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6.3.2 APPLYING EMPATHY AS A TOOL FOR INNOVATION‘People do not want a quarter-inch drill, they want a quarter inch hole.’– (Theodore Levitt, as cited in Christensen, 2016, p.177)Jobs Theory posits that companies don’t sell products and services to customers,rather they help people address jobs they’re attempting to get done (Christensen,2016). This is useful for TakeMeTour as it can help the company to innovateaccording to underlying needs within travel, rather than simply asking travellerswhat they think they want, or relying exclusively on data (Wunker, 2012). By making‘the job’ the unit of analysis, it is possible for TakeMeTour to achieve predictablegrowth, as opposed to leaving innovation to chance, and thereby gain a competitiveadvantage (Ulwick, 2017).Jobs Theory requires the use of empathy to identify the set of circumstances thatwould compel a traveller to use a TakeMeTour service over someone else’s in thefirst instance (Alkabie, 2017). In order to develop greater awareness of the powerof empathy, Table 5 shows Jobs Theory can be broken down in to an innovationpractise (Ulwick, 2017):THE THREE STAGES OF ‘JOBS TO BE DONE’Table 5: Christensen, 2016, p.129HELPING TAKEMETOUR UNCOVER JOBS WITH EMPATHYThe Jobs-To-Be-Done Discovery framework (Fig. 12) can help TakeMeTour beginto identify undiscovered jobs by asking a specific set of questions. This maybe particularly useful for identifying new areas in which to grow their existingbusiness, or for adaptability in the shifting tourism landscape (Ulwick, 2017).The purpose of asking these questions is that it requires looking in to people’slives to spot deeply personal struggles (Christensen, 2016).52Fig. 12: JTBD Discovery Framework, Ulwick, 2017
THE TAKEMETOUR JOB MAPOnce a Job-To-Be-Done has been discovered (by exploring travellers’ needs usingFig. 12), TakeMeTour can deconstruct that job into 8 specific steps through the jobMap in Fig. 13, explained through Table 6 below. The purpose is not to discover howa customer is currently getting a job done, rather what must happen at each stagein order for the job to be carried out successfully (Ulwick, 2017).Fig. 13: The Job Map, Strategyn.com, no date53Table 6: The TakeMeTour Job Map, Strategyn.com, no date
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