Jim Kalbach

CX Executive at MURAL
Practical JTBD: From Insight To Action

Jobs to be done (JTBD) provides us a lens through which we can understand value creation.
Popularized by Clayton Christensen, JTBD underlies his theory of disruption. Since then, companies
have been using the JTBD as a strategic framework for innovation.

People “hire” products and services to accomplish an objective. By providing a language for
observing and discussing problems independent of solutions, JTBD helps organizations identify new
opportunities for market growth, get aligned on direction, and make better decisions.

This talk positions JTBD as a holistic approach to make better innovative decisions and create
high(er)-value products and services. Find out how you can help your organization see the market
from the customers’ perspective across fields and functions.