Applying Jobs-to-be-Done for True Product Innovation
What do milkshakes, ironing shirts, and the iPod have in common? These diverse products have all benefited strongly from the application of the Jobs-to-Be-Done (JTBD) framework. As Product Managers, we often face the challenge of keeping ourselves and our stakeholders focused on the problem space long enough to illuminate the customers real needs. Yet, when defining those needs, too often we embed our presumptions about known or anticipated solutions, making our needs analysis merely a description of the solution we already assumed. That kills innovation. The JTBD framework tackles this problem. While it has gained significant momentum in recent years, there are still misconceptions and unfortunate misapplications of this valuable framework. As well demonstrate in this webcast, the proper application of JTBD enables us to discover the ultimate needs and goals of our customers, empowering us to create truly relevant and more innovative products. What You Will Learn: Why the JTBD framework is so valuable How to apply various levels of Jobs thinking to your personas How companies have applied the JBTD framework to various products
