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:
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Bettencourt, Lance and Tony Ulwick: “The Customer-Centered Innovation Map”, Harvard Business Review (2008)
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Burleson, W. Scott. The Statue in the Stone (2020)
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Christensen, Clayton and Michael E. Raynor. The Innovator’s Solution (2003)
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Kalbach, Jim. The Jobs to be Done Playbook (2020)
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Ulwick, Anthony, What Customers Want (2005)
Additionally, here’s the broader reference set:
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Adams, Dan. New Product Blueprinting (2008)
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Anthony, Scott, Mark Johnson, Joseph Sinfeld and Elizabeth Altman. The Innovator’s Guide to Growth (2008)
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Ariely, Dan. Predictably Irrational (2008)
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Bettencourt, Lance. Service Innovation (2010)
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Bettencourt, Lance, Joseph Pine, James Gilmore, and David Norton: "The 'New You' Business": Harvard Business Review (2022)
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Christensen, Clayton. The Innovator’s Dilemma (1996)
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Christensen, Clayton, Taddy Hall, Karen Dillon and David S. Duncan. Competing Against Luck (2016).
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Heath, Chip and Dan Heath. Switch (2010)
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Kahneman, Daniel. Thinking Fast and Slow (2011)
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LaoTze and Steven Mitchell. The Tao Te Ching (2006)
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Levitt, Theodore: “Marketing Myopia,” Harvard Business Review (1960)
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Moesta, Bob and Greg Engle. Demand-Side Sales 101 (2020)
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Ries, Al and Jack Trout. Positioning: The Battle for Your Mind (1981)
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Ulwick, Anthony W. Jobs to be Done: Theory to Practice (2016)
