Seeing an ethnographic, story-based interview come to life We in business need to first and foremost become an expert in the problem we solve for our customers. I like to think of us as anthropologists first, entrepreneurs, product people, marketers, etc. second. There are many resources under the design thinking…

Learning About Jobs to be Done Interviews This is a quick, effective and fun way to get experience with the Jobs to be Done (JTBD) interview — a key component of the JTBD theory popularized by Clay Christensen and Bob Moesta. If you want, check out this blog post first…

Overcoming our egos as designers, marketers and managers Empathizing with users has become a cornerstone concept dear to designers, marketers, product managers, salespeople and others in the business world. Most people these days seem to understand the immense value of user, or customer, research too. To get value from our…

A Framework to Surface Reliable Customer Insights The Jobs to be Done interview is a powerful tool for often uncovering hidden customer insights when someone has made a recent, non-habitual product purchase. So what do you do in other situations when you want to explore struggling moments (pains, problems) in…

Applying Jobs to be Done when there is no “switch” So people often ask, “How do I do a Jobs to be Done interview if I do not have a product in the marketplace yet?” So there is no purchase. It is a great question and doing Jobs to be…

Taking It One Project at a Time In a prior post, I described how to quickly leverage your new Jobs to be Done interview skills and get a quick-and-dirty assessment of why people purchase your product. …

Who Should You Trust? You may have discovered that different people use the label “Jobs to be Done” to describe their ideas. To tackle the problems and opportunities I have faced, I chose to go deep into Jobs theory as laid out by Clay Christensen, a professor at Harvard Business…

Building your JTBD Reading List and Podcast Playlist So you have some interview experience and an understanding of the basic Jobs to be Done framework (JTBD). Super. If you want to take your interviewing skills to the next level, I would recommend these resources. You might start by taking a…

Building your JTBD Reading List and Podcast Playlist If you want to build on what you have learned about Jobs to be Done from your interviews, or if you would prefer to get started by learning more about the framework before you leap into an interview, I would recommend these…