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FEATURED POSTS

The Official JTBD Playbook

Jon Dome Marketing Maven

March 3, 2022
How to find growth opportunities in times of crisis

Tony Ulwick

August 20, 2026
HBR | The Customer-Centered Innovation Map

Tony Ulwick

December 17, 2021

MORE POSTS

The Team Alignment Problem Killing Your Growth Strategy

Tony Ulwick

March 20, 2026
The Hidden Tax Killing Enterprise Growth

Tony Ulwick

March 20, 2026
Stop Automating Bad Processes: A Product Team’s Guide to AI Automation Success

Tony Ulwick

March 20, 2026
The 7 Critical Inputs for Predictable Organic Growth

Rob Schade

May 26, 2025
Building a Customer-Centric Culture of Innovation

Tony Ulwick

May 26, 2025
Who is responsible for Innovation, Design, and Invention?

Tony Ulwick

August 27, 2024
Management’s Role In Achieving Predictable Innovation

Tony Ulwick

August 27, 2024
Growth Simplified: A model for developing market growth strategies

Rob Schade

August 13, 2024
Innovation Methods: A Comprehensive Guide

Luke Mayer

December 3, 2024
The Secret to Successful Growth Beyond the Core

Tony Ulwick

August 22, 2024
Innovation is Not a Game of Chance

Tony Ulwick

August 22, 2024
5 Barriers Holding Back Product Teams

Tony Ulwick

January 20, 2026
3 reasons product launches fail and what to do about it

Rob Schade

May 21, 2024
Innovation Challenges – Answering the Big Why & Where Qs

Andy Binns

May 27, 2024
From $1 Billion Failure To Fastest Growing Medical Device in History

Tony Ulwick

June 17, 2024
You’re spending too much on product development

Rob Schade

May 27, 2024
A recession is your business’s biggest opportunity

Rob Schade

May 27, 2024
Your market is not mature—your product is

Rob Schade

February 6, 2023
Create better products faster with design thinking + JTBD

Lisa Spencer Author

January 5, 2026
Product Feature Prioritization —How to Align on the Right List

Bob Pennisi Ph.D.

September 26, 2022
Take the guesswork out of innovation

Tony Ulwick

September 26, 2022
Customer Needs Through a Jobs-to-be-Done Lens

Tony Ulwick

October 17, 2022
The Job-to-Be-Done Growth Strategy Framework

Tony Ulwick

October 21, 2022
The Birth of Predictable Innovation

Tony Ulwick

September 26, 2022
Align your product teams around value creation

Tony Ulwick

October 11, 2022
Why Your Budgeting Process is failing

Bob Pennisi Ph.D.

October 12, 2022
Why most executives evaluate markets incorrectly

Geoff Bell

November 20, 2021
What innovators need to learn from baseball’s Billy Beane

Geoff Bell

September 28, 2022
You’re Asking the Wrong Innovation Questions

Danny Small

August 25, 2020
The Jobs-to-be-Done Canvas

Tony Ulwick

June 12, 2024
Jobs-To-Be-Done Brings New, Deep Insights To Product Development

Tony Ulwick

October 12, 2022
Quantify Your Customer’s Unmet Needs

Eric Eskey

November 9, 2022
Avoid These Common Mistakes When Getting Started With Jobs-To-Be-Done

Tony Ulwick

October 11, 2022
Why brainstorming is overrated and innovation should be boring

Danny Small

November 9, 2021
How to See the World Like a Born Innovator (Part 3)

Tony Ulwick

November 20, 2021
How to See the World Like a Born Innovator (Part 2)

Tony Ulwick

May 27, 2024
You Need More than Intuition for Successful Innovations

Rob Schade

November 19, 2021
Is Bill Gates Wrong? Predicting the 10 Next Big Innovations

Nicholas Singh

September 18, 2025
How to See the World Like a Born Innovator (Part 1)

Tony Ulwick

November 21, 2021
Why Should We Hire an Innovative Expert? | Strategyn

Eric Eskey

May 27, 2024
Innovation Inspiration: Why You Need to Throw Away Your Idea List Today

Eric Eskey

May 27, 2024
Innovation Inspiration: Why You Need to Produce Masterpieces, Not Me-Toos

Eric Eskey

November 9, 2021
Innovation Excellence – 6 Criteria

Rob Schade

December 7, 2021
How to Save Design Thinking

Rob Schade

November 20, 2021
Scaling Excellence: Go Slow to Go Fast

Rob Schade

November 9, 2021
Product Managers Are Obsolete; Focus on the Job-to-be-Done

Rob Schade

November 19, 2021
Your Market is Bigger Than Your Product

Rob Schade

May 2, 2024
Jobs-to-be-Done and the Internet of Things

Tony Ulwick

May 27, 2024
What Hidden Segments Exist In Your Market?

Tony Ulwick

May 6, 2026
How Should Customer “Needs” Be Defined?

Tony Ulwick

May 27, 2024
Bring Markets Into Perfect Focus by Defining Them Around the Customer’s Job-To-Be-Done

Tony Ulwick

November 20, 2021
Who is Your Customer | Customer Research

Tony Ulwick

May 27, 2024
The Collaborative Economy and ODI

Strategyn Owner

January 25, 2021
Escaping the Commodity Trap Using Jobs-To-Be-Done Thinking, Part 3: The Building and Construction Industry

Martin Pattera

November 20, 2021
How to Escape the Commodity Trap Using Jobs-To-Be-Done

Martin Pattera

May 27, 2024
A Product Innovation Strategy for Predictable Growth

Tony Ulwick

November 20, 2021
Innovation Starts by Targeting the Right Customer

Tony Ulwick

August 25, 2020
Secrets to Uncovering Unmet Customer Needs

Tony Ulwick

September 11, 2025
Customer Needs Analysis Without Paralysis

Tony Ulwick

June 16, 2021
Identify the Customers Jobs by Defining the Job-to-Be-Done

Tony Ulwick

May 27, 2024
Outcome-Driven Strategy

Strategyn Owner

November 9, 2021
Define Customer Needs As Desired Outcomes

Tony Ulwick

November 9, 2021
Don’t Become Obsolete In Your Market

Tony Ulwick

November 20, 2021
The Right Product For The Right Job

Eric Eskey

November 24, 2020
Voice Of The Customer Fails To Deliver

Tony Ulwick

August 20, 2026
Stop Following the Crowd. Understand Your Customer’s Needs

Strategyn Owner

August 25, 2020
The Profit Share Strategy, Part 2: Profit Share Examples

Tony Ulwick

November 21, 2021
Profit Share Strategy – Part 1

Tony Ulwick

August 25, 2020
Two Prerequisites for a Successful Innovation Management Strategy

Tony Ulwick

May 27, 2024
Escaping The Commodity Trap Using Jobs-To-Be-Done Thinking, Part 2: The Financial Services Industry

Martin Pattera

August 20, 2026
The iPhone, Still The Best Phone For The Job

Strategyn Owner

November 24, 2020
Customer Segmentation Is Soured by Milkshake Marketing

Tony Ulwick

November 20, 2021
What Is Market Segmentation?

Tony Ulwick

November 20, 2021
Customer Needs-Based Segmentation That Works

Tony Ulwick

November 20, 2021
What Should A Chief Innovation Officer Do?

Tony Ulwick

November 20, 2021
When Is A Market Ripe For Disruption?

Tony Ulwick

November 9, 2021
Why Your Idea Is Worth Nothing

Tony Ulwick

November 20, 2021
Innovate With Success

Tony Ulwick

November 9, 2021
Customer Needs Research Methods

Tony Ulwick

May 27, 2024