Assessing How Well You Know Your Customers I wrote a prior post on how to get started with Jobs to be Done by doing an interview. One way to quickly apply what you learned is a quick-and-dirty assessment of why people purchase your product. …

It is a valuable tool but not enough to build a start-up I’m a user and admirer of the Lean Canvas. I have found it to be a valuable tool in the Discover stage of building a new company for capturing the vital elements of the potential new business. I’d…

It’s a valuable approach — except for most start-ups Gino Wickman’s Entrepreneurial Operating System (EOS) has had a significant and valuable impact on many businesses. …

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…