VOL.3-2 CONT’D

DESIGN-CHANGE IN MEANING

http://kaden.watch.impress.co.jp/docs/event/ms2011/20110420_440815.html

Vision Fund ($100 billion) by Son to help MaaS

• Softbank's 100 billion vision fund (SVF)

• “One hundred was a simpler number,” Son says.

• Capital was provided by;

• Public Investment Fund of Saudi Arabia (PIF) of $ 45 bil.

• Apple Inc.

• the government of Abu Dhabi, and others

• SVF invested Uber Technologies Inc., WeWork Cos., Didi Chuxing and Slack Technologies Inc.

2

3

Change in meaning of Transportation

4

Change in meaning of Transportation

http://whill.us/%E6%AC%A1%E4%B8%96%E4%BB%A3%E3%83%91%E3%83%BC%E3%82%BD%E3%83%8A%E3%83%AB%E3%83%A2%E3%83%93%E3%83%AA%E3%83%86%E3%82%A3whill-model-a%E8%B2%A9%E5%A3%B2%E9%96%8B%E5%A7%8B-2/

https://www.honda.co.jp/UNI-CUB/

https://www.bing.com/images/search?q=%e3%83%88%e3%83%a8%e3%82%bf%e3%83%bbi-unit&id=E15AE44E25A3643633391A1C98ADFDD3C33DD677&FORM=IQFRBA

Personal mobility tour by Segway Monitor public road demonstration experiment

http://www.city.yokohama.lg.jp/bunka/outline/press/20180710.html

https://youtu.be/IfhNVRgq1to

Change in meaning of the products

• Design = form of product• Show things beautiful

• Those that determine the quality

• Present a new norm powerfully (rather than effectively)

Verganti （2012）

5

Suggestion to people by Design

Radical innovation of "meaning“ can be derived by;

• Radical Technical Innovation- New technology has destructive influence on existing industries

• Change in Meaning- Buy a meaning rather than a product- "meaning" that users give to things, not limited to features, functions and utilities

6

Verganti （2012）

Jobs to be done by Advanced Mobility

• Jobs of individuals

• Jobs of urban administration

• Jobs of the weak

7

Flying cars

Flyer by Kitty-hawkMr. Larry Page of Google invests over 100 million dollars (about 10.7 billion yen) or more

https://www.businessinsider.jp/post-168955

https://www.bing.com/videos/search?q=amazon+drone+delivery&view=detail&mid=DD1ED6E448B19CDAF684DD1ED6E448B19CDAF684&FORM=VIRE

Drone by Amazon

https://youtu.be/98BIu9dpwHU

Scenario making traps

8

ピーター・シュワルツ［著］垰本一雄［訳］・池田啓宏［訳］ （2000）『シナリオプランニングの技法』、東洋経済新報社をもとに作成

• The expectation is excessive

• Too much belief that new ideas will penetrate

• Tendency to hire “average of high and low,”’ a safe combination of high growth, low growth

VOL.4-1

”GET THE JOB TO BE DONE”

http://kaden.watch.impress.co.jp/docs/event/ms2011/20110420_440815.html

Christensen, C. and Day, L (2015) “Integrating Around the Job to Be Done,” Harvard Business School, 9-6211-004. REV: June 17, 2015

Maas (Mobility as a Service)

• 70% of the world population will concentrate in specific major cities (mega cities) in 2050

• Various problems such as response to environmental problems, urbanization, the worldwide declining birthrate and aging population

• European and America are considering MaaS for urbanization measures, Japan is considering MaaSto secure local transportation

10

https://maas.global/

Whim- Maas（Mobility as a Service）in Helsinki, Finland

• Developed in FinlandTransportation, that can be used with a flat rate plan

• Traffic congestion, environmental problems, countermeasures for vulnerable people in local cities

11

Whim to Go0 €

Whim Urban Whim Unlimited

Monty payment Free 49 € 499 €

Local public transport

Pay per rideUnlimited Single

TicketsUnlimited Single

Tickets

Taxi (5km radius) Pay per ride10€ per ride

Unlimited

CarPay per ride

40€ per day Unlimited

City Bike Not includedUnlimited (30min)

Unlimited

Cancel anytime yes yes yes

Add-onsCar subscription

Yes Yes Yes

Add-on HSL* Regional

Pay per ride+50€ per month +50€ per month

Add-on HSL regional 3

Pay per ride +100€ per month

+100€ per month

https://whimapp.com/ *Public Transit Authority Helsinki - HSL

Let me know before Discussion

• Talk about the transportation system of your home town/city or country.

• What are the issues/ problem in that community?

12

Discussion to be held later

• What are the problem in the community? What are the job-to-be-done as a community? (Not your own personal job).

• How would you use “Maas” transportation system in your home town/city or country? Who use which course? (€49, € 499?)

13

All you have to do is the Jobs associated with mobility

Wake

up

Pre-

pare

Go

outside

Get on

a car

Run on

the

road-

way

Get in

the

office

Go to

the 5th

floor

Go for

toilet

Attend

a

meet-

ing

Compliment of walking

Transportation

14

Everyday jobs Jobs outside Jobs at the office

Compliment of walking

Job-to-Be-Done (#JTBD)

• A job is the fundamental problem a customer needs to resolve in a given situation

• Historically have segmented their markets along the traditional boundaries of product and customer categories

• #JTBD Clear path to successful innovation by marketers’ segment by job

• Christensen, C. and Day, L (2015) “Integrating Around the Job to Be Done,” Harvard Business School, 9-6211-004. REV: June 17, 2015

15

Mike Shake Example-Traditional Marketing

• Define market segment by product

• Invite candidates and evaluate to see the fitness of taste (thicker, chocolatier, cheaper, or chunkier etc.)

• Improve the products according to feedback, but sales did not increase

• Found out that 40% of customers bought the products before 8 am.

16

• Christensen, C. and Day, L (2015) “Integrating Around the Job to Be Done,” Harvard Business School, 9-6211-004. REV: June 17, 2015

#JTBD: Milkshake-Customers’ Job at 8 am

• Faced a long, boring commute, one hand busy; having desire to make the commute more interesting

• Not yet hungry, but knew that they’d be hungry by 10:00 am.• Bagels with cream cheese or jam resulted in

sticky fingers and gooey steering wheels • A banana didn’t last long enough to solve the

boring-commute problem• Donuts did not carry 10:00 am hunger attack

17

• Christensen, C. and Day, L (2015) “Integrating Around the Job to Be Done,” Harvard Business School, 9-6211-004. REV: June 17, 2015

https://www.bing.com/images/search?view=detailV2&ccid=leK3By1V&id=DB077D7AA5EE9FAAC43EFF85AE56C5045165777D&thid=OIP.leK3By1V1jSUG7gkso0HtAHaE8&mediaurl=https%3a%2f%2ffthmb.tqn.com%2fsHI14VwgA58daPo0TSY-ishRJk8%3d%2f2122x1415%2ffilters%3afill(auto%2c1)%2f172192393-56a20fea3df78cf7727188b7.jpg&exph=1415&expw=2122&q=milkshake&simid=608051901593160186&selectedIndex=0&ajaxhist=0

Cars? Or Mobile Living Rooms? -Traditional Marketing

• Segment their markets: Such as sub-compacts, compacts, mid-size and full-size sedans; SUVs and minivans; light vs. full-size trucks; sports cars and luxury cars.

• Another segmentation may be extraordinarily sophisticated demographic and psychographic dimensions• E.g., priciest luxury segments, differentiation that merits

a premium price

18

• Christensen, C. and Day, L (2015) “Integrating Around the Job to Be Done,” Harvard Business School, 9-6211-004. REV: June 17, 2015

#JTBD: Cars? Or Mobile Living Rooms?

• Reflect the way that customers experience life when buying and driving a car

• Job around the job of “Help keep my family organized and efficient as I move from A to B to C throughout my day.” • e.g., power ports at each seat, individual compartments

with pencil/pen holders for doing homework, and segmented storage areas for each child.

• To pay attention to “functional”, “emotional”, and “social dimensions”

19Christensen, C. and Day, L (2015) “Integrating Around the Job to Be Done,” Harvard Business School, 9-6211-004. REV: June 17, 2015

“#JTBD: Drill? or Holes?

• "Customers do not want to buy 4 inch drills, but ha a job to open a 4 inch hole“

• Change to viewpoint of clarifying customer's job"Why do you need 4 inch holes in your life?“

https://www.bing.com/images/search?q=%e3%83%89%e3%83%aa%e3%83%ab%e3%80%80&view=detailv2&id=8FE953E50844153C6C3E459111FDEBCA45AD48E6&selectedindex=8&ccid=ZABsaqCx&simid=608053948814854208&thid=OIP.M64006c6aa0b1059b3373ecfd11b47894o0&mode=overlay&first=1

Christensen, C. and Day, L (2015) “Integrating Around the Job to Be Done,” Harvard Business School, 9-6211-004. REV: June 17, 2015 20

Assumed JOB vs. Realistic JOB

• Often uses the provided product for a purpose (Job) different from the use (Job) expected by the providing side

• Compare your products with competing products

• Observe how customers use existing products

• Repeat "Why" until you find a new Job

Christensen, C. and Day, L (2015) “Integrating Around the Job to Be Done,” Harvard Business School, 9-6211-004. REV: June 17, 2015

21

Basic Business Model

-Figure out the actual state of business (=Static)

• What kind of business (goods / service) is it?

• How you are delivering to customers (= sales)

• How to raise profit (= price / cost structure)

Capture the actual state of business (static property)

22

How to structure #JTBD

-Consider the dynamism (dynamic nature) of the activities of related parties

• Identify the jobs that the customers are to be satisfied

• Consider how to implement the activities

• Consider how to share with the third parties (partners/ cooperating companies on the platform)

Amit, R. and Zott, C. (2010). “Business Model Innovation: Crating Value in Times of Change,” Working Paper WP87- July, 2010, IESE Business School- University of Nevarra. をもとに作成

23

Case: #JTBD-transportation in rural area

24

https://www.bing.com/images/search?q=%E3%82%B3%E3%83%9F%E3%83%A5%E3%83%8B%E3%83%86%E3%82%A3%E3%83%90%E3%82%B9%E3%80%80%E8%87%AA%E5%8B%95%E9%81%8B%E8%BB%A2&qs=n&form=QBIDMH&pq=%E3%82%B3%E3%83%9F%E3%83%A5%E3%83%8B%E3%83%86%E3%82%A3%E3%83%90%E3%82%B9%20%E8%87%AA%E5%8B%95%E9%81%8B%E8%BB%A2&sc=0-0&sp=-1&sk=

Community

Personal

AutomaticHuman drivers

https://www.bing.com/images/search?q=%E3%83%91%E3%83%BC%E3%82%BD%E3%83%8A%E3%83%AB%E3%83%A2%E3%83%93%E3%83%AA%E3%83%86%E3%82%A3&qs=n&form=QBIR&pq=%E3%83%91%E3%83%BC%E3%82%BD%E3%83%8A%E3%83%AB%E3%83%A2%E3%83%93%E3%83%AA%E3%83%86%E3%82%A3&sc=8-10&sp=-1&sk=

https://www.toyota.co.jp/jpn/tech/personal_mobility/i-road/

https://tse1.mm.bing.net/th?&id=OIP.M67e172d73076ae57d7c7d749609a27b5o0&w=300&h=225&c=0&pid=1.9&rs=0&p=0&r=0

25

An example of jobs with vulnerable traffic services? - Community bus in Harumura, Suwa-gun, Nagano Prefecture

• Depart and arrive near public facilities;

• Local public services

• Agricultural Center

• SupermarketSuwa Central Hospital

• Spa areas

• What are the issues in this system?

Opportunity and Obstacle of a new challenge

Bob Masstra, ReWired Group, http://jobstobedone.org/Christensen, C & Day, L (2015) “Integrating Around the jobs to be done,” Harvard Business School, 9-611-004, June 17, 2015. をもとに作成

Businessas Usual

New Behavior

Two Forces Promote a New Choice

Push of the Situation

Magnetism of New Solution

Anxiety of the New Solution

Habit of the Present

Problem solving –Make it better

The lug of historical allegiances

Attraction of culturally relevant news

Uncertainty surrounding a new choice

Two Forces Block Change

Opportunity and Obstacle of a new challenge

Bob Masstra, ReWired Group, http://jobstobedone.org/Christensen, C & Day, L (2015) “Integrating Around the jobs to be done,” Harvard Business School, 9-611-004, June 17, 2015. をもとに作成

Businessas Usual

New Behavior

Two Forces Promote a New Choice

Push of the Situation

Magnetism of New Solution

Anxiety of the New Solution

Habit of the Present

Problem solving –Make it better

The lug of historical allegiances

Attraction of culturally relevant news

Uncertainty surrounding a new choice

Two Forces Block Change

Have a interest in new idea

Not sure about the feasibility of the

new idea

I know the current ways not good

Can customers adopt new services

Whim―Maas（Mobility as a Service）

• Developed in FinlandTransportation, that can be used with a flat rate plan

• Traffic congestion, environmental problems, countermeasures for vulnerable people in local cities

28

Whim to Go0 €

Whim Urban Whim Unlimited

Monty payment Free 49 € 499 €

Local public transport

Pay per rideUnlimited Single

TicketsUnlimited Single

Tickets

Taxi (5km radius) Pay per ride10€ per ride

Unlimited

CarPay per ride

40€ per day Unlimited

City Bike Not includedUnlimited (30min)

Unlimited

Cancel anytime yes yes yes

Add-onsCar subscription

Yes Yes Yes

Add-on HSL* Regional

Pay per ride+50€ per month +50€ per month

Add-on HSL regional 3

Pay per ride +100€ per month

+100€ per month

https://whimapp.com/ *Public Transit Authority Helsinki - HSL

Let me know before Discussion

• Talk about your home town/city or country.

• What are the problem in the community?

• What are the job-to-be-done as a community? (Not your own personal job).

29

Discussion

• Please share your own example with the group, and choose two towns in your group.

• What are the problem in that community? • What are the job-to-be-done as a community?

• Discuss how would you use “Maas” transportation system, if it is implemented in your home town/city or country. Who use which course? (€49, € 499?)

30

"Social shift“-Illistrated by Mitsubishi Research Institute

• The business model has to be changed according to social change.

31

Social Phenomena

A

Social Phenomena

A’

Social Phenomena B

Continuous change

Discontinuous change

横田幸信（2016）『Innovation Path-成果を出すイノベーション・プロジェクトの進め方』,日経BP社 P.119

To create new #JTBD, if not experienced yet

• New “action“, “activities”• People obtained a new space and time

through the internet, that have never experienced

• To create new "Experience Value“• Expanding and strengthening experiences

different from what is available today

渡邊恵太 (2015) 『融けるデザイン―ハードxソフトxネット時代の新たな設計諭』, ビー・エヌ・エヌ新社、をもとに作成

Create New Scenarios and Stories

• How to involve customers

• Innovative business model difficult to be understood

• Get rid of resistance and distrust of new things

• Scenario Planning/ Storytelling

• Understandable/ Amusing/ Believing, etc.

• “Unlearning” –to reject what is learnt

• Create a sense "to do something and act" - a new self-directed story

Last case study#JTBD: Universal Design

34

LITALICO-company listed in Tokyo Stock Exchange

(“For-others and for-my-self” in Japanese)

35

• Change the world and make employees happy

• Create a society that maximizes the possibilities of all people who change the world

• Create a culture that the world is proud of Happy Employees

• Happy Employees Can Help Happiness

• Create a society without obstacles

• Disability is not a person but a social side?

• Through eliminating obstacles in society? People who can become happy create a society centered on people

Litalico x Whill

36

Message from Whill to Litalico:• Two major problems of a wheelchair user(1) Psychological problem that seems to be sick because it is bad and it is seen that ability is limited. (2) a physical problem that narrowed the range of activity due to slope and road condition.• Let's develop a functional device that

seems cool for healthy people and that expands the scope of action.