Build a Job Spec: Creating Complete Guides to Innovation Success
When the team behind American Girl dolls set out to conquer the crowded toy market, they didn’t start with features or pricing. Instead, they developed a detailed job 'blueprint' for both the girls and their parents: for children, the dolls needed to foster connection, identity, and a sense of historical meaning; parents wanted to create lasting memories with their kids. Every detail—packaging with tissue and a 'belly band,' stores with tea rooms, storytelling books—served a deeper need. This approach, reiterated across product lines, meant competitors couldn’t easily copy or undercut them, no matter how they tried.
Behavioral science calls this a 'job spec'—a precise statement of all the dimensions, experiences, barriers, and alternatives that matter in the real world. Teams that skip this depth wander blindly, overengineering on one detail and missing the mark entirely. Those who nail the job spec build brands that become verbs and objects of loyalty.
Set aside an hour to systematically write out every angle of the job you want to solve—not just surface needs, but the full emotional and social picture. Be specific about what else users might choose, what feelings or social benefits they’re after, and what has stopped them in the past. Sketch the entire experience you want to create, from first impression to daily use, and flag every obstacle that could destroy confidence or delight. This document will be your map, helping everyone on your team stay anchored to what matters most. Try building one for your next big undertaking.
What You'll Achieve
You'll improve rigor and alignment in any creative process, reducing wasted effort and consistently delivering fit-for-purpose solutions that stick.
Write Out the Full 'Job to Be Done' Specification
List every functional, emotional, and social dimension.
Go beyond practical needs—include desired feelings, social recognition, and status boosts.
Describe trade-offs and competing alternatives.
What will users give up to gain progress? What else might they 'hire' instead, including the option of doing nothing?
Define required experiences for success.
Describe exactly what the purchase and use process should feel like—from first impression to ongoing use.
Capture barriers and required supports.
List everything blocking adoption and what must be present to build confidence, including guides, support, or guarantees.
Reflection Questions
- Where do your current specs stop short?
- What non-obvious needs or feelings might be crucial to success?
- How could explicit job specs help your team focus?
- Are you clear on every barrier and trade-off users face?
Personalization Tips
- Planning a school fundraiser? Specify not just the money goal (functional), but the need for fun, safety, and opportunities for parents to connect (emotional/social).
- Designing a training course? Include how learners want to feel confident and avoid embarrassment, plus how they’ll show off their new skills.
Competing Against Luck
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