Using JTBD to build better products

Recently, I had a chat with Alan Klement about Jobs to be Done. Alan is writing a book on the topic, it's probably the best thing I've read this year.

Here's our conversation:

We cover the following topics:

  • What is Jobs to be Done?
  • How does JTBD help us understand customer motivation?
  • How does JTBD help us build better products?
    • B2C example. Wy does someone upgrade to the iPhone 7?
    • B2B example. Why does someone hire MailChimp?
  • How to unearth the struggle that customers are having.
  • How to see opportunities for un-met jobs, and how to avoid tunnel vision ("We build CRM software, and that's all customers will ever need.")
  • How do we transition from JTBD to product development and marketing? How does the handoff work?

Here are a few notes:

Published on September 29th, 2016
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