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.)