Entrepreneur, innovator and ‘the milkshake guy’ from Clayton Christensen’s famous example of Jobs-To-Be-Done, Bob was one of the principal architects of the JTBD theory in the mid 1990s. He is back at BoS for 2018.
Bob is the President & CEO of The ReWired Group and serves as a Fellow at the Clayton Christensen Institute. He has used the insights that JTBD generates throughout his career as an entrepreneur and innovator in roles as the managing partner at Woodward Equity Partners, vice president of sales and marketing at Lombardo Homes, and, most recently, vice president and general manager at Edutronix, LLC.
At Business of Software USA 2013 Bob and fellow The Re-Wired Group Founder Chris Spiek gave a brilliant talk on how to practically use JTBD in your business – watch that talk here.
Switch Workshop – JTBD
Customers don’t just buy a product—they switch from something else. And customers don’t just leave a product—they switch to something else. It’s in these switching moments that the deepest customer insights can be found but most businesses don’t know the real reasons why people switch to—or from—their products. You’ll learn how to find out.
- You’ll participate in live customer interviews.
- You’ll learn new techniques for unearthing the deep insights that most companies never bother to dig up.
- You’ll understand why people switch from one product to another and how you can increase the odds that the switch goes your way.
You’ll be able to put everything you learned to immediate use. Spots limited to 32.