JTBD for a More Human-centric Organization

This Learnspace will introduce you to the concept and framework of JTBD:

• Background to JTBD with an exploration of the theory behind the framework


• A detailed walkthrough of the key elements and core process for JTBD


• Examples and case studies


• Q&A and discussion

The concept of jobs to be done (JTBD) provides a lens through which we can understand how to create and deliver customer-centered value. The basic principle of JTBD is simple: people “hire” products and services to accomplish an objective. The JTBD framework helps teams understand this objective in detail so they can find new opportunities for value creation. More than that, JTBD provides a shared language for the whole organization to become more customer-centric. 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.