Andries, have you heard of Outcome-Driven Innovation, championed by Tony Ulwick from Strategyn? They have a framework to help you take what you learn through Jobs interviews and figure out where the best opportunities lie. That’s the part that has always seemed missing from the Jobs Theory. I recommend you check it out! (Tony has also recently written a book called “Jobs To be Done: Theory to Practice” you may want to check out.)

Nice to meet another JTBD practitioner!



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Andrea F Hill

Sr UX Specialist with Canada Revenue Agency, former web dev and product person. 🔎 Lifelong learner. Unapologetic introvert. Plant-powered marathoner. Cat mom.