Future Jobs to Be Done
Ipsos spins the traditional “Jobs to Be Done” framework forward with future Jobs to Be Done (fJTBD). This builds on the theory that people buy products and services to fulfill certain needs or accomplish specific tasks.
For example, we don’t download a mental health app to own another mobile app; we hire it to improve how we feel and navigate our lives — that is its job.
To bring it into the future, we envision powerful and plausible scenarios through strategic foresight. While many needs are enduring and do not change over time, the context of that job will change along with the potential solutions and alternatives. These scenarios help us define the circumstances in which people may find themselves, considering whether to see the more traditional M.D (doctor of medicine) or a D.O. (doctor of osteopathic medicine for their primary care. We use fJTBD to tie these scenarios to actions that organizations can take to help people meet future needs.
While it’s typical in foresight to create fJTBD clusters, we’re sharing one scenario here as an example.
Help me increase my capacity for self-determination in my healthcare decisions and outcomes
In a world where the future of health and wellness becomes increasingly more entrenched in its divisiveness and disparity, individuals will want to have greater say (and autonomy) about their preferred healthcare outcomes, and greater input on who they choose to inform their healthcare recommendations and decisions.
Potential fJTBD:
- Help me to actualize my right to equitable healthcare
- Help me to afford equitable healthcare
- Help educate me about ALL — natural, medicinal and/or surgical — alternatives from which I can choose to address my healthcare needs
- Help me to effectively treat my systemic needs rather than my localized symptoms
Imagine a world where … all citizens’ right to welfare was embraced rather than attacked.
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