William “Scott” Burleson is the author of The Statue in the Stone: Decoding Customer Motivation with the 48 Laws of Jobs-to-be-Done Philosophy.
He has a diverse professional background in manufacturing engineering, product management, voice-of-the-customer training and leadership for SaaS development.
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As product manager for John Deere’s premium compact tractors, he led strategic marketing for the 1023E and 1025R tractors. With the foresight that only a JTBD framework can provide, these would become two of Deere’s most successful products in its long history.
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As Director of the Strategyn Institute, he worked alongside the world's best JTBD practitioners. Strategyn, founded by pioneer Tony Ulwick, is ground zero for Jobs-to-be-Done philosophy.
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Today, as Senior Vice President for The AIM Institute, Burleson leads product development for Blueprinter® software, teaches workshops on innovation using the New Product Blueprinting process, and advises corporate leaders and practitioners on growth via JTBD principles.
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He has an MS in Management and a BS in Electrical Engineering from North Carolina State University.
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***Scott loves to connect on LinkedIn with JTBD enthusiasts from around the world! Click here to connect.