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
A Conversation with Jay Gerhart: Guiding Innovation Teams with JTBDJay Gerhart is Healthcare Strategist at Atrium Health, the 5th largest nonprofit integrated health system in the nation with approximately…Apr 8, 2023Apr 8, 2023
Revolutionizing JTBD Research: Evan Shore on AIEvan Shore is Senior Director of Product Management for Walmart Health & Wellness. His team’s objective is not only to provide easy access…Feb 3, 20232Feb 3, 20232
JTBD Canvas 2.0Want to find new opportunities for growth? Well, stop obsessing over your own solution and start focusing on the people you serve instead.Dec 26, 20221Dec 26, 20221
Growing Audiences with JTBD: A Conversation with Ruth HarttRuth Hartt is a leading JTBD practitioner and founder of Culture for Hire, a consultancy focused on strategically advising arts…Dec 14, 2022Dec 14, 2022
Bring Focus To Your Efforts: JTBD For Product ManagersI’ve never worked for or with a company that didn’t have enough ideas. In fact, most are swimming in them — what the next feature or…Nov 9, 2022Nov 9, 2022
Practical Applications of JTBD: A Conversation with Jake MitchellJTBD is very powerful at pinpointing opportunities for innovation. But it doesn’t have to entail a big, heavy upfront process. Applying…Aug 26, 20223Aug 26, 20223
JTBD: A Perfect Fit for Start-UpsHow can I determine product-market fit without a product on the market?Aug 8, 2022Aug 8, 2022
Principles of JTBDIn the broadest sense of the term, JTBD is a theory that predicts human behavior. The approach holds that individuals are motivated to make…Aug 8, 2022Aug 8, 2022
Perspectives of JTBDThere are many misconceptions about the field of JTBD. Part of the problem was in-fighting amongst leading JTBD professionals and…Nov 26, 20211Nov 26, 20211
Finding Opportunities with Job MapsCreating a job map is an important step in understanding a target job. I think of a job map as the scaffolding that frames your innovation…Nov 21, 20211Nov 21, 20211
