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Using JTBD as an architecture for growth in Financial Services

Hosted by Tony Ulwick
Discussion Points
  • JTBD is a simplifying economic principle
  • Examples of JTBD applied to financial services
  • How JTBD creates a customer architecture for growth in financial services
  • Live Q&A
Duration: 60 Minutes


The financial services industry has emerged as a hotspot for innovation initiatives. Under pressure from disruptive competitors and the shift to digital services, financial services companies are counting on innovation to differentiate themselves and spur growth.

The problem is that the teams at many of these businesses are stuck in a product/solution mindset that forces them to think technology-first. The more effective alternative is a customer mindset that starts with customer needs — then asks what technologies exist to serve these needs.

Jobs-to-be-Done (JTBD) gives you a framework to simplify your markets, understand your customers through a solution-agnostic lens, and create architecture that will lead to sustained growth.

In this webinar, Rob Schade ( Chief Customer Officer at Strategyn) will guide you through how JTBD can be used in financial services to create ground-breaking products and services.

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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