top of page

Break up with the "job to be done" to find some breakthrough ideas.

I recently watched the movie Problemista. (It's streaming on Max now, for people in the U.S.) I loved it, but it won't be everyone's cup of tea. It can get weird and has some shrill characters.
It reminds me of Michel Gondry's films, with inspired bits of creative genius sprinkled throughout.
The main character, Alejandro, (played by the film's writer, director and producer, Julio Torres) is an aspiring toy designer — and he has a unique vision of the kinds of toys he wants to create.
In his video application to Hasbro, he says, "Toys these days are wonderful, but they are a little bit too preoccupied with, um, fun." ​
See, his toy ideas are interesting and inventive precisely because they AREN'T trying to do the very thing that most toys are supposed to do: be fun.
Some of his ideas:

  • A Barbie-like doll that has her fingers crossed behind her back — in order to add tension and intrigue.

  • Smart phones for Cabbage Patch dolls to express their uniquely complicated lives. The phone might show a photo of spot inside their mouth that they're worried might be a health issue.

  • A slinky that won't go down stairs. Kids have to move it themselves and embrace the journey.

  • A toy truck where the front tire slowly deflates, to demonstrate to children that they're slowly running out of time.

These ideas (deliberately) don't solve the main "job to be done" of toys, and in doing so they become something else — more interesting.
​Try this with a challenge you've been working on. Deliberately remove "job to be done" of the solution, and see where it takes you.
When I facilitate workshops with leadership teams, the "job to be done" is usually to simplify ideas and achieve agreement. But what ideas might a group come up with if I purposely encouraged them to make things more complicated and disagree with each other?
Something interesting, for sure.
If the regular ways of attacking a problem are giving you regular solutions, give this a try.
bottom of page