WORKING PAPER
Unlock Growth with Jobs to be Done
A free guide to building customer-centered strategies that actually work
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
WORKING PAPER
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
our customers
Trusted and used by industry leaders
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?”
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Want to go deeper right now?
Explore our Jobs to Be Done Framework page for more examples, FAQs, and insights into how Jobs To Be Done drives growth.
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Meet the Experts on Jobs to be Done behind New Markets Advisors
At New Markets Advisors, we pride ourselves on having a team of recognized experts who have not only applied the Jobs to be Done framework across a broad range of industries but have also contributed extensively to the theory’s development and practical application. Our leadership team brings decades of collective experience, and each has made significant contributions to advancing the field.
FOUNDER & GLOBAL LEADER IN JOBS TO BE DONE
Stephen Wunker is the Managing Director of New Markets Advisors, a global consulting firm that develops growth strategies for innovators such as Meta and the Mayo Clinic. A pioneer in mobile marketing and payments, he led the development of one of the world's first smartphones. As a longtime collaborator with the late Clayton Christensen, Harvard Business School's legendary scholar of business disruption, Stephen played a key role in refining and applying his theories of Disruptive Innovation and Jobs to be Done. He has worked across sectors to help large organizations identify major opportunities and move quickly, despite legacy systems or cultural resistance.
PARTNER & EXPERT IN CUSTOMER-CENTRIC INNOVATION
Marielle has guided more than 30 companies across consumer goods, healthcare, financial services, and tech to apply JTBD in practice. She brings a blend of consulting and brand strategy expertise, shaped by years working with Procter & Gamble and Novartis, and has co-authored influential working papers on customer-centered innovation.
