Perspectives and Challenges of Jobs to Be Done #JTBD #Innovation

MURAL Imagine kicked off on 5/21/2020 with a riveting discussion regarding the Jobs to Be Done theory. “JTBD” pioneer Tony Ulwick — founder and CEO at Strategyn and author of 📘 Jobs to Be Done: Theory to Practice — spoke with Jim Kalbach — head of customer experience at MURAL and author of 📘 The Jobs to Be Done Playbook. Tony and Jim shared insights on the differences between emotional and functional jobs, how JTBD relates to design thinking, how to better understand innovation and market needs, and so much more.

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About The Author
- Peter Keates, founder & CEO Onopia and President Placesquare SAS, helps companies to improve their leadership with an innovative business model aligned with the strategy.