We'll be covering what I view to be the most important topics covered across a collection of JTBD classics written about job theory and customer jobs-to-be-done research methods by various thought leaders.

Help make sense of the different JTBD frameworks, decide which version best suits your needs, and what it would take to adapt this framework.

I'll be covering 25+ different topics (JUST WOW!!) from each of the different thought leaders along with examples of how I've applied it in my client work in both B2C and B2B contexts. There isn't a compilation of JTBD knowledge like it.

What does Clayton Christensen have to say about:

-> The Innovation Problem

-> The Right Question

-> The Causal Mechanism

-> Customer Progress, Not Products

-> The Milkshake Story (Situational Context)

-> What isn't a Job

-> Jobs in the Wild/Job Hunting

-> Limitations of Job Theory

-> Bonus Topics (my takes): Discovering jobs-to-be-done by mapping the ecosystem

What does Alan Klement have to say about:

-> Creating a "new me" - Self Betterment

-> People have Jobs; Things Don't

-> Be goals vs. Do goals

-> Job Hierarchy

-> Bonus Topics (my takes): Job Hierarchy as Goals, sub-goals, tasks, and activities; the Experience Economy

What does Bob Moesta have to say about:

-> Demand-side vs. Supply-side Sales

-> The Struggling Moment

-> Five Key Principles

-> The JTBD Timeline

-> The Four Forces Model

-> Bonus Topics (my takes): How The Wheel of Progress® framework integrates and expands on these models (with B2C and B2B examples)

What does Jim Kalbach have to say about:

-> JTBD (who, what, how, why, when/where)

-> JTBD Principles and a "Way of Seeing"

-> The JTBD Canvas 2.0 with a focus on Main Job/Related Jobs, Outcome Statements, and Job Differentiators

-> JTBD Recipes and Play

-> Bonus Topics (my takes): Examples from my client work of the different JTBD Recipes and Plays in action

What does Tony Ulwick have to say about:

-> Idea-driven vs. Jobs-based Innovation

-> Types of Innovation

-> The Outcome-driven Innovation Process

-> Growth Strategy Matrix

-> The Market Definition Canvas

-> The Universal Job Map

-> Over-served and Under-served Jobs

-> Bonus Topics (my takes): Examples of Growth Strategy Matrix, Univeral Job Map, and JTBD Quantitative Research in practice

There continues to be some confusion around the different perspectives regarding JTBD. We'll clear it up for you.

I've been a practitioner of JTBD research for over a decade leveraging the principles and methods to inform how to better design experiences to drive brand connection, advocacy, and loyalty.

How to help customers make progress in their lives!