Jobs-to-be-Done (JTBD) is powerful new market research framework that is gaining ground across various startup communities in the US. Companies like 37Signals and Intercom are using JTBD to heavily influence their product and marketing efforts with great success. Clay Christensen, Harvard professor who coined the term "disruptive innovation", just released a new book about JTBD called "Competing Against Luck".
How:
In this workshop, we will present an overview of the JTBD framework, the main tools (forces diagram & timeline) and then conduct a JTBD interview with an audience participant to show you how it's done.
Brian Rhea (Product Lead at Binocs) and Jason Hall (COO at Binocs) have been actively practicing the JTBD framework for several years and have been implementing a number of the findings across various companies.
Audience participation:
Please come with a recent purchase in-mind. It should be something that you've bought fairly recently (less than 3 or 4 months ago), and something that you haven't bought before.
