top of page

Jobs-to-be-Done Resources

“What is a master but a master student? And if that’s true, then there’s a responsibility on you to keep getting better and to explore avenues of your profession.”

Neil Peart

To proceed along the path of JTBD philosophy, begin with this article: 

Christensen, Clayton, Scott Cook and Taddy Hall: “Marketing Malpractice: The Cause and the Cure”: Harvard Business Review (2005)


Next, go deeper with these five resources: 

  1. Bettencourt, Lance and Tony Ulwick: “The Customer-Centered Innovation Map”, Harvard Business Review (2008)

  2. Burleson, W. Scott. The Statue in the Stone (2020)

  3. Christensen, Clayton and Michael E. Raynor. The Innovator’s Solution (2003)

  4. Kalbach, Jim. The Jobs to be Done Playbook (2020)

  5. Ulwick, Anthony, What Customers Want (2005)

Additionally, here’s the broader reference set:

Subscribe to receive list updates 
bottom of page