Job-to-be-Done (JTBD): Identifying Outcome Expectations in Order to Create Competitive Advantage


As innovation expert and Harvard Business School Professor Clayton Christensen pointedly notes, “customers don’t buy products and services, they hire them to do a job.” Understanding that job—the “Job-to-be-done,” is at the core of our ability to successfully innovate. During this must-experience webinar, you will learn how to identify Jobs-to-be-done and when to use that information to guide your innovation and problem solving efforts.

For every JTBD, customers use a set of solution neutral criteria to choose solutions. These are called Outcome Expectations or Hiring Criteria. By systematically uncovering the solution neutral Outcome expectations, innovators can create unmatched competitive advantage.

Specifically, you will learn:

– The principles behind the Job-to-be-done (JTBD).
– The structure of JTBD.
– How to uncover the JTBD.
– How to use the JTBD to develop your innovation and problem solving strategy.
– The structure of Outcome expectations and how to extract them for a given JTBD.
– How to segment your market using JTBD and Outcome expectation techniques.

Ad Reference ID: 794c890096bc5eb

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