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Uncovering the Jobs to be Done: Intro + Live Interview

Alex Lumley // 02.09.17

This is the best introduction to Jobs to be Done on the internet.  After watching you will:

  • Understand the basics of the JTBD framework: Why JTBD is important for your company and an explanation of the Forces of Progress and the Timeline.
  • Have experienced a live JTBD interview: with an audience member who recently purchased a pre-owned Volkswagon Jetta.
  • Seen a brief interview Debrief & Analysis: examining the interview through the lenses of the Timeline and the Forces of Progress.

For a full transcript head on over to the Business of Software Site

  • Mads Fuhr


  • Abhay Ghatpande

    Hi Bob,
    Thank you for that. It’s too bad that you didn’t have enough time at the end to sum up.
    What would you say was the job to be done for Tyler in this case? Or are there multiple jobs? So if there are enough other people like Tyler who are hunting for a basic cheap mid-size car, should VW build one to target them? Or rather build something baby-friendly for which they are likely to pay more? Or should they work towards improving the dealership experience? What are the key lessons from this interview?
    Thank you,