at least 3 common characteristics]
- I am trying to [achieve ____ outcome]
  - But [problem I am facing]
    - Because [deeper root cause for why the problem is happening]

Five Whys Activity

Oftentimes you need to get to the root cause of the problem in order to understand the Job To Be Done. A great way to do this is the 5 Whys activity. Essentially, when you talk to a customer and they tell you that they experience a problem, ask them why. Do this 4-5 times, and their last answer should get to the root cause of the problem.

Let's talk about competitors

Competitors - wk 4.mov

Start to identify "competitors" and categorize them into three categories (note, they may fit into multiple categories at the same time):

Industry competitors - groups that are solving your customer's job to be done within the same industry as you.
Technology competitors - groups that have a technology that can solve your customer's job to be done.
Geographic competitors - groups that solve your customer's job to be done within the same geographic area as you.

Now, try to imagine how these competitors can support and amplify your work!

As a startup it is natural that you will have competitors. We challenge you to view your competitors through a systems lens, which will help you to see how each group has a part to play in solving your customer's Job To Be Done. Visit The Systems View in the Biomimicry Toolbox to refresh your understanding of how systems work in nature, and watch this video for some inspiration.

Biomimicry in Practice

Competition benefits community: We often see competition as leading to "winners" and "losers", but one way nature handles competition is a system in which each organism can restrict the other in some way to ensure that no one "wins". This is known as a rock-paper-scissors relationship. Check out the strategy employed by some bacteria, and think about how you might maintain stable relationships with those you think of as competitors.

Reducing competition: One way nature reduces competition is by making "products" available at different times. See how these bog plants vary their flowering times, to increase the likelihood of successful pollination by reducing competition for scarce pollinators.

Reconnect

This week, try collecting one thing from nature that you can bring home with you (a leaf, a feather, a piece of fruit from the market, for example). Place the item at your workspace; near your computer, on your desk, or wherever it's readily visible to you. Over the course of the week, examine the item closely. Look at it from all angles, touch all of its surfaces, smell it, maybe even taste it (use your judgement on this one...). The idea here is to pay close attention to this one item, and notice as many details as possible. If inspired, make a sketch of it, or write some notes about your observations.

Then, take it one step further and start to ask yourself, why does this function exist? For example, if you are looking at an apple you may ask yourself, "why does the apple have a skin?"

Assignments

Watch the Week 3 videos and complete the assignments before your 1-on-1 coaching call.
Create a 2 slide presentation that includes:
- 1 slide that states your customers' Job To Be Done.
- 1 slide of an ecosystem map that contains "competitors" that also help your customer accomplish their job. You may want to break this "map" into three different categories: industry sector, technology, and geography.
Talk to at least 5 customers to get clarity about their Job To Be Done. Continue to test assumptions!

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