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Introduction to JTBD
What Is Jobs-to-be-Done?

What Is Jobs-to-be-Done?

Is Jobs-to-be-Done a theory? A lens? A process? A framework? A practice? Let’s start with a practical definition:
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Tony Ulwick
Outcome-Driven Innovation: JTBD Theory in Practice

Outcome-Driven Innovation: JTBD Theory in Practice

Outcome-Driven Innovation® (ODI) is a strategy and innovation process that enables a company to create and market winning product and…
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Tony Ulwick
Jobs-to-be-Done: A Framework for Customer Needs

Jobs-to-be-Done: A Framework for Customer Needs

Jobs Theory provides a framework for categorizing, defining, capturing and organizing the inputs that are required to make innovation…
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Tony Ulwick
The JTBD Market Definition Canvas

The JTBD Market Definition Canvas

Entrepreneurs can avoid unnecessary pivoting and churn with a powerful approach to market definition.
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Tony Ulwick
Jobs-to-be-Done Book
“I call Ulwick the Deming of innovation.” — Philip Kotler
“I call Ulwick the Deming of innovation.” — Philip Kotler
FREE ebook and audiobook
Jobs-to-be-Done Fundamentals
The Jobs-to-be-Done Canvas

The Jobs-to-be-Done Canvas

Helping a product team see a market through a Jobs-to-be-Done lens is often a transformational experience. This training canvas can help…
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Tony Ulwick
The Core Tenets of Jobs-to-be-Done Theory

The Core Tenets of Jobs-to-be-Done Theory

With decades of scrutiny in academic and practitioner settings, these core tenets of Jobs-to-be-Done Theory form the foundation for growth.
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Tony Ulwick
The Jobs-to-be-Done Language of Innovation

The Jobs-to-be-Done Language of Innovation

A common language of innovation has the power to unite an organization in its effort to build a competency in innovation.
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Tony Ulwick
The Jobs-to-be-Done Growth Strategy Matrix

The Jobs-to-be-Done Growth Strategy Matrix

This new framework explains when a disruptive strategy or another growth strategy should be pursued in a given situation, dramatically…
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Tony Ulwick
The 2 Jobs-to-be-Done Interpretations — and Why It Matters

The 2 Jobs-to-be-Done Interpretations — and Why It Matters

Applying Jobs-to-be-Done as a proactive managerial science negates the need to apply it as a reactive behavioral science.
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Tony Ulwick
Outcome-Driven Innovation Fundamentals
Mapping the Job-to-be-Done

Mapping the Job-to-be-Done

The Job Map reveals a stable strategy to drive growth through innovation: get the entire job done on a single platform.
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Tony Ulwick
Inventing the Perfect Customer Need Statement

Inventing the Perfect Customer Need Statement

Innovation is the process of devising a solution that addresses unmet customer needs. To win at innovation, a company must be able to…
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Tony Ulwick
Avoid These Common Mistakes When Getting Started With Jobs-To-Be-Done

Avoid These Common Mistakes When Getting Started With Jobs-To-Be-Done

Defining the customer’s job-to-be-done correctly is fundamental to a company’s success. Don’t let these two common mistakes derail your…
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Tony Ulwick
Outcome-Based Market Segmentation Outperforms Milkshake Marketing

Outcome-Based Market Segmentation Outperforms Milkshake Marketing

When it comes to discovering hidden segments of opportunity, outcome-based market segmentation gets the job done best.
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Tony Ulwick
Measure Customer Progress With JTBD + Outcome-Driven Innovation

Measure Customer Progress With JTBD + Outcome-Driven Innovation

New product success becomes predictable once you know what metrics customers use to measure their progress when getting a job done.
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Tony Ulwick
Outcome-Driven Ideation: Brainstorming With The End In Mind

Outcome-Driven Ideation: Brainstorming With The End In Mind

Rather than generating hundreds of questionable ideas, devise solutions that explicitly address your customer’s most underserved needs.
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Tony Ulwick
81 Creativity Triggers To Energize Your Ideation Process

81 Creativity Triggers To Energize Your Ideation Process

These refined, proven creativity triggers will infuse new thinking into your new product, feature and business model ideation process.
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Tony Ulwick
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