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Jim Kalbach Head of Customer Success at MURAL


09:00 - 12:30

Aud II

Practical Jobs to Be Done Create Products Customers Want

The concept of jobs to be done provides a lens through which we can understand value creation. The term was made popular by business leader Clayton Christensen in The Innovator’s Solution. It’s a straightforward principle: people “hire” products and services to get a job done.


Although companies like Strategyn and The Rewired Group have been using the JTBD for many years, the approach has gotten a lot of attention recently. Still, practical ways to applying the concept of JTBD in real-world settings is largely missing. 


This workshop is designed to give you concrete, practical skills use can use to apply JTBD to create high-value products and services. We’ll work in groups to get hands-on experience and have lively conversations. 


Find out how to create solutions customers want. Shift your mindset and make innovation work for your company. Help your organization see the market from the customers’ perspective–as individuals trying to get a job done.

Here’s what we’ll cover:

  • Brief background on core concepts of JTBD
  • Using JTBD to structure user research and find opportunities
  • How to apply JTBD to product design and development
  • Extended uses of JTBD

After this session you’ll be able to:

  • Understand core concepts of JTBD and creating value for customers
  • Apply JTBD to current projects and efforts at work
  • Extend the ways in which you view customers
  • Help your organization shift it’s mindset 

This session is geared for advanced designers and strategists looking to further understand the concept of JTBD and being able to work with the approach in a practical way. 

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