Jobs Theory and its associated frameworks helps you create:

Sticky Insights: Make data reliable and understand demand for our products
Common Goals: Low risk and high potential
Shared Language: Eliminate waste and empower people

Essential Reads


Intro to JTBD, by Andrei Radulescu, overviewing theoretical foundations, history and application, and the ODI and Switch approaches:


The Innovator’s Dilemma: The Revolutionary Book That Will Change the Way You Do Business


What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services


The Jobs-to-be-Done Handbook: Practical techniques for improving your application of Jobs-to-be-Done


When Coffee and Kale Compete: Become great at making products people will buy


Jobs to Be Done: A Roadmap for Customer-Centered Innovation


Service Innovation: How to Go from Customer Needs to Breakthrough Services


INTERCOM ON JOBS-TO-BE-DONE: Great products start with real problems



Slides from my Ignite talk at UX Camp CPH 2018

In these 20 slides, I present the gist of my approach and process with research & discovery, using Switch and ODI, to planning & strategy, using tools from the Blue Ocean shift strategic framework, through to implementation & execution, using Job Stories to guide product development and marketing. A more elaborate explanation is in the works, bearing the working title Glue.

Be sure to sign up for my newsletter for more on this, as I release the parts individually. Plus, when you sign up, I’ll send you my worksheets and templates that I use for this process described above. Use the sign up form below to sign up.

Get my tools

When you sign up for my newsletter, you’ll get these templates and worksheets:

  • Switch Interview kit for Timeline mapping and modeling demand around the 4 Forces of Progress
  • Job Story canvas to get you started on building a better backlog
  • ERRC Grid (Eliminate, Reduce, Raise, Create) to continuously collect, map and hold customer feedback and strategic insights
  • Strategy Canvas to chart and visualize strategy — where are you now, and where are you going? (Where’s the blue ocean?)

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