Jobs to be Done

To innovate, you need to understand what jobs your customers are hiring your product for. Look beyond the obvious utility of your product. I like how JTBD emphasizes customer psychology & creative execution.


This jobs to be done (JTBD) article is a classic now and written by the father of JTBD Clayton Christensen. In this article he describes that consumers hire products to do a job. Understanding is a fundamental to your companies success.



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