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