Why 'Jobs-to-be-Done' Doesn't Work and What You Should be Doing Instead
Too Long; Didn't ReadJobs-to-be-done (JTBD) was developed by Clayton Christensen. Tony Ulwick claims to have introduced it to Christensen originally. The theory is strong, but the practice is shrouded in some level of mystery. Even if the business really wanted to do it, they'd have to do a lot of work.