The concept of jobs to be done (JTBD) provides a lens through which we can understand creating customer value. You’re probably familiar with the basic concept: people “hire” goods and services to accomplish an objective.
By providing a language for describing these objectives independent of solutions, JTBD helps organizations identify new opportunities. More than that, JTBD provides a lingua franca to shift your collective mindset to be more customer-focused.
In this talk, author Jim Kalbach will discuss some of the core concepts from his recent book The JBTD Playbook, focused on job maps and job stories in particular. He’ll provide examples and demonstrate some of the techniques, as well as take questions from the audience.