Zac 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 Innovation Advisors to help leaders identify growth opportunities and feel confident they are on the right track. Zac has a marketing and product management…

The JTBD framework is particularly well-suited for AI-assisted research. Because JTBD is technology agnostic (i.e., you’re not investigating a specific product or brand), the information included in an AI-generated analysis is broad and inclusive, thereby increasing the strength of output. Additionally, the rules of formulation for JTBD statements provide consistent…

Jay Gerhart is Healthcare Strategist at Atrium Health, the 5th largest nonprofit integrated health system in the nation with approximately 150,000 teammates. He works on the corporate innovation team in Charlotte, NC called the Innovation Engine. Business model innovation is a key focus area in his project work, as well…

Evan Shore is Senior Director of Product Management for Walmart Health & Wellness. His team’s objective is not only to provide easy access to the products and services that customers want but also to help them make progress in their health-related Jobs to Be Done (JTBD). For example, with an…

Want to find new opportunities for growth? Well, stop obsessing over your own solution and start focusing on the people you serve instead. While that might sound good in theory, it takes a little practice to shift your perspective. …

Ruth Hartt is a leading JTBD practitioner and founder of Culture for Hire, a consultancy focused on strategically advising arts organizations. With this, she’s seeking to reverse the downward trajectory of dwindling arts audiences around the world. It’s no wonder Ruth uses JTBD thinking in her work: she is also…

I’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 product offering should be, how to improve marketing and sales, and what company to buy or partner with should be. …

JTBD is very powerful at pinpointing opportunities for innovation. But it doesn’t have to entail a big, heavy upfront process. Applying “jobs thinking” — an explicit shift away from your own solution — can lead to incremental improvements that have a big impact. That’s why I like the work of…

How can I determine product-market fit without a product on the market? I don’t even have any customers yet — how can I conduct research? These are common questions we get from entrepreneurs and founders. The truth is, JTBD is a perfect framework for start-ups to orient their efforts to. …