Not sure where to begin with Jobs to Be Done? We've put together a collection of tools and guides that walk you through the core concepts step-by-step, making it easy to understand and start using JTBD right away.
Case Study
Disrupting the status quo with customer focus
In this free case study, originally published in the peer-reviewed Journal of Digital and Social Media Marketing, you'll learn the five critical phases that helped them shift from technology-driven to customer-centric innovation, and how you can apply these insights to transform your own organization.
Free Tool
Our all-new canvas! Get this free tool for scoping your JTBD landscape.
This free downloadable tool comes with a blank canvas and an instruction guide to help you shape your organization's JTBD journey.
How To Guide
In 30 minutes, this short guide will explain to CS leadership and executive teams how to shift from tracking adoption to proving customer impact with Jobs to Be Done, a flexible framework that introduces tools to amplify the value of customer relationships without disrupting what already works.
JTBD Newsletter
Level up your product decisions with JTBD tips and customer-centered techniques you can start using right away.
Learning Journey
Our Jobs to Be Done learning journey takes you from fundamentals to practice through a clear progression: start with our free JTBD Hypothesis Canvas, deepen your knowledge with our Foundations of JTBD video course, then build hands-on skills with our Applying the Core Process mini-course.
The goal is simple: help you develop the customer-centered thinking skills that make you indispensable in strategic discussions and advance your career without the typical learning curve frustrations.
Free Tool
The JTBD Hypothesis Canvas helps your team agree on where to innovate before research begins. This free, practical tool walks you through scoping your innovation focus, from who you're solving for to what job they need done and what success looks like. By separating your strategic choices from what customers will tell you, it keeps your research focused and your insights actionable.
Video Training
Foundations of JTBD is a self-paced video course built around putting the JTBD Hypothesis Canvas to work. You'll learn how to test your hypotheses through interviews, map the full job, and prioritize the outcomes that matter most to users. It's the practical next step for teams ready to move from alignment to action.
JTBD Mini-course
In three interactive workshops, you'll practice the entire JTBD core process through hands-on activities, demonstrations, and real-world scenarios. Building on the canvas and Foundations video course, this mini-course is where you put it all into practice and gain the confidence to lead your own JTBD initiative.
Grid section
Click on each item in the "Content" tab to add images, text, and buttons with links. You can style your images and arrange your grid items in columns or rows in the "Design" tab.
If you like, you can add text here. Type or paste directly into the text box, and use the / key to pull up a menu with more formatting options.
If you like, you can add text here. Type or paste directly into the text box, and use the / key to pull up a menu with more formatting options.
If you like, you can add text here. Type or paste directly into the text box, and use the / key to pull up a menu with more formatting options.
Grid section
Read all on our Medium Blog:
If you like, you can add text here. Type or paste directly into the text box, and use the / key to pull up a menu with more formatting options.
If you like, you can add text here. Type or paste directly into the text box, and use the / key to pull up a menu with more formatting options.
If you like, you can add text here. Type or paste directly into the text box, and use the / key to pull up a menu with more formatting options.
Jim Kalbach
This instructional article introduces the Jobs to be Done (JTBD) Hypothesis Canvas, a collaboration tool designed to help teams align on the right customer problem before exploring solutions.
The canvas addresses the common mistake of jumping to solutions too quickly by providing a structured approach to scope customer discovery efforts.
Jim Kalbach
In this post, author and instructor Jim Kalbach makes a call for organizations to become more human-centered.
Jobs stories are a popular format for communicating top customer pain points. Find out about an updated approach to using job stories in this article.
They don't call it the "fuzzy" front end of innovation for nothing: it's messy out there. Understanding human needs, desires and behaviors is anything but straightforward. Embrace it with JTBD.
JTBD can be a powerful level for change, but you first have to bring it into your team. Find out some first steps to take in this article.
JTBD comes with a language for describing what motivates people to adopt a given innovation or not. Getting the formulation right is key. Find out how in this article.
with Jay Gerhart
With Michele Hanson
with Evan Shore
With Sabrina Duda and Yann Wermuth