The Jobs To Be Done Playbook
Align Your Markets, Organization, and Strategy Around Customer Needs
The context of business has changed. Consumers have real power: they can research company backgrounds, compare ratings, and find alternatives with a simple tap. Traditional management approaches favoring operational efficiency and maximizing short-term profit don’t suffice.
Instead, organizations need to find opportunities for growth from their markets. But despite this new customer-centric imperative, many struggle to shift mindsets.
Jobs to be done (JTBD) helps. Through consistent language and structured techniques, JTBD allows organizations to turn customer insight into action.
The principle is straightforward: people “hire” products to get a job done. They aren’t loyal to a brand, but to accomplishing their goals. Uncover those goals, and you’ll be in a better place to create new value.
JTBD is not a design method, but a business approach for viewing a given market. It can be applied to disciplines across an organization, and is compatible with design thinking, Agile and Lean. This book compiles techniques from across the field in one simple, practical reference that will help you get started working with JTBD right away.
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