AGI Persona MEGA

𝕊𝕖𝕡𝕒𝕣𝕒𝕥𝕖 𝕥𝕙𝕖 𝕡𝕖𝕠𝕡𝕝𝕖 𝕗𝕣𝕠𝕞 𝕥𝕙𝕖 𝕡𝕣𝕠𝕓𝕝𝕖𝕞.

𝔽𝕠𝕔𝕦𝕤 𝕠𝕟 𝕚𝕟𝕥𝕖𝕣𝕖𝕤𝕥𝕤, 𝕟𝕠𝕥 𝕡𝕠𝕤𝕚𝕥𝕚𝕠𝕟𝕤.

𝕃𝕖𝕒𝕣𝕟 𝕥𝕠 𝕞𝕒𝕟𝕒𝕘𝕖 𝕖𝕞𝕠𝕥𝕚𝕠𝕟𝕤.

𝔼𝕩𝕡𝕣𝕖𝕤𝕤 𝕒𝕡𝕡𝕣𝕖𝕔𝕚𝕒𝕥𝕚𝕠𝕟.

ℙ𝕦𝕥 𝕒 𝕡𝕠𝕤𝕚𝕥𝕚𝕧𝕖 𝕤𝕡𝕚𝕟 𝕠𝕟 𝕪𝕠𝕦𝕣 𝕞𝕖𝕤𝕤𝕒𝕘𝕖.

𝔼𝕤𝕔𝕒𝕡𝕖 𝕥𝕙𝕖 𝕔𝕪𝕔𝕝𝕖 𝕠𝕗 𝕒𝕔𝕥𝕚𝕠𝕟 𝕒𝕟𝕕 𝕣𝕖𝕒𝕔𝕥𝕚𝕠𝕟.

The new version of the Association for Project Management Project Management Qualification (APM PMQ) based on the 7th Edition of the Body of Knowledge introduced some new negotiation concepts.

These are Zone of Possible Agreement (ZOPA), Best Alternative to a Negotiated Agreement (BATNA) and Win-Win. In this blog post, we briefly explain these terms and their relevance to project management and the APM PMQ exam.

When it comes to , negotiation is a core that everyone needs to master.

Research from World Commerce and Contracting (WorldCC), formerly International Association for and Management (IACCM), shows that on average poor negotiation and contract management account for over 9% of all project value leakage.

As projects become more and more complex and stakeholder groups become increasingly more diverse, structured negotiation approaches such as ZOPA and BATNA are increasingly becoming an essential that project managers need to be considering.

Where do these terms come from?

These three terms come from the seminal book on negotiations Fisher, Roger, and William Ury.

Getting to : Negotiating Agreement Without Giving In, 3rd ed.

Summary of “Getting to Yes: Negotiating Agreement Without Giving In” Beyond Intractability. Still, I strongly recommend reading the full text; it’s a concise but informative book.

Since it was first published in 1981, “Getting to Yes” has sold over 15 million copies worldwide and has been translated into 35 different languages. It is widely regarded as the foundation of modern negotiation theory.

It is used extensively in business schools, law programmes, and also on leadership training programs worldwide.

The Negotiation Project, which the authors, Fisher and Ury, helped to establish, still continues to both negotiation research and practice today.

The book’s main theme is about understanding what each party wants from the negotiation and then negotiating around the , not the people and emotion. In summary, they discuss:

Separate the people from the problem.

Focus on interests, not positions.

Learn to manage emotions.

Express appreciation.

Put a positive spin on your message.

Escape the cycle of action and reaction.

These principles are particularly relevant when it comes to those project environments where relationships play an important role.

According to PMI’s Pulse of the Profession report, 40% of all project failures can be linked to poor stakeholder engagement. If you want to help maintain trust, reduce conflict, and also help to create alignment then effective negotiation is essential because all of these elements are absolutely essential for project success.

(Best Alternative to a Negotiated Agreement) and (Zone of Possible Agreement) are fundamental concepts in negotiation, often used together to determine if a deal is possible and, if so, at what or terms.

Your " B"—the best course of action you will take if the current negotiation fails and no agreement is reached.

Purpose:

It acts as a to evaluate any offer, ensuring you do not accept a deal worse than what you could get elsewhere.

:

A strong BATNA increases your bargaining power, as you are not desperate for a deal.

Example:

If you are negotiating a PM role package, your BATNA might be a standing leading role offer from a different Corporation.



The range or "sweet spot" where the highest price a buyer is willing to pay overlaps with the lowest price a seller is willing to accept.

Purpose: It is the area where a mutually beneficial"win-win" agreement is possible.

Existence: If the buyer's maximum price is lower than the seller's minimum price, there is no ZOPA, and a deal is unlikely.

ZOPA is where negotiating parties find common ground to a .

A ZOPA exists only if there's between each party's for an .

Relationship Between BATNA and ZOPA

BATNA sets the Reservation Point: Your BATNA dictates your "walk-away" point (reservation price).

Determining ZOPA: ZOPA exists between the two parties' respective walk-away points (Reservation Points).

If BATNA improves: If you get a better alternative, your reservation point rises, which can shrink the ZOPA.

If BATNA weakens: If your alternative options disappear, your reservation point drops, which can expand the ZOPA

Without a ZOPA, negotiations fall into a negative bargaining , where no deal can be reached.

Understanding each party's needs and is crucial to finding a ZOPA.

Negative bargaining zones can be resolved if parties adjust their deals to account for mutual .

How to Identify a Zone of Agreement in Negotiations

Outside the ZOPA, no amount of negotiation will lead to an agreement.

To reach an agreement, negotiators must each other's needs, , and interests.

Overcoming in Negative Bargaining Zones

When negotiating parties cannot reach a ZOPA, they are in a negative bargaining zone. A deal cannot be reached in a negative bargaining zone, as the needs and desires of all parties cannot be met by a deal made under such .

However, negative bargaining zones can be if negotiating parties are to about one another’s desires and needs.

The Bottom Line

A ZOPA is the area in negotiations where common ground may be found between parties and agreements can be reached.

Importantly, ZOPA requires overlap in peoples' expectations, , and ideas.

It cannot exist without some aspect of these, and could result in a negative bargaining zone if this overlap .

It's that all parties make the effort to understand each other's needs and interests.

By doing so, the odds of establishing a ZOPA and negative bargaining zones are good.

and

Identify Your (Best Alternative to a Negotiated Agreement):

Before negotiating, determine your -away point, which defines the boundaries of your ZOPA.

Estimate the Counterpart’s BATNA:

Research the other party's needs, , and to understand their point.

the Bargaining Range:

Plot the overlap between your minimum/maximum acceptable terms and theirs to the ZOPA.

Strategic and

Active :

Pay close attention to the other party's words, , and body FIVE to uncover their interests rather than just their positions.

:

Use open-ended questions to gather information, such as

"What is most to you in this deal?"

or " did you arrive at that price?".

: Establish a positive relationship to the necessary for information about reservation points.

Positioning

: Set the initial reference point (the "anchor") to influence the perception of value and the boundaries of the ZOPA.

Framing:

Present your in a way that highlights its to the other party, making your position more .

Making Strategically:

Move toward the center of the ZOPA slowly to protect your margin and ensure the final agreement is close to your rather than just your walk-away point.

Creating or Expanding the ZOPA

Bundle Value (Adding Variables):

If the ZOPA is too small or nonexistent (a "negative bargaining zone"), add more items to the negotiation, such as payment , , or .

on Interests, Not Positions:

Shift the discussion from "I want X price" to " problems are we trying to solve?" to new .

Collaborative Solving: Work together to discover new facts or options that allow for a mutually beneficial outcome, changing a "win-lose" situation to "win-win"

Key

Preparation: Know your BATNA before entering a negotiation to avoid a bad deal.

Discovery: Investigate the other party's BATNA to understand their limitations and find the ZOPA.

Outcome: If the ZOPA is positive, a deal can be reached; if it is negative (no overlap), you should walk away.

ITTO

Scope of Leading Autheticity BSC





Global Business Director

𝓣ô𝓲 𝓛à 𝓗ạ𝓽 𝓒à 𝓟𝓱ê

I Am The Coffee Bean

How to be a Coffee Bean teaches you how to put The Coffee Bean into action to help you create real and lasting change in your life.

How to be a Coffee Bean presents thought-provoking ideas to help you create positive change, including:

How to your mind, body, and soul to yourself and others.

How to make a difference in the lives of others every day.

How to look for to be a messenger of hope and perseverance through your background, experiences, successes, and failures.

Easy to implement, practical, proven, and highly effective.

How to be a Coffee Bean shows you how to put the powerful lessons from

The Coffee Bean into practice. It’s a must-read for anyone looking to live their best life and impact and transform the people and environment around them.



Be the bean:

Influence your environment instead of letting it control you.

Perspective matters:

Your mindset your experience.

Self-worth comes from within: Don’t rely on others’ validation.

Challenges = growth opportunities: Hard times build resilience.

Small actions matter: Positivity creates ripple effects.

Protect your dreams: Stay committed despite setbacks.

Choose growth daily: Intentional attitudes create lasting change.

Lessons From The Coffee Bean:

A Simple Lesson to Create Positive Changes

1. You have the power to your environment.

The story of the coffee bean is a simple but metaphor for our ability to influence and shape our surroundings.

Just as the coffee bean transforms the boiling water into a flavorful beverage, we can choose to respond to and in a way that creates positive change.

2. Your is everything.

Our of our plays a crucial role in determining our responses.

When we believe that external factors control our lives, we become more to negativity and setbacks.

However, when we recognize our own power to our experiences, we open ourselves up to possibilities and growth.

3. Don't let others your worth.

In a world that often measures success by external , it's easy to fall into the trap of seeking validation from others.

But self-worth comes from within, from our own sense of purpose and value.

We should not let the opinions or judgments of others our own self-belief.

4. Embrace challenges as for growth.

Life is full of , but these challenges are not meant to defeat us.

Instead, they can serve as for personal and .

By facing challenges head-on and learning from our , we emerge stronger and more capable.

5. Believe in your to make a .

Even small acts of kindness and can have a effect, creating a more positive and environment for those around us.

When we believe in our own to make a difference, we empower ourselves to become of positive change.

6. Don't give up on your .

Dreams are the seeds of our future potential.

They provide direction and , guiding us towards our .

Even when faced with obstacles or setbacks, it's important to maintain our belief in our dreams and never give up on what we truly desire.

7. Be the coffee bean in your world.

Just as the coffee bean transforms its environment, we too have the power to create positive change in our own lives and the lives of those around us.

By embracing a growth mindset, practicing self-compassion, and actively seeking opportunities for growth, we can become catalysts for positive transformation.

Today, I choose to be the coffee bean.

No matter what challenges I face, I will not let my environment control my attitude. Pressure will not weaken me — it will strengthen me. Difficult moments are not here to defeat me; they are here to help me grow.

I remember that my perspective shapes my reality. I focus on what I can control: my thoughts, my actions, and my response.

I do not seek my worth from others — my value already exists within me.

Today, I will bring positivity into every room I enter.

Small acts of kindness, patience, and courage will create change around me.

I believe in my dreams, even when progress feels slow.

Step by step, I move forward.

I am calm under pressure. I am resilient.

I am capable of transforming challenges into opportunities.

Today, I will be the change.

This morning, I remind myself: I am the coffee bean.

No matter how hot the pressure or how difficult the situation, I have the power to respond with strength, calm, and purpose.

I will not allow challenges to harden or weaken me — I will use them to grow.

Today, I choose my mindset. I focus on progress, not perfection. I release doubt and welcome confidence.

My worth is not decided by opinions, setbacks, or comparisons; it comes from who I choose to be each day.

I will bring energy, kindness, and positivity wherever I go. Even small actions can change someone’s day — including my own.

Step by step, I move closer to my dreams.

Every effort matters. Every moment is a chance to improve.

I am resilient. I am capable. I create positive change around me.

Today, I will rise, grow, and transform my world.



Yesterday we shared a story with our staff titled “Are You A Carrot, Egg or Coffee Bean”.

It is a story about perspective, adversity and how you view the things that are happening in your life.

In a business that requires you to understand that there are two sides to every coin, that everyone has their story to tell, that your perception is your reality, I found it an appropriate topic.

So many times we get caught up in our own dilemmas and drama that we forget that many of our own truths that we subscribe to are based on our point of view; our perspective.

In an attempt to broaden their own view of things and as a reminder to myself, I decided to read it aloud.

The story goes like this:

A young woman went to her mother and told her about her life and how things were so hard for her.

She did not know how she was going to make it and wanted to give up. She was tired of fighting and struggling.

It seemed as one problem was solved a new one arose.

Her mother took her to the kitchen. She filled three pots with water.

In the first, she placed carrots, in the second she placed eggs, and the last she placed ground coffee beans.

She let them sit and boil without saying a word. In about twenty minute she turned off the burners.

She fished the carrots out and placed them in a bowl. She pulled the eggs out and placed them in a bowl.

Then she ladled the coffee into a bowl. Turning to her daughter, she asked, “Tell me what you see?”

“Carrots, eggs, and coffee,” she replied.

She brought her closer and asked her to feel the carrots.

She did and noted that they were soft.

She then asked her to take an egg and break it. After pulling off the shell, she observed the hard-boiled egg.

Finally, she asked her to sip the coffee.

The daughter smiled, as she tasted its rich aroma.

The daughter then asked, “What’s the point, mother?”

Her mother explained that each of these objects had faced the same adversity… boiling water – but each reacted differently.

The carrot went in strong, hard, and unrelenting.

However, after being subjected to the boiling water, it softened and became weak. The egg had been fragile.

Its thin outer shell had protected its liquid interior.

But, after being through the boiling water, its inside became hardened.

The ground coffee beans were unique, however.

After they were in the boiling water they had changed the water.

“Which are you?” she asked the daughter.

“When adversity knocks on your door, how do you respond? Are you a carrot, an egg, or a coffee bean?”

Think of this: Which am I?

Am I the carrot that seems strong, but with pain and adversity, do I wilt and become soft and lose my strength?

Am I the egg that starts with a malleable heart, but changes with the heat?

Did I have a fluid spirit, but after death, a break up, a financial hardship, or some other trial, have I become hardened and stiff?

Does my shell look the same, but on the inside am I bitter and tough with a stiff spirit and a hardened heart?

Or am I like the coffee bean?

The bean actually changes the hot water, the very circumstance that brings the pain.

When the water gets hot, it releases the fragrance and flavor.

If you are like the bean, when things are at their worst, you get better and change the situation around you.

When the hours are the darkest and trials are their greatest do you elevate to another level?

How do you handle adversity?

ARE YOU A CARROT, AN EGG, OR A COFFEE BEAN?

Our staff resonated with this and to their credit were able to share their own ideas and thoughts with the group.

It gave the newcomers a closer look into our company culture and allowed the veterans to teach and share.

It was truly an eye opener for me to see them do that without any prompting and made me glad to have shared this story again.

This is one of the reasons why I truly enjoy working in the business and these kids pleasantly surprise me every day.

Things are never as bad as they seem and they're never as great either.

Maintaining our perspective on things helps us overcome adversity even if we struggle.

When it rains it pours.

Maybe the art of life is to convert tough times to great experiences: we can choose to hate the rain or dance in it.

We choose to dance in the rain; or in this case, drink the coffee.

The Behavioural Architects

B-MAT Model (Behavior = Motivation + Ability + Trigger)

Focus:

Designed by BJ Fogg, this model emphasizes that a behavior occurs when there is sufficient motivation, ability to perform it, and a prompt (trigger) to act.

Key Components:

Motivation:

The desire or willingness to perform the behavior.

Ability: The capacity or ease with which one can perform the behavior.

Trigger (or Prompt):

A call to action that cues the behavior.

Best For:

Creating, designing, and improving simple actions, app interactions, or quick nudges.

COM-B Model (Capability + Opportunity + Motivation = Behavior)

Focus:

Part of the Behaviour Change Wheel, this model argues that behavior is a result of the interaction between hysical/psychological capability, physical/social opportunity, and automatic/reflective motivation.

Key Components:

Capability: Physical skills and psychological knowledge.

Opportunity: Environmental factors and social influences.
Motivation:

Brain processes that energize and direct behavior (habit, desire).
Best For:

Deeply understanding complex behaviors and designing comprehensive interventions.

Key Differences

Complexity: B-MAT is more concise, while COM-B is more detailed and deeply rooted in psychological theory.

Application:

B-MAT acts as a checklist for "why didn't they do it" (i.e., not enough motivation, too hard, no prompt), whereas COM-B is used to thoroughly map barriers and facilitators for long-term change.

Triggers vs. Context: B-MAT heavily emphasizes the importance of the prompt or trigger. COM-B places more emphasis on environmental and social opportunities.

https://bjfogg.typeform.com/callwithBJFogg?utm_source=behaviormodel&typeform-source=www.behaviormodel.org

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Welcome The Year of Horse - Jubilant 2026

The Essence of Tết: Vietnam's Lunar New Year

Tết Nguyên Đán, commonly known as Tết, is the most crucial festival in Vietnam, representing a profound cultural blend of family reunion, ancestral respect, and the beginning of a new, prosperous spring.

Falling on the first day of the lunar calendar, it is a time when the hustle of daily life slows down, allowing families across the country to gather and celebrate in a spirit of renewal and hope.

Preparation and Traditions

Preparations for Tết begin days in advance, as families meticulously clean their homes to sweep away the bad luck of the previous year.

Houses are decorated with vibrant colors—red and gold—and adorned with peach blossoms (in the North) or yellow apricot flowers (in the South), which symbolize good fortune and prosperity.

A crucial ritual is the Kitchen Gods' Day (23rd day of the 12th lunar month), where families send off the deities to report to the Jade Emperor.

Symbolic Foods and Rituals

At the heart of the celebration are traditional foods, most notably bánh chưng (square sticky rice cake) in the North and bánh tét (cylindrical sticky rice cake) in the South.

These, along with candied fruits, coconut jam, and other delicacies, are offered on the ancestral altar to honor predecessors and invite their presence into the home.

Celebrations and Customs

On New Year's Eve, cities like Hanoi and Ho Chi Minh City come alive with fireworks, lion dances, and bustling crowds. A key custom is giving lì xì (lucky money) in red envelopes to children and elders, symbolizing wishes for health, success, and good fortune. People also visit temples or pagodas to pray for a peaceful and prosperous year.

Meaning of Family Unity

Beyond the festivities, Tết serves as a vital time for reunion. Family members, regardless of how far they live, make every effort to return home to share special meals and share warm wishes like “Chúc mừng năm mới” (Happy New Year).

It is a time-honored tradition that strengthens bonds and keeps cultural heritage alive, making it the most cherished time of the year for all Vietnamese people.

Common New Year Greetings

Vạn sự như ý: May all your wishes come true

Tiền vào như nước: May money flow in like water

An khang thịnh vượng: Security, good health, and prosperity

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Successful People Take Notes

Sam Altman has a weirdly brilliant -taking system

But something about it SHOCKED me:

He takes analog notes! 🖊️ 📒

I would've expected some kind of digital pad.

That sent me down a weird & wonderful wormhole...
To find out how successful people take notes.

They're a peek into how these people:

❓ Ask

🧠 thinking

💡 brilliant ideas

Here's how 8 successful people take notes:

1/ Sam Altman: Tear it apart

📒 Take notes in 1 spiral pocket-sized notebook

✂️ Rip out all the pages about a project/problem

💡 Lay them all out and ideate

🗑️ Toss them in the trash when you're done

2/ Bill Gates: Quadrant thinking

🖊️ Bring a yellow legal pad with you everywhere

➕ Divide into 4 parts, 3 for thoughts & 1 for questions

📚 Annotate the margins of all your books

3/ Larry David: Small to big

📒 Keep a small notebook to write immediate ideas

📚 Transfer the worthy ones into a big notebook

4/ Oprah Winfrey: Feel your way to clarity

📝 Single sheet of paper in meetings

🫀 Captures feelings in addition to notes

✍️ Journals like a diary/meditation app

5/ Martha Stewart: Chaotically organized

🎙️ Voice notes with instructions for staff & lists

📒 Write down moments to remember as you live them

📄 Use a post-it to personalize & organize.

📝 Keep a list of likes & dislikes. Calibrate your life to them.

6/ Tim Ferriss: Daily 3-notes

📒 Pocket size for ideas. Review & eliminate often.

📔 3x morning pages (get out your brain demons)

⏰ 5-minute journal (reflection & gratitude)

7/ Richard Branson: Anything that works

✉️ Find anything you can write on

🖊️ Write down way more than others

🏃‍♀️‍➡️ Later, turn the notes into actions & goals

8/ Sara Blakely: Single notebook

📔 Write down good ideas immediately

📝 Use the same notebook for lists

📚 Archive in order for easy reference

Notes are a fascinating peek into how people's brains work.

Try a few and see which one you like best.

=== ===

Your Strategy Needs A Strategy

Your strategy needs a strategy... did you know there are five different approaches to strategy that you can choose from? You should, especially the four non-traditional ones. These are the five approaches to strategy.

Picking the right approach to strategy depends on three dimensions:

Unpredictability: the extent to which it is possible to predict how things will unfold in the next couple of years.

Malleability: the extent to which it is possible to influence the course in which things unfold in the next couple of years.

Harshness: the extent to which keeping your organization going is difficult because of internal and external threats and pressures.

Based on these three dimensions, the Boston Consulting Group (BCG) distinguishes five different strategies:

1. Classical Strategy

Perception of context: Predictable, Unmalleable, Promising
Mantra: Plan
Typical activities: Analyze, plan, forecast, formulate
Key success factor: Accuracy

2. Adaptive Strategy

Perception of context: Unpredictable, Unmalleable, Promising

Mantra: Adapt

Typical activities: Experiment, monitor, iterate, adjust
Key success factor: Flexibility

3. Visionary Strategy

Perception of context: Predictable, Malleable, Promising

Mantra: Build

Typical activities: Envision, convince, build, persist

Key success factor: Power

4. Shaping Strategy

Perception of context: Unpredictable, Malleable, Promising

Mantra: Gather

Typical activities: Collaborate, share, evolve, co-create

Key success factor: Connections

5. Renewal Strategy

Perception of context: Harsh (the rest is no longer relevant)

Mantra: Survive

Typical activities: Scale down, focus, reset, preserve

Key success factor: Resilience

Let this sink in a bit more and have a look at all five.

Then ask yourself the following questions:

- How do you perceive the context you're in on the three
dimensions?

- Which of the five strategies would fit that context?

- What does your current approach to strategy look like and does it fit?

- What do you need to do differently?

It's probably time for a change!

Hồng Gấm Lê 𝗘𝗡𝗚𝗟𝗜𝗦𝗛𝗟𝗬 𝗖𝗛𝗢𝗖𝗢𝗟𝗔𝗧𝗘

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Growth Strategies Using Jobs-to-be-Done (JTBD)

The core principle of innovation is to help customers complete their jobs better or more affordably.

The JTBD Growth Matrix outlines five key strategies based on this idea. It explains each strategy when to use it, and what you need for success.

The Jobs-to-be-Done Growth Strategy Matrix helps you choose the right strategy (disruptive, sustaining, differentiated, dominant, or discrete) for your specific market segment and when to use it.

Differentiated Strategy

Best for: Customers who are underserved and willing to pay more for better solutions

Approach: Offer a superior product at a higher price

Strategy

Best for: All customer types, including underserved, overserved, and non-consumers

Approach: Provide a solution that's both better and cheaper

Disruptive Strategy

Best for: Overserved customers not willing to pay more, and non-consumers

Approach: Offer a simpler, cheaper solution that meets basic needs
Discrete Strategy

Best for: Customers with limited or no other options

Approach: Provide a solution for specific situations where alternatives are scarce

Sustaining Strategy

Best for: Customers whose needs are mostly met

Approach: Make small improvements to existing products
Note: Better for established companies than new entrants
By understanding these strategies, you can choose the best approach for your market and customer needs, increasing your chances of successful innovation.

Map your Customer’s Job-to-be-Done

Strategyn first introduced the concept of job mapping in the 2008 Harvard Business Review article, “The -Centered Innovation .”

A job map is not a process map or a customer journey map.

It does not describe what the customer is doing.

Rather, it depicts what the customer is trying to get done in the ideal order for efficient ex*****on.

The job map reveals opportunities to help customers get their job done better and provides a structure for needs gathering.

All jobs are made up of the same eight steps:

Define. Determine objectives and plan their approach.

Locate. Gather the inputs required to get the job done.

Prepare. Set up and organize the inputs.

Confirm. Confirm that everything is in place to complete the job.

Execute. Complete the job correctly.

Monitor. Make sure things are going well during ex*****on.

Modify. If monitoring indicates a problem, adjust to fix it.

Conclude. Clean up, dispose of supplies, etc.

What are the 4 elements of the JTBD ?

The four elements of the JTBD framework are the following:

1. Job performer: Represents the individual or group wanting to complete a job

2. Job to be done: What the job performer is trying to accomplish

3. Circumstances: Essentially, the time, place, and manner in which an organization wants to complete a job

4. Customer needs: Acquire an understanding of the customer’s needs in order to determine a solution that addresses what the customer deems as a success.

How to identify jobs to be done in your business

Jobs to be done as a business approach can work for any type of product or industry. Follow these steps to discover more about your target customers and the jobs your products can perform for them.

1. Identify unmet customer needs.

Ask yourself the following questions:

What pain points do my customers have in common?

What do they currently lack?

What challenges exist for them?

2. Determine customers’ desired outcomes.

Without reference to the products or solutions you currently provide, complete the following phrases as though you were the customer:

Help me do ________.

Help me to avoid ________.

I need to _______.

For example, “Help me save time in the morning” or “I need to take more clothes when I travel” articulate desires and could lead to product ideas such as an app for scheduling morning routines or a carry-on suitcase with more storage compartments.

You may find it helpful to ask customers and prospects to complete these phrases so that you can gather a variety of jobs-to-be-done insights.

3. Answer key JTBD questions.

What does a customer want to achieve in a particular circumstance?

What could help the customer achieve this, such as resources, tools, or information?

What constraints keep the customer from achieving the desired outcome, such as not having access to needed resources or doubting their abilities?

What are the functional aspects of what they need done? What will it help them do, such as complete a task more efficiently or avoid tasks they don’t want to do?

What social or emotional factors correspond to a customer’s objective, including how they want to feel and have others perceive them?

4. Create a jobs to be done statement.

Using the ideas you gathered in steps 1, 2, and 3, construct a jobs to be done statement that can lead to more product innovations.













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Today a reader, tomorrow a leader.

There is no friend as loyal as a book.

Books are a uniquely portable magic.

ooks may well be the only true magic

A book is a gift you can open again and again.

A room without books is like a body without a soul.

I don’t read a book; I hold a conversation with the author.

If you don't like to read, you haven't found the right book.

Reading is essential for those who seek to rise about the ordinary.

Books are mirrors: You only see in them what you already have inside you.

The power to be found between the pages of a book is formidable, indeed.

Books can be dangerous. The best ones should be labelled ‘This could change your life.

If you would tell me the heart of a man, tell me not what he reads, but what he .

The reading of all good books is like a conversation with the finest minds of past centuries.

Show me a family of readers, and I will show you the people who move the world.

Many a book is like a key to unknown chambers within the castle of one’s own self.

A reader lives a thousand lives before he dies. The man who never reads lives only one.

A book, too, can be a star, a living fire to lighten the darkness, leading out into the expanding universe.

To acquire the habit of reading is to construct for yourself a refuge from almost all the miseries of life.

Reading is important. If you know how to read, then the whole world opens up to you.

Some books should be tasted, some devoured, but only a few should be chewed and digested thoroughly.

Books are the plane, and the train, and the road. They are the destination, and the journey. They are home.

Reading should not be presented to children as a chore, a duty. It should be offered as a gift.

One must always be careful of books, and what is inside them, for words have the power to change us.

Reading is the sole means by which we slip, involuntarily, often helplessly, into another’s skin, another’s voice, another’s soul.

A book is a garden, an orchard, a storehouse, a party, a company by the way, a counselor, a multitude of counselors.

The story is truly finished–and meaning is made–not when the author adds the last period, but when the reader enters.

The more that you read, the more things you will know. The more that you learn, the more places you will go.

Reading makes immigrants of us all. It takes us away from home, but more important, it finds homes for us everywhere.

The magic is only in what books say, how they stitched the patches of the universe together into one garment for us.

Books should go where they will be most appreciated, and not sit unread, gathering dust on a forgotten shelf, don’t you agree?

Read a lot. Expect something big, something exalting or deepening from a book. No book is worth reading that isn’t worth re-reading.

Books are the quietest and most constant of friends; they are the most accessible and wisest of counselors, and the most patient of teachers.

That is part of the beauty of all literature. You discover that your longings are universal longings, that you’re not lonely and isolated from anyone. You belong.

We don’t need a list of rights and wrongs, tables of dos and don’ts: We need books, time, and silence. Thou shalt not is soon forgotten, but Once upon a time lasts forever.

Sometimes, you read a book and it fills you with this weird evangelical zeal, and you become convinced that the shattered world will never be put back together unless and until all living humans read the book.

Reading is a form of prayer, a guided meditation that briefly makes us believe we’re someone else, disrupting the delusion that we’re permanent and at the center of the universe. Suddenly (we’re saved!) other people are real again, and we’re fond of them.

A book lying idle on a shelf is wasted ammunition. Like money, books must be kept in constant circulation… A book is not only a friend, it makes friends for you. When you have possessed a book with mind and spirit, you are enriched. But when you pass it on, you are enriched threefold.

The best moments in reading are when you come across something–a thought, a feeling, a way of looking at things–which you had thought special and particular to you. Now here it is, set down by someone else, a person you have never met, someone even who is long dead. And it is as if a hand has come out and taken yours.

That’s what I love about reading: one tiny thing will interest you in a book, and that tiny thing will lead you to another book, and another bit there will lead you onto a third book. It’s geometrically progressive–all with no end in sight, and for no other reason than sheer enjoyment.