Jobs to be Done: Theory to Practice Paperback – January 1, 2016

If you've read "What Customers Want" by Ulwick, then you probably don't need to read this. The meat of this book is in Ulwick's approach to finding undiscovered needs using interviews + surveys + simple calculations.Some issues I have with this book1) It doesn't give you any tips on how to run the interviews. How do you uncover these 75-150 needs? Seems like a black box that only his firm Strategyn knows how to do. So therefore if you're a big company, you gotta reach out to them since there's no guide on this2) How do you write the surveys in a non-biased way from those needs? If you don't write the surveys the way he does, how do you even know if you're doing it right?Also, this book IS NOT FOR STARTUPS. This is for massive companies with existing customer bases looking for innovation. If you're a startup, you're much better not going as deep into the weeds as this book in these 75-150 needs and being more intuitive about it, as in, what's your largest pain point and why? I've read a lot better stuff on JTBD for startups than this book. Bob Moesta's approach of talking about it is way more relevant for startups.

Tony Ulwick is an indisputable leader and pioneer in JTBD. This volume summarizes over 25 (!) years of experience consulting hundreds of a customers. His detail and precision is mesmerizing, and it's all laid out here for us to learn from.Ulwick presents the only end-to-end process for using JTBD, called Outcome Driven Innovation (ODI). His framework is robust and complete, including a look at job executors, core jobs, related jobs, emotional jobs and more. In this book, Ulwick even reveals the 84 detailed steps of ODI. And of course he supports everything with examples and case studies.If you're looking to learn about JTBD or just deepen your knowledge, this is a great place to start - there's something in it for everyone. You'll get it right from the "horse's mouth" with this book. Clear, engaging, and straightforward. Highly recommended!

Ulwick makes it clear who the real thought leader is in this space. In stark contrast to other recent books on the subject, which are heavy on stories and light on substance, Ulwick details the implications of jobs theory and a well-thought-out and proven process for putting the theory into practice.I was surprised to read about the JTBD Growth Strategy Matrix. This was an unexpected gem. Ironically, Ulwick uses Jobs Theory to effectively explain disruptive innovation and 4 other possible growth strategies. His growth strategy matrix makes sense of high-end and low-end disruption, and all other possible product strategies. For the first time, I could rationalize Christensen’s disruptive innovation work, the critiques to his theory and the opposing views. Ulwick provides a simple way to think about a very complex problem. An exciting new perspective! Thank you!

I've been a Product Manager for over 12 years now and the Jobs to Be Done framework is hands-down the best business process tool I've come across. I've tried and used Lean Startup, Agile Methods, Scrum. They all have their place, but they don't help you come out with a product that customers crave and is a commercial success. Jobs to be Done does that and it does it beautifully.I have to admit, I feel like Jobs to Be Done is a hidden gem that many people don't know about. I work at a multi-billion dollar consumer electronic company and we're going to be using this framework to come up with our next big product. Looking forward to putting this in practice.

Interesante planteamiento, permite ver una visión de la innovación centrada en necesidades versus una enfocada en producto. No doy 5 estrellas porque los ultimos capítulos son más dedicados al mercadeo de su empresa que ha aportar más conocimiento.

No recent examples from software, saas world.book itself is not complete without the resources the company provides.Poor attempt to copy Strategyzer books.

The intro to JTBD framework was good, but the part about analyzing the JTBD survey lacked details. I guess they want to keep the special sauce to themselves.

Interesante proceso para lograr los resultados que los clientes necesitan. Probablemente se deberia tener algun proceso !as resumido para lograr resultados puntuales.

Useful insights, techniques and examples, by oh my! Does Anthony think a lot of himself! This is a book written by someone so gracious that he is willing to impart his indisputable pearls of wisdom to mere mortals such as the general public. Product innovation is a haphazard minefield, but, luckily for us, he's done all the hard work for us and all we have to do is follow his proven 86-step path to success and glory!Maybe it's a cultural thing and some readers expect, or even want(?), this kind of hero worship / saviour narrative. Personally, I prefer someone who's a bit more humble and relatable.However, if you can look past all of that, he has some good points to make.

Ulwick covers the theory and application of Jobs to be Done and ODI, with plenty of examples and case studies. A good overview before diving deeper into the practical methodology.

This is an easy book to pick up and not put down. A little too much self promotion through the book is disappointing but get beyond that to the process and learn new skills.

A poorly written ad for how great they are, with decent explanation about what they do, but you won't be any more able to use the information after you're done. Zero utility.The title promised to take it from theory to practice and it gets an 'F'

A much asked class of question amongst entrepreneurs is how to "find" or prospect for an idea, an opportunity worth developing. Tony Ulwick's Jobs To Be Done: Theory and Practice not only answers that question but, as the title suggests, it answers the closely related question, which one(s) should be pursued and how? In essence, Ulwick provides a road map to arrive at a key milestone in the entrepreneurial journey, product market fit based upon actionable knowledge of the domain. The well prepared entrepreneur increases the otherwise dismal odds of doing so to 86%.To see why this reviewer believes this book should be the first preparation item for entrepreneurs as well as be used as the text used to teach Marketing To Entrepreneurs, start reading at Chapter V, Case Studies. The following quotes from Chapter V illustrate why."Microsoft discovered it was sitting on a growth business once value was measured from the customers perspective."On market segmentation "Normal demographic methods … helpful for sales resource prioritization are not helpful for opportunity identification. ""It’s a whole different conversation with the executive team. … used to be a long process...based on whether customers would buy. ... ''Organization alignment " … no longer get questioned by internal stakeholders - operations and engineering, supply chain, sales and so on.""We have shifted the culture from a technology driven company to a customer needs driven company."Ulwick makes clear that not only is it the founders responsibility to do the work of fitting the strengths of the technology to a job customers want done but as the last three quotes emphasize building an organization is a key task for founders, also answer the question what culture is needed to succeed.Finally, there is great value in the rigour of Ulwick’s approach. It yields a clear path for new entrants to identify their strategy options and select one that suits their budget and mindset.Read the book, apply its contents to assure that you will beat the odds, becoming an entrepreneurial success story by design.