Jackie Wolking & Claire Wescott | February 2019
Strategy Lab Goal + Today’s Team Independent schools will make strategic progress . They will solve pressing challenges and seize the right opportunities in order to live into their missions and secure sustainable futures. Claire Wescott Jackie Wolking Director of Project Director of Innovation Programs Management 2 2 NAIS Strategy Lab | February 2019
Today’s Learning Objectives As a result of today’s presentation, school leaders will: ● Understand NAIS's Jobs-to-be-Done (JTBD) parent research and strategically discuss their school's specific parent population and market reality; ● Use a systems thinking framework to analyze forces inside and outside their school's control, and brainstorm creative inputs that can lead to new and innovative outputs; and, ● Synthesize their insights on whom they serve, what they offer, and how that fits into their school's dynamic environment to build alignment and buy-in among key stakeholders. 3 NAIS Strategy Lab | February 2019
Agenda NAIS Parent JTBD 1:15 - 2:00 pm Designing with JTBD & Systems Thinking 2:00 - 2:45 pm Systems Thinking & JTBD at your School 2:45 - 3:35 pm Learnings & Next Steps 3:35 - 4:00 pm 4 NAIS Strategy Lab | February 2019
Zip Share Introductions Your Current Why Attend Your Name School Your Job Title Today? Name + Location 5 NAIS Strategy Lab | February 2019
Agenda NAIS Parent JTBD 1:15 - 2:00 pm Designing with JTBD & Systems Thinking 2:00 - 2:45 pm Systems Thinking & JTBD at your School 2:45 - 3:35 pm Learnings & Next Steps 3:35 - 4:00 pm 6 NAIS Strategy Lab | February 2019
JTBD Snapshot: Why do parents hire our schools? JTBD 1 JTBD 2 JTBD 3 JTBD 4 Help me help my Help me fulfill my Help me Help me realize my child’s potential in a child overcome develop a well- plan for my talented obstacles values-aligned rounded person child community who will impact the world 7 NAIS Strategy Lab | February 2019
What is a JTBD? The JTBD methodology is based on the core belief that consumers (typically parents and guardians) do not buy products and brands, but rather consumers fire & hire candidates (typically schools) to perform a “job” for them. The JTBD methodology consists of a series of interviews with consumers who have recently hired & fired a particular product or its competition. The results of these interviews are coded and analyzed using cluster analysis in order to find common patterns of firing & hiring behavior that are observable, not aspirational. Since interviews are based on actual behavior , the true hiring & firing criteria , and are inclusive of the trade-offs consumers made, the JTBD methodology is better able to identify what is truly important to consumers and how they behave versus how they “say” they will behave . 8 NAIS Strategy Lab | February 2019
JTBD: Timeline 9 NAIS Strategy Lab | February 2019
JTBD: Forces of Progress Two Forces that Promote a New Choice Struggling Moment Two Forces that Block Change 10 NAIS Strategy Lab | February 2019
JTBD: Context is Key A JTBD is the progress that a person is trying to make in a particular circumstance . Functional : What the product does Social : Emotional : How others How it makes perceive them them feel It includes an understanding of the functional , emotional , & social characteristics of the desired outcome the person is trying to achieve. 11 NAIS Strategy Lab | February 2019
Activity Take 5 minutes to read through the JTBD profiles on pages 3-6 in your toolkit individually. Once your table is finished, discuss the following questions (found on page 8) for 20 minutes : Which JTBD does your school serve well? Which JTBD does your school struggle to serve? 12 NAIS Strategy Lab | February 2019
Agenda NAIS Parent JTBD 1:15 - 2:00 pm Designing with JTBD & Systems Thinking 2:00 - 2:45 pm Systems Thinking & JTBD at your School 2:45 - 3:35 pm Learnings & Next Steps 3:35 - 4:00 pm 13 NAIS Strategy Lab | February 2019
IT University Example 14 NAIS Strategy Lab | February 2019
University of Phoenix Example 15 NAIS Strategy Lab | February 2019
Compare Examples Turn & Talk IT University Example University of Phoenix Example What differences did you notice between the commercials? “ Supply- Side” Which “Demand - Side” Approach Approach approach was Traditional more effective? Job-To-Be-Done Marketing Marketing (2 mins) 16 NAIS Strategy Lab | February 2019
Supply-side vs. Demand-side Innovation Supply-Side Innovation Demand-Side Innovation What The School Can Deliver The Progress the Parent is Trying to Make Market Disconnect - ”The Gap” Current School Situation External Pressures Struggling Context Moment School Outcomes Resources System & Metrics Parent Work • JTBD Context • Struggling Moments • Push & Pulls / Anxieties & Habits • Functional, Social & Emotional Design Requirements • Desired Outcomes • Trade-Offs 17 NAIS Strategy Lab | February 2019
Systems Thinking + JTBD Follow along on page 9 in your toolkit as we map out a School System and then integrate the JTBD. 18 NAIS Strategy Lab | February 2019
Agenda NAIS Parent JTBD 1:15 - 2:00 pm Designing with JTBD & Systems Thinking 2:00 - 2:45 pm Systems Thinking & JTBD at your School 2:45 - 3:35 pm Learnings & Next Steps 3:35 - 4:00 pm 19 NAIS Strategy Lab | February 2019
Activity: Your School System + JTBD Turn to page 10 in your toolkit. 20 minutes of independent work time. 20 minutes to find a partner and share. 20 NAIS Strategy Lab | February 2019
Partner Share Out What new What new outcomes resources and Which JTBD did Do your metrics emerged while work emerged you focus on and align with the mapping this while mapping this parents’ metrics? why? JTBD to your JTBD to your school system? school system? 21 NAIS Strategy Lab | February 2019
Whole Group Share Out What new insights emerged as you looked at your school’s system through your selected JTBD? 22 NAIS Strategy Lab | February 2019
Agenda NAIS Parent JTBD 1:15 - 2:00 pm Designing with JTBD & Systems Thinking 2:00 - 2:45 pm Systems Thinking & JTBD at your School 2:45 - 3:35 pm Learnings & Next Steps 3:35 - 4:00 pm 23 NAIS Strategy Lab | February 2019
Demand-Side Innovations Reimagine the Open Strategic Planning Redesign Aligning Hiring House Experience with JTBD Grading Policies Practices Infuse JTBD language Strategically narrow When grading policies When hiring teachers, look into everything from which JTBD to serve change from lower to for alignment between their marketing for the event to to promote middle or middle to upper values and the JTBD you the Q&A used during the operational school, use a JTBD lens to serve to facilitate a event to increase efficiencies and align the supply and stronger culture of awareness in the create a stronger demand-side and combat demand-side innovation and community and brand to increase a high attrition rate in build a collective sense of ultimately improve yield . enrollment pipelines . these grades. empathy for the parents. 24 NAIS Strategy Lab | February 2019
Strategy Lab Objectives Strategy Lab empowers current and future school leaders with resources, experiences, and networks that: Enhance their innovation cultures; Develop their skills for Project Level Innovation Designs (PLID); Connect innovation designs to their current realities & strategic visions; Build their schools’ capacity for effective implementation of innovation designs; and, Expand their opportunities for cross-school collaboration. 25 NAIS Strategy Lab | February 2019
Upcoming Strategy Lab Workshops March 2019: Charlotte, NC April 2019: Washington, DC 2019 - 2020 School Year: TBD 2018 - 2019 Past Workshop Locations: Washington DC, Chicago, + Calabasas, CA 26 NAIS Strategy Lab | February 2019
Additional Opportunities to Connect AC Sessions ● Making the Case: Understanding Why Parents Choose Your School ○ Thursday: 11 am - 12 pm ● NAIS Strategy Lab: Lessons from the Field Jackie Wolking Tim Fish Director of Innovation ○ Thursday: 1:30 - 2:30 pm Chief Innovation Programs Officer Spring 2019 NAIS Magazine ● Innovating from the Other Side article Website & Email Address ● Visit http://strategylab.nais.org Claire Wescott Mark Mitchell ● Email us at strategylab@nais.org Director of Project Vice President Management 27 NAIS Strategy Lab | February 2019
Exit Ticket 3: Things you learned 2: Questions you have 1: Idea you are excited to put into practice! 28 NAIS Strategy Lab | February 2019
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