Here's Why I’m Tearing Down JTBD and Rebuilding It From First Principles
Answer: Because I'm an Innovator and innovation methods haven't evolved in decades.
Some of you have followed me for a long time, and others have just stumbled upon me. I’m sure the latter group is confused about my take on Jobs-to-be-Done (JTBD), so I’ve decided to take some time to explain things — and what I’m building — with as little confusion as possible. I assume everyone reading this is interested in innovation — not the word (which is heavily abused), but the concept. The first thing you need to know about me is that while I haven’t created the next Facebook, I do have an innovator’s mindset.
I’m not an inventor.
I’ve always cobbled things together to solve problems that no one else wanted to tackle. This was true when I was a bank examiner, when I was coding solutions in the digital transformation space, and now as I try to close the numerous gaps in what has been my favorite theory and methodology for the past 15 years.
The Problem with JTBD
JTBD has been adopted across many disciplines that have nothing to do with innovation. Yes, I realize they will all clai…
