Product Leaders Series Ep3: JTBD for a more human centered business

JTBD for a More Human Centered Business

Today's empowered consumers can easily research, compare, and switch to better alternatives. Yet many organizations still struggle to align their growth strategies with real customer needs, often prioritizing internal capabilities over external value.

Jobs to be Done (JTBD) offers a powerful shift in perspective—from focusing on your organization and its solutions to focusing on customers and the jobs they're trying to accomplish. More than just a method, JTBD provides a new way of seeing your markets, your organization, and your strategy.

This presentation covers core JTBD concepts and demonstrates how this framework helps organizations become truly human-centered in their approach to growth.

About the speaker

Jim Kalbach

Noted author, speaker, and instructor in innovation, design, and the future of work. He is currently Chief Evangelist at Mural, the leading online whiteboard.

Jim Kalbach is a noted author, speaker, and instructor in innovation, design, and the future of work. He is currently Chief Evangelist at Mural, the leading online whiteboard.

Jim is the author of several books: Designing Web Navigation (O’Reilly, 2007), Mapping Experiences, 2nd Ed. (O’Reilly, 2020), and The Jobs To Be Done Playbook (Rosenfeld, 2020). In 2023 he co-authored Collaborative Intelligence (Wiley, 2023) with Mariano Battan. Jim is also the Co-founder and Principal at the JTBD Toolkit, an online resource with learning, trainings, and content.

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