How executives can make confident investment decisions by understanding what markets they serve through a jobs-to-be-done lens
Most executives face this challenge: you need to accelerate growth in your core markets, but making confident investment decisions requires clarity about what markets you actually serve—and most organizations don’t have it.
When markets are defined around products, technologies, or customer demographics, strategic decisions become guessing games.
Without clarity on the markets you serve and the customers you create value for, these questions remain unanswered.
In this session, Tony Ulwick reveals how redefining markets around jobs-to-be-done transforms these strategic questions from art to science.
You’ll learn the systematic framework that Fortune 500 companies use to conduct a complete market inventory—identifying not just the core jobs customers are trying to accomplish, but also understanding the multiple customer types (job executors, lifecycle support teams, purchase decision-makers, experience customers) where value creation drives growth.
This isn’t about expanding into adjacent or new markets. This is about gaining clarity in your current markets that enables confident investment decisions, faster growth, and strategic alignment across your organization.
Stop guessing which investments will drive growth. Start with a complete understanding of the markets you already serve.
