Strategy Advisors for Enterprise Leaders
Unlock Growth with Jobs to be Done
Too many innovations fail because they focus on products, not customers. In this guide, you'll learn how organizations can use Jobs to be Done to turn customer insight into lasting competitive advantage:
Why innovations fail and how JTBD prevents wasted investment
Why Jobs to be Done beats demographics and firmographics
Real case studies from healthcare, banking, consumer goods, and tech
Propietary Point of View
Why This Guide is Different
This isn’t theory. It’s a concise guide distilled from 20+ years of experience, including our work alongside Harvard’s Clayton Christensen, the person who popularized JTBD, and our Managing Director Steve Wunker, who helped refined the theory through hundreds of client projects.
We’ve applied JTBD in hundreds of projects across industries, from Fortune 500s to venture-backed companies. This paper gives you the essentials in a clear, actionable format.
Consumer Goods
Healthcare & Life Sciences
Financial Services
Tech
Trusted by
Who Should Read It?
Product managers building customer-centered roadmaps
Innovation leaders looking for a proven framework
Strategy teams exploring new markets
Market research teams seeking deeper, more actionable insights
Executives who want growth grounded in real customer needs
Why Jobs to be Done Matters
Customers don’t buy features. They “hire” products and services to get important jobs done, whether that’s feeling confident about their health, staying energized during the workday, or proving ROI to a client.
By focusing on these priorities, organizations can:
Spot unmet needs that others miss
Build offerings that resonate deeply
Align strategy, product, and marketing around what customers actually value
JTBD shifts the conversation from “What can we sell?” to “What do our customers really need?”
