Ashley Aitken
Sorry… “JTBD as a job someone is trying to do” is not a definition.
Sorry… “JTBD as a job someone is trying to do” is not a definition.
It’s like saying an MVP is a minimum viable product.
The reason we spend time unpacking the job story is that you can’t simply guess at the right jtbd — or the right pains and gains either.
That’s the magic trick part people enjoy believing — but it doesn’t work in practice. Tony Ulwick’s process at Strategyn is even a lot more involved than this implementation. They start with qualitative interviews, surveys, job maps, etc.
As to getting people to relay back this customer forces canvas story, there’s a growing community of practitioners that can….