Jobs to be Done (JTBD): a way of seeing

The concept of jobs to be done (JTBD) provides a lens through which we can understand value creation. The term was made popular by business leader Clayton Christensen in The Innovator’s Solution, the follow-up to his landmark book The Innovator’s Dilemma.

It’s a straightforward principle: people “hire” products and services to get a job done. Although companies like Strategyn and The Rewired Group have been using the JTBD for many years, the approach has gotten a lot of attention recently. Still, practical ways to applying the concept of JTBD in real-world settings is largely missing.

This workshop is designed to give you concrete, practical skills you can use to apply JTBD to create high-value products and services. You’ll work in groups to get hands-on experience and have lively conversations.

After this session you’ll be able to:

  • Understand the core concepts of JTBD
  • Apply JTBD to current projects and efforts at work
  • Extend the ways in which you view customers during your research

  • Jim Kalbach

Jim Kalbach is a noted author, speaker, and instructor in design, customer experience, and strategy. He is currently Head of Customer Experience at MURAL, the leading online whiteboard. Jim has worked with large companies, such as eBay, Audi, SONY, Elsevier Science, Lexis Nexis, and Citrix.

In 2007 Jim published his first full-length book, Designing Web Navigation (O’Reilly, 2007). His second book, Mapping Experiences (O’Reilly, 2016), focuses on the role of visualizations in strategy and innovation. Just recently Jim published the Jobs to Be Done Playbook (Rosenfeld, 2020), a book to help organizations turn market insight into action.

He blogs at and tweets under @jimkalbach.

Outline of this course

This course will be delivered in a 2-hour interactive session. It includes demonstrations, lecture, and exercises:


  • Background and definition of JTBD
  • Formulating job statements
  • Interviewing and research
  • Job mapping

Practical information

  • The course consists of one online session via Zoom
  • June 23 (from 14-16 CET)
  • Price €150 (ex VAT)
  • Group size is 10 – 20* participants
  • A mix of lectures and interactive activities
  • The activities take place in smaller groups of 3-5 people
  • You will receive an invite for the online session a couple of days in advance
**The minimum number of participants is 10 in order to proceed. There is an absolute maximum of 20.


Registration closed
  • 23 June
  • Online workshop
  • Work in small groups
  • Learn to apply JTBD in your research
€150 (ex VAT)