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Define your market using JTBD

Hosted by Tony Ulwick
Discussion Points
  • 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
Duration: 35 Minutes


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.

Tony Ulwick

Tony is the pioneer of Jobs-to-be-Done Theory, inventor of the Outcome-Driven Innovation® (ODI) process, and founder and CEO of Strategyn. Philip Kotler calls Tony “the Deming of innovation” and Clayton Christensen credits him with “bringing predictability to innovation.” Published in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of 2 best sellers: What Customers Want and JOBS TO BE DONE: Theory to Practice.

Stop guessing. Start innovating.
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