How to define your market using Jobs-to-be-Done

With innovation pioneer Tony Ulwick

Webinar Replay:

Duration | 35 min

Discussion Topics:
  • What’s wrong with traditional market definitions?
  • How to define your market using the JTBD canvas.
  • How defining your market correctly reduces unnecessary iteration.
  • Market definition vs market selection
  • Do “new markets” exist?
  • Live Q&A with Tony Ulwick

Companies often define the markets they serve around the technology in their product offerings—a technology that one day will become obsolete.

Clearly, this is a mistake, but it’s one that has been repeated by hundreds of companies over the decades.

Where are the companies that defined themselves around CDs?

They spiraled to their death when MP3 technology came along.

And where are Blockbuster and Kodak now?

In this session, Tony Ulwick will teach you how to understand your customer’s “Job”, define your market through a Jobs-to-be-Done Lens, and change the way you see markets.

Hosted by

Tony Ulwick