Special: Stopping the confusion of Jobs to be Done (JTBD)

Global Product Management Talk is pleased to bring you the next
episode of... Product Mastery Now with host Chad McAllister, PhD.
The podcast is all about helping people involved in innovation and
managing products become more successful, grow their careers, and
STANDOUT from their peers. About the Episode: Today we are talking
about a popular and often misunderstood product management
tool—Jobs to be Done (JTBD). Joining us is the originator of Jobs
to be Done, Tony Ulwick. I first discovered Tony through his
book What Customers Want: Using Outcome-Driven Innovation to
Create Breakthrough Products and Services. It was published while I
was working on my PhD in Innovation and resonated with my research
on why products fail. It is the innovation book I have most often
gifted to others. He is also the author of the more recent
book Jobs to be Done: Theory to Practice. Both are valuable
books to add to your library if you don’t already have them. This
discussion will examine misconceptions about JTBD and approaches
for using it better.