"Jobs to Be Done: Theory to Practice" by Anthony Ulwick explores the Jobs-to-be-Done (JTBD) framework, which helps companies understand why people buy and use products. This framework allows businesses to create products and services that meet customer needs effectively, driving growth and innovation.
Key topics discussed in the book include:
- Jobs-to-Be-Done Theory: Explains how focusing on the job a customer is trying to get done helps create more successful products. Customers hire products to accomplish specific tasks, and understanding these tasks can lead to better product design.
- Outcome-Driven Innovation (ODI): A process that ties customer-defined metrics to their jobs-to-be-done. This process transforms how companies discover opportunities, market products, and innovate. It includes 84 steps for applying the JTBD framework effectively.
- Customer Needs Framework: Guides on categorizing, defining, capturing, organizing, and prioritizing customer needs. This framework ensures that companies focus on the most critical aspects of customer requirements.
- Growth Strategy Matrix: A tool that outlines five growth strategies: differentiated, dominant, disruptive, discrete, and sustaining. It helps companies decide which strategy to pursue based on the job-to-be-done.
- Outcome-Based Segmentation: A method to uncover hidden opportunities for growth by segmenting the market based on the outcomes customers want to achieve.
- Practical Applications and Case Studies: The book includes several case studies showing how companies successfully applied the JTBD framework and ODI process to achieve impressive results.
For more information, see: Jobs-to-be-Done Masterclass with Tony Ulwick and Sabeen Sattar
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Here's everything you need to know (PDF, Audiobook): https://jobs-to-be-done-book.com/