PSU MGMT 410:
Product Innovation for Shared Value
Individual Job Mapping Assignment
Portland State University
Job Map Process Diagram
Plan the cut Adjust the saw Start the cut Operate the saw
Maintain the saw Complete the cut
OUTCOME STATEMENTS
Minimize the time it takes to measure off the
width of a cut
Minimize the time it takes to mark the cut line
Minimize the time it takes to determine what
type of cut is best
Job statement
Job step statement
Outcome statement
Cutting a piece of wood
-ULWICK 2005
THE STRUCTURE OF A JOB STATEMENT
Determine… the current value of an antique
when at an auction,….e.g. fair market value, going rate, etc.
Verb Object of the verb
Contextual clarifier Example of object of the verb
Options:
1) Determine the current value of an antique.
2) Determine the current value of an antique when at an auction.
3) Determine the current value of an antique when at an auction e.g. fair market
value, going rate etc.
-ULWICK & BETTENCOURT 2008
You pick it !
The Job
THE STRUCTURE OF A JOB STEP STATEMENT
Plan the cut
Adjust the saw
Start the saw
Operate the saw
Complete the cut
Maintain the saw
Verb Noun
Minimize the time it takes to verify the accuracy of a desired outcome
with a customer, e.g. its meaning, completeness, exactness, etc.
Direction of
Improvement Unit of measure Object of control
Contextual clarifier Example of object of the verb
Options:
1) Minimize the time it takes to verify the accuracy of a desired outcome
2) Minimize the time it takes to verify the accuracy of a desired outcome with a customer.
3) Minimize the time it takes to verify the accuracy of a desired outcome with a customer e.g.
its meaning, completeness, exactness etc.
-ULWICK & BETTENCOURT 2008
THE STRUCTURE OF A DESIRED OUTCOME STATEMENT
Begin all statements about emotional jobs with one
of the following:
– “feel” or “feeling”
– “avoid feeling”
– “be perceived as” or “avoid being perceived as”
– Bettencourt 2010
Emotional “Jobs”
Functional and Emotional “Jobs”
How does the
customer or
customer team
feel when they are
doing the job?
How well is the
customer or
customer team
getting the job
done?
Customer
Experience
“Avoid feeling anxious” “Minimize the number of steps to
set the device”
Emotional Highs and Lows
High Low
Job Step 2 Job Step 5 Job Step 10
Observe the job the customer is trying to get done
Example – Option 1
Plan the cut Adjust the saw Start the cut Operate the saw
Maintain the saw Complete the cut
OUTCOMES
Minimize the time it takes to measure off the
width of a cut
Minimize the time it takes to mark the cut line
Minimize the time it takes to determine what
type of cut is best
Cutting a piece of wood
-ULWICK 2005
Avoid feeling
anxious
Example – Option 2
Plan the cut Adjust the saw Start the cut Operate the saw
Maintain the saw Complete the cut
OUTCOMES
Minimize the time it takes to measure off the
width of a cut
Minimize the time it takes to mark the cut line
Minimize the time it takes to determine what
type of cut is best
Cutting a piece of wood
-ULWICK 2005
Avoid feeling
anxious …
Example – Option 3
Plan the cut Adjust the saw Start the cut Operate the saw
Maintain the saw Complete the cut
OUTCOMES
Minimize the time it takes to measure off the
width of a cut
Minimize the time it takes to mark the cut line
Minimize the time it takes to determine what
type of cut is best
Avoid feeling anxious …
Cutting a piece of wood
-ULWICK 2005
Syllabus
• Eight job steps
• Three to five outcome statements per job step
• 24 to 40 outcome statements total
Rule Book
1. Job statement must state the task, activity or goal the customer is trying to get done.
2. All statements must be free from solutions and specifications—and stable over time.
3. All statements must not include words that will cause ambiguity or confusion, e.g., certain adjectives and adverbs, pronouns,
process words, jargon, acronyms, etc.
4. All statements must be specific without sacrificing brevity.
5. All statements must follow the rules of proper grammar.
6. Do not use different terms to describe the same item, activity, etc. from statement to statement; be consistent in language.
7. All statements must have consistent structure, content and format.
8. Job statements must be introduced with an action verb
9. Job statements must relate to a predefined demographic and context.
10. Outcome statements must relate to a primary job of interest (the job under study) and not an ancillary job.
11. Outcome statements must be introduced with only one of two words: minimize (90%) increase (10%).
12. Outcome statements must contain a metric (time, likelihood, number) so performance can be measured.
13. Examples added to the end of a statement for purposes of clarification must be similarly and consistently formatted.
14. All statements must be usable in all downstream activities, e.g., questionnaires, for deployment.
Format
Plan the cut Adjust the saw Start the cut Operate the saw
Maintain the saw Complete the cut
OUTCOME STATEMENTS
Minimize the time it takes to measure off the
width of a cut
Minimize the time it takes to mark the cut line
Minimize the time it takes to determine what
type of cut is best
Cutting a piece of wood
Format
Plan the cut Adjust the saw Start the cut Operate the saw
Maintain the saw Complete the cut
OUTCOME STATEMENTS
Cutting a piece of wood
Format
Plan the cut Adjust the saw Start the cut Operate the saw
Maintain the saw Complete the cut
OUTCOME STATEMENTS
Cutting a piece of wood
Format
Plan the cut Adjust the saw Start the cut Operate the saw
Maintain the saw Complete the cut
OUTCOME STATEMENTS
Cutting a piece of wood
Format
Plan the cut Adjust the saw Start the cut Operate the saw
Maintain the saw Complete the cut
OUTCOME STATEMENTS
Cutting a piece of wood
Format
Plan the cut Adjust the saw Start the cut Operate the saw
Maintain the saw Complete the cut
OUTCOME STATEMENTS
Cutting a piece of wood
Format
Plan the cut Adjust the saw Start the cut Operate the saw
Maintain the saw Complete the cut
OUTCOME STATEMENTS
Cutting a piece of wood
THANK YOU AND GOOD LUCK
Deliver this individual assignment in the dropbox.
