Videoconference: Jobs To Be Done with Jim Kalbach

Posted on . | Leave a comment

  • Join here for an invitation to the call. You’ll receive a welcome email with a link to our archive of calls as well as invitations to future calls. Calls and access to recordings are free for all community members.

    When: Thursday, February 25, 11am-12pm EST


    What we’ll cover:

    The concept of jobs to be done (JTBD) provides a lens through which we can understand value creation. You’re probably familiar with the basic principle: people “hire” products and services to accomplish an objective.

    By providing a language for discovering problems independent of solutions, JTBD helps organizations identify new opportunities for growth, get aligned, and make human-centered decisions.

    JTBD provides a lingua franca to shift your collective mindset. In this talk, we’ll look at some of the core concepts of JTBD and how you can unleash human-centered insights across your company, from product to marketing to sales and more.

    We will also be doing a collaborative exercise during the call, focused around recently submitted proposals for the upcoming Design at Scale conference (formerly known as Enterprise Experience.)

    About Jim Kalbach:

    Jim Kalbach is a noted author, speaker, and instructor in design, customer experience, and strategy. He is currently Chief Evangelist at MURAL, the leading online whiteboard.

    Jim is the author of three books: Designing Web Navigation (O’Reilly, 2007), Mapping Experiences (O’Reilly, 2016), and most recently The Jobs To Be Done Playbook (Rosenfeld, 2020). He is also the Co-founder and Principal at the JTBD Toolkit, an online resource with learning, trainings, and content. Jim blogs at and tweets under @jimkalbach.