It's more than just Milkshakes. Get the latest on Jobs-to-be-Done here.

Upcoming Switch Workshop at Basecamp in Chicago

Ervin Fowlkes // 03.23.15

cover-tableThe Switch Workshop will be held in Chicago at the Basecamp Headquarters on April 24th.

Join us to take a deep dive into why people buy and how they switch from one product to another, using the Jobs-to-be-Done Framework.

The event is limited to 32 people and tickets always go fast, so if you’re interested, register now.
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Upcoming Switch Workshop in Detroit on March 24th and 25th

Chris Spiek // 03.12.15

rewired-switchThe Switch Workshop will be held in Detroit at the Re-Wired office on March 24th and 25th!

Join us to take a deep dive into why people buy and how they switch from one product to another, using the Jobs-to-be-Done Framework.

This 2-day workshop will teach you the methods on the first day, then apply them to your work (with coaching from the experts) on the second day.

The event is limited to 24 people and tickets always go fast, so if you’re interested, register now.
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Jobs-to-be-Done Radio: Chris from Tealeaf on The Dangers of Confusing Purchase with Commitment

Chris Spiek // 02.06.15

tealeafWhen do people realize value from your product? It’s not always when they hand over their money to you, but when they really make the progress that they intended to make.

This week Chris Lee from Tealeaf Academy joins us to explain how understanding the characteristics of the purchase and commitment process from his customers’ perspective helped him build a highly effective sales process (for his customers and his business). >>Read More

Running Lean + Switch Workshop

Chris Spiek // 01.05.15

In this hands-on workshop, you’ll learn the science of how people buy anything and how to use these insights to build products that customers really want.

Austin, Texas – Jan 29-30, 2015
Space is limited.


Workshop Overview

Most products fail. Not because we fail to build what we set out to build, but because we waste needless time, money, and effort building the wrong product.

But customers don’t just buy a product — they switch from something else. And customers don’t just leave a product — they switch to something else. It’s in these switching moments that the deepest customer insights can be found.

In this 2-day hands-on workshop, you’ll learn a systematic methodology, that combines the best of Running Lean and Jobs-to-be-done techniques, and shows you exactly how uncover what customers want and build better products.
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Jobs-to-be-Done Radio: Examining Price and Value with JTBD

Ervin Fowlkes // 09.08.14


On this episode of Jobs-to-be-Done radio Ervin brings up a question regarding the difference between price and value. It may seem simple on the surface but we’ll discuss how companies often leave money on the table by not understanding how a consumer’s job impacts the amount they are willing to pay for a solution.
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Design For Switching: Create Better Onboarding Experiences

Alan Klement // 07.08.14


It was 7pm Monday night and a Google Now alert went off: it was time to record my expenses. Even though I hadn’t recorded business expenses for long time…I decided that since I’d probably be doing this more in the future: I should switch to a product dedicated to creating expense reports.

Unfortunately, things didn’t turn out as I hoped… >>Read More

Ash Maurya on Jobs-to-be-Done and Running Lean

Chris Spiek // 06.30.14

ashOn this episode of Jobs-to-be-Done Radio we’re joined by entrepreneur, author, and entrepreneurship expert Ash Mauyra.

Along with creating the Lean Canvas, an incredibly usable tool for startups who are trying to apply the lean startup methods, Ash has integrated many of the Jobs-to-be-Done techniques into his writing and workshops.

It’s always exciting for us to talk to someone so committed to applying and evolving the Jobs-to-be-Done framework, so be sure to tune in! >>Read More

Impulse Purchase is the Most Useless Term in Product Development

Chris Spiek // 06.23.14

I cringe every time I hear someone on a product team say it.

Their intent is usually to convey that it’s going to be really hard for us to get a detailed understanding of why people buy these types of cheap, low-risk products.

What I hear is that as consumers, we make these kinds of low-risk decisions based on subconscious impulses that are completely impossible to identify, unpack, or understand. >>Read More

How to introduce Jobs To Be Done to your organization: A bottom up approach to spreading the word about JTBD

David Wu // 05.23.14

So you’ve discovered this great framework for thinking about products called Jobs To Be Done. You’ve listened to the milkshake talk by Clay Christensen 20 times. You’ve devoured the content on You’re excited to get started…but.

How do you go about getting your company to start using Jobs To Be Done? What’s the best way to introduce your co-workers to JTBD and convince the higher ups to try it?
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