Integrated Frameworks for Operations
A unified approach combining Jobs to Be Done (JTBD), BrandScript narrative framework, and Agile methodology to redesign and optimize business operations with customer-centric, story-driven, iterative execution.
The Three Framework Synthesis
Framework Roles
Jobs to Be Done (JTBD)
- Role: Research & strategy layer
- Focus: What outcome are customers/stakeholders trying to achieve?
- Output: Deep understanding of desired outcomes, struggles, and success metrics
- Stability: Jobs remain stable; solutions evolve
BrandScript
- Role: Narrative & communication layer
- Focus: How do we tell the transformation story?
- Output: Clear messaging that connects people emotionally to the outcome
- Power: Stories are 22x more memorable than facts; align organizations around shared narrative
Agile
- Role: Execution & learning layer
- Focus: How do we deliver iteratively with feedback loops?
- Output: Rapid iterations, continuous validation, improved processes
- Advantage: Flexible response to changing conditions, built-in learning
Integration Pattern
Research (JTBD)
→ What is the job? Who's doing it? What struggles exist? What defines success?
→ Output: Job map, outcome metrics, stakeholder needs
↓
Narrative (BrandScript)
→ How do we tell this transformation story?
→ How do we get buy-in from stakeholders?
→ Output: Aligned messaging, emotional connection, clear vision
↓
Execution (Agile)
→ How do we deliver the transformation iteratively?
→ How do we learn and improve along the way?
→ Output: Working process, validated outcomes, continuous improvement
↓
Validation (Loop back to JTBD)
→ Are we achieving the desired outcomes?
→ What new struggles emerged?
→ What should we improve next?
Real-World Application: Accounts Payable Transformation
Phase 1: Research (JTBD)
Identify Job Performers
- Accounts Payable team (6 people, manual heavy)
- Vendors (20+ active, payment delays common)
- Finance leadership (monthly reconciliation hell)
- Executive team (working capital management)
Define the Core Jobs
| Performer | Core Job | Current Struggle | Desired Outcome |
|---|---|---|---|
| AP Team | Process invoices accurately & on-time | Manual data entry = 80% of time | Process 500 invoices/month with zero errors in 40 hours |
| Vendors | Get paid reliably when promised | Late payment damages relationships | 95%+ on-time payment rate, predictable timing |
| Finance | Maintain audit trail & compliance | Manual tracking = audit risk | Zero exceptions, fully auditable, reportable in <1 hour |
| Executive | Optimize working capital | Unclear cash flow impact | Clear visibility, ability to adjust payment timing by 5-10 days |
Uncover Struggles
- AP Team: Repetitive data entry, missing invoice copies, approval bottlenecks, no time for strategic work
- Vendors: Calls about missing payments, relationship strain, planning uncertainty
- Finance: Can’t trace payments, audit exceptions, month-end panic
- Executive: Cash forecasting impossible, no optimization levers
Define Success Metrics
- On-time payment rate: 99.5%
- Invoice processing time: <2 hours from receipt
- Error rate: <0.5%
- Audit exceptions: Zero
- AP team time freed: 30+ hours/month for vendor relations
- Finance cycle time: <4 hours for month-end
- Executive visibility: Real-time dashboard
Phase 2: Narrative (BrandScript)
Create the Transformation Story
1. Character (The Hero)
AP Team: Overworked, stuck in data entry, no time for vendor relationships
"I'm a professional, but I spend 80% of my time typing numbers.
I never get to use my judgment or build real vendor partnerships."
2. Problem (The Crisis)
External: Invoices scattered across email, PDFs, portal, paper
Internal: Feel incompetent when vendors call about late payments they caused
Philosophical: We should trust vendors to be paid fairly, not worry them
3. Guide (Your Organization’s Vision)
"We understand the chaos of manual invoicing.
We've built a system that makes AP the hero—freeing you to do real vendor relationships.
Finance gets compliance they can count on.
Vendors get reliability they deserve.
Executive gets the cash visibility they need."
4. Plan (The Path Forward)
Process Plan:
1. Week 1-2: Scan and digitize all invoices (receipt → digital file)
2. Week 3-4: Automate data extraction (invoice → system)
3. Week 5-6: Streamline approvals (manager → auto-approved if <$5K)
4. Week 7-8: Set payment scheduling (cash flow optimization)
Conviction Plan:
"We've done this for 40+ companies. Average result: 70% time savings,
99.5% on-time payment rate, zero audit exceptions."
5. Clear CTAs (Multiple Commitment Levels)
- Direct: “Let’s pilot this with supplier group XYZ (50 invoices/month)”
- Transitional: “Let’s run a 2-day workshop to map current state”
- Lower: “Show me a 15-minute demo of the workflow”
6. Avoid Failure (The Stakes)
If we stay in manual:
- AP continues to spend 40 hours on data entry instead of vendor management
- Vendors keep calling about late payments we actually didn't cause
- Finance has another month-end crisis
- Executive can't optimize cash and leaves money on table
- Turnover risk: AP team burned out
7. Success (The Transformation)
After transformation:
- AP team: 25+ hours/month freed for relationship management, feel professional
- Vendors: Know when they're paid, build trust, fewer support calls
- Finance: Compliance and audit trail, month-end done in 4 hours
- Executive: Clear cash dashboard, can make payment decisions strategically
- Business impact: 5-10 day working capital optimization = $200K+ cash freed
Phase 3: Execution (Agile)
Sprint Structure (2-week sprints)
Sprint 0: Discovery & Buy-In (Weeks 1-2)
- Research Sprint: Map current state with all stakeholders
- Craft narrative with leadership
- Definition of Done: All performers understand the job & vision, consensus on success metrics
Sprint 1: Quick Wins (Weeks 3-4)
- Digitize top 20% of invoices (80/20 rule)
- Implement basic extraction (manual-assisted)
- Goal: Show 50% time saving on this subset
- Definition of Done: Processing time cut in half, error-free batch
Sprint 2: Automate Extraction (Weeks 5-6)
- Full digitization pipeline
- OCR + data extraction rules
- Goal: 90% of invoices extracted without manual intervention
- Definition of Done: <5% manual data entry needed, audit trail complete
Sprint 3: Smart Approvals (Weeks 7-8)
- Approval routing by amount/vendor
- Auto-approve under thresholds
- Goal: 80% of invoices auto-approved
- Definition of Done: Approval time from 2 hours to <15 minutes
Sprint 4: Optimization (Weeks 9-10)
- Payment scheduling by cash position
- Vendor visibility dashboard
- Finance reporting automation
- Definition of Done: Executive can see cash forecast 30 days out
Sprint 5: Vendor Integration (Weeks 11-12)
- Vendor portal for invoice submission
- Vendor payment status visibility
- Goal: Vendors can track payments in real-time
- Definition of Done: 80% of top 20 vendors using portal
Agile Ceremonies Applied to Operations
| Ceremony | Traditional Scrum | Business Ops Version |
|---|---|---|
| Daily Standup | What blocked you? | What vendor called? What invoice was problematic? How can we fix it? |
| Sprint Backlog | Features to build | Invoices to digitize, rules to implement, vendors to onboard |
| Sprint Review | Show working software | Show reduced processing time, error rate, vendor satisfaction |
| Retrospective | What went well? Improve? | Are we closer to success metrics? What surprised us? |
| Definition of Done | Code reviewed, tests pass | Processing time achieved, errors zero, stakeholder sign-off |
Phase 4: Validation & Iteration
JTBD Metrics Check (Weekly)
| Job | Success Metric | Week 4 | Week 8 | Week 12 | Target |
|---|---|---|---|---|---|
| AP Process Invoices | Time per invoice | 25 min | 8 min | 3 min | <2 min |
| AP Process Invoices | Error rate | 2% | 0.8% | 0.2% | <0.5% |
| Vendors Get Paid | On-time rate | 92% | 96% | 99% | 99.5% |
| Finance Compliance | Audit exceptions | 5 | 2 | 0 | 0 |
| Executive Visibility | Cash forecast accuracy | N/A | Pilot | 30-day | 60-day |
Stakeholder Feedback Loop
- AP Team: “I’m doing real work now, not data entry. More satisfied.”
- Vendors: “Payments are reliable. Fewer support calls needed.”
- Finance: “Month-end is sane. No surprises.”
- Executive: “I can see cash position and optimize timing.”
Iterate Based on Learning
- Sprint 6: Vendor self-service didn’t work as expected → simplify interface
- Sprint 7: Approval rules too strict → add exception handling
- Sprint 8: Executive dashboard useful but missing one metric → add it
Key Principles for Success
1. Jobs Remain Stable; Solutions Evolve
The job “pay vendors reliably” doesn’t change. But how you accomplish it evolves through iterations.
2. Tell the Story Well
Without the BrandScript narrative:
- AP team sees “we’re replacing you with automation” → resistance
- Vendors see “we’re automating you away” → fear
- Finance sees “more systems to maintain” → skepticism
With BrandScript:
- AP team sees “you’re freed to do relationship work” → enthusiasm
- Vendors see “you’ll be paid reliably and know when” → trust
- Finance sees “compliance and efficiency” → support
3. Agile Proves the Narrative
Each sprint validates the story. After Sprint 1, AP team has 50% more time. After Sprint 3, vendors confirm faster payment. The narrative becomes credible because it’s real.
4. Measure Against Jobs, Not Features
❌ Wrong: “We implemented invoice OCR”
✅ Right: “AP team reduced processing time by 80%; vendors report 99.5% on-time payment”
5. Include All Job Performers in the Journey
- JTBD: Identify all performers
- BrandScript: Create story resonating with each
- Agile: Include them in sprints (feedback, testing, validation)
Definition of Done for Operational Transformation
Project-Level DoD
- ✓ All JTBD outcomes measurably achieved
- ✓ All job performers satisfied (surveys/interviews)
- ✓ Process documented and teachable
- ✓ Success metrics dashboard live
- ✓ Stakeholder sign-off across all groups
- ✓ Risk mitigation plan verified
- ✓ Sustainability/handoff plan complete
Sprint-Level DoD
- ✓ Specific outcome metric improved by X%
- ✓ No new errors introduced
- ✓ Stakeholder feedback collected
- ✓ Retrospective insights captured
- ✓ Next sprint plan adjusted based on learning
When This Approach Excels
✅ Complex processes with multiple stakeholders (each with different jobs)
✅ Resistance to change (BrandScript addresses why change matters)
✅ Need for speed (Agile delivers fast without waterfall’s slow cycles)
✅ Unclear requirements (JTBD uncovers hidden needs)
✅ Sustaining momentum (Each sprint proves value, maintains energy)
✅ Employee engagement (Stories + visible progress = intrinsic motivation)
Implementation Checklist
Before Starting
- Map all job performers (who’s doing this work?)
- Interview 5-10 people in each role (understand struggles)
- Identify desired outcomes for each performer
- Define success metrics that matter to each group
- Identify who owns the transformation (executive sponsor)
During Research Phase (Week 1-2)
- Create JTBD map (jobs, struggles, outcomes, metrics)
- Draft BrandScript for each stakeholder group
- Build leadership alignment on narrative
- Define sprint structure and rhythm
- Identify quick wins for Sprint 1
During Execution (Weeks 3+)
- Run sprints on 2-week cadence
- Hold daily standups (15 min, focused on job outcomes)
- Collect stakeholder feedback weekly
- Review progress against JTBD metrics
- Adjust narrative as reality emerges
- Celebrate wins openly (reinforce the story)
After Transformation
- Validate all JTBD outcomes achieved
- Document lessons learned
- Create handbook for new employees
- Plan for continuous improvement cycles
- Share success story with organization
Related Concepts
- Jobs to Be Done - Research and strategy layer
- BrandScript - Narrative and communication layer
- Agile - Execution and learning layer
- Definition of Done - Quality standards
- Operational Excellence - Outcome metrics
- Change Management - Stakeholder alignment
Last updated: January 2025
Confidence: High (synthesizes three established frameworks)
Practical application: Best for multi-stakeholder operational transformation
Key insight: Stories align organizations; JTBD ensures alignment is around right outcomes; Agile delivers them iteratively