Integrating JTBD into Client Work: Jonathan Morgan on Applying JTBDJonathan Morgan is a design strategist with nearly 20 years of experience. Currently serving as the Director of Innovation & Design…Nov 23, 2024Nov 23, 2024
Strategy Blueprint RevisedEver feel like your strategy meetings are more about paperwork than progress? Ever come out of a strategy briefing more confused than…Oct 14, 2024Oct 14, 2024
Implementing JTBD in a Large Organization: Interview with Bloomberg’s Michael MorganMichael Morgan is Head of UX Research at Bloomberg. With more than 15 years of experience in the field, Michael likes to try different…Aug 7, 2024Aug 7, 2024
Lean JTBD: An Interview with Urko WoodUrko Wood is a leading expert in the field of JTBD. Having come up through the ranks of business consulting, he became a Strategy Advisor…Jun 26, 2024Jun 26, 2024
Jobs To Be Done at Scale in the Enterprise: Interview with Alex Cottrell, Zurich InsuranceAlex Cottrell is a product innovation specialist within Zurich Insurance Company. His team provides a range of services to the business…Feb 29, 2024Feb 29, 2024
Job Stories RevisitedJob stories have become a staple in the jobs to be done (JTBD) framework. Many people find that their clear, simple format — akin to a…Dec 29, 20231Dec 29, 20231
The Power of Empathy: Michele Hansen on JTBD ResearchMichele Hansen is an entrepreneur, author, and product manager. In 2014 she founded a SaaS company called Geocodio together with her…Dec 1, 2023Dec 1, 2023
Driving Strategy with JTBD: Interview with Zac LyonsZac Lyons is a leading practitioner of jobs to be done (JTBD) with over 20 years of experience in the field. He founded the firm Agile…Oct 14, 20231Oct 14, 20231
Using AI To Augment JTBD ResearchThe JTBD framework is particularly well-suited for AI-assisted research. Because JTBD is technology agnostic (i.e., you’re not…Jul 29, 20231Jul 29, 20231
