The algorithmic decision-making model based on jobs-to-be-done

The N2D Method is a system for deciding what to do next. It brings simplicity and clarity to the challenge of choosing between initiatives in complex circumstances.

It helps consultants, agencies and innovators to analyse opportunities through a variety of lenses. Use the tools to prioritise the needs, or jobs-to-be-done, of the people most important to you.

No more guesswork; no more false starts; no more dead ends.

The N2D Method helps you to answer three important questions

What are the most important needs of the most important people?

Where are our biggest opportunities?

Which specific things should we prioritise?

What sort of problems can the N2D Method help you solve?

Often the problems N2D solves are confidential in nature. Here are some of the challenges it has been applied to recently, for enterprises, consultants and agencies:

How do we create the right brief with our client? (Independent Consultancy)

How do we set our new pitch win relationship on the right track? (Major UK agency)

How do I help my client untangle a complex and fast-moving set of priorities? (Transformation Consultant)

How do we make sure we’re answering the right question? (Pitch Intermediary)

How do we design and scope an MVP for our new product? (International Agency Group)

How do we decide what to prioritise in our backlog? (UK Charity)

How do we ensure we design with our users and business needs balanced? (DesignOps team, UK Agency)

How do we create a simple IA for our new product website? (UK Agency)

How do we streamline our multi-million-pound transformation initiatives to cut 25% resource? (Global Insurer)

How can we validate our £500K IT Strategy to reduce risk? (Group of Higher Education Colleges)

How do we define the future of our organisation? (Global Insurer)

How do we spend £1,000,000 on Digital Transformation? (UK Government Department)

How do we decide where to target innovation efforts? (Major UK Enterprise)

How do we prioritise R&D spend? (Major Health Insurer)

How do we develop a new communications strategy for our practice? (National Architect Practice)

How do we determine priorities for our new global communications strategy? (Global Trade Body)

N2D is fundamental to helping us frame the most important customer, their needs, that if met help our clients achieve their important business objectives. We use it to prioritise CX roadmaps, product scope/features, and internal initiatives to grow our own business.

Tom Downing
Strategy Director, Freestyle

With over 20 years working for GlaxoSmithKline across a range of different sectors and geographies, and in that time having worked with the outputs from the really large consulting firms, this N2D model provides a similarly robust model and process that delivers clear and actionable outcomes at a fraction of the time and cost.

Amanda Blacklock
Founder, Blacklock Consulting

The N2D Method is a real gem. Intuitive to use with powerful visualisations, it translates complex sets of (normally) uncategorised data into a clear path of action based on quantitative requirements.

Jeffrey Roberts
Director, Alchemmy

For my needs, it’s a combination of its versatility and robust rigour I like most. I find it suitable for loads of different use cases, and I sometimes think of it as a “strategy buddy” – a tool/model I can use to help organise my own thinking and approach around different scenarios.

Dan Gregson
CSO, Electroheads

It offers a simple way to boil down the important factors in strategic decision-making and give an objective view of the different viewpoints of the business and the customer in order to facilitate decision-making.

David Rogerson
Principal Consultant, Foolproof

Such a refreshing way to help clients understand what’s important to their customers. Provides much-needed impartiality. Helps clients get to decisions speedily and understand why the results are what they are. Simple to walk through with clients. Clear outputs.

James Matthews
Digital Experience Director, Krow Group


Input your business objectives, the people you serve and their needs


The NeedRank™ algorithm assesses the relative value of the inputs

Needs Matrix

The Needs Matrix visualises the most important needs of the most important people

Service Scorecard

Helps you identify where to focus resources and attention


Using these outputs as a brief, generate new ideas and collate existing ones

Initiative Scorecard

A dispassionate assessment produces a clearly prioritised list of initiatives

Case Studies

Hear directly from N2D Method practitioners. How are they using it? What do they think the benefits are? Steal their tips and tricks.

Sam is a senior strategist with a unique blend of experience gathered over 15 years. He talks about how he used the N2D Method on a digital transformation project for a charity.

Tom Downing and Rohini Chohan from the digital product studio Freestyle, talk about their experience with the N2D Method.

Tim Stoller, the Founder of Your Human Factors, Strategy Lead for The Brand Launchers and charity trustee, talks about his experience with the N2D Method.