The Power of Clear Roles and Smart Processes

Ever wonder how large, complex organizations get anything done?

There are a lot of business books written about this, and a lot of consultants offering solutions - but in my opinion, there's not much new knowledge out there.

Some of the best thinking I've come across relates to the business capability model. However, these enterprise models can often be way too much for small or even midsize businesses to begin adopting.

To make this more accessible, I like to break it down into three simple concepts:

1. The Capability-Based Operating Model or “What We Do Best” This is about defining what your business does—the core functions or skills you provide to customers. Instead of listing who does what, focus on what you need to get done to succeed, like customer service, product development, or marketing. This approach means you can focus on growing those core areas, even if the specific people and roles evolve over time.
2. The Jobs-to-Be-Done (JTBD) Framework or “What Needs to Happen to Get Results” Once you know what your business needs to deliver, the JTBD framework breaks down each core capability into specific tasks or jobs. It helps pinpoint what needs to happen to achieve each of your core functions, giving clarity on what’s essential and allowing everyone to prioritize effectively.
3. The Clarity Model or “How We Work Together to Get There” First, define what success looks like (Clarity), get everyone on the same page (Alignment), and finally, focus on doing the work well (Execution). It’s a way to ensure everyone’s working toward the same goal, understands their role, and can deliver without confusion or overlap.

This structured approach allows you to build a foundation that scales with the business, rather than being limited by current skills.

To build on those concepts, here are some more detailed examples of using the Jobs-to-Be-Done (JTBD) framework to translate business goals into practical, achievable tasks for a small business:

Example 1: Coffee Shop

Core Capability: Providing a high-quality customer experience

JTBD Tasks:

• Understand customer preferences: Regularly ask for feedback, conduct brief surveys, or simply observe customer choices.
• Ensure fast service: Implement a streamlined ordering process with clear menu items, maybe even using a mobile pre-order system.
• Create a welcoming space: Keep the shop clean, comfortable, and on-brand to encourage return visits.

Example 2: Digital Marketing Agency

Core Capability: Delivering effective client campaigns

JTBD Tasks:

• Clarify client needs and goals: Start each project with a brief, straightforward questionnaire to capture client expectations and main goals.
• Execute campaign steps: Break campaigns into phases—design, content, posting, monitoring—so each team member knows their role at each step.
• Monitor and adjust performance: Set up weekly review checkpoints to analyze metrics and adjust campaigns as needed.

Example 3: Small Manufacturing Company

Core Capability: Producing high-quality products efficiently

JTBD Tasks:

• Source quality materials: Find reliable suppliers, negotiate prices, and set reorder reminders.
• Optimize production: Set up a standard operating procedure to minimize errors and speed up production.
• Quality check and package: Implement a final check on each product before shipping and ensure packaging meets customer standards.

Example 4: Freelance Graphic Designer

Core Capability: Delivering unique, high-quality designs that satisfy client needs

JTBD Tasks:

• Understand client vision: Start each project with a conversation about what they want to communicate and their style preferences.
• Create and refine drafts: Share initial sketches for feedback before diving into detailed work.
• Finalize and deliver files: Ensure final deliverables meet the agreed specifications, file format, and usage.

I'd love to hear from some small biz owners! What works for you?