JTBD Overview: What is Jobs To Be Done?

JTBD Overview: What is Jobs To Be Done?

Jobs to be Done (JTBD) is a powerful framework to help you understand why your customers hire your product/service. Want to understand why your customers buy? More importantly, why they don’t buy?


These 3 JTBD talks from Business of Software Conference are here to help you.

Jobs to be Done theory focuses on understanding why a customer hires a product or service to do a particular job. Famously, when you purchase a 1/4 inch drill bit, you rarely want a 1/4 inch drill bit, you want a quarter inch hole. Understanding the needs and motivations of a customer is key to understanding how you can serve them better.

Watch JTBD masters Clayton Christensen, Tony Ulwick, and a double act from Bob Moesta & Chris Spiek who live interview an attendee to demonstrate how you interview customers to really understand what moves them.

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3 Great Jobs To Be Done Talks