CLASSIC ARTICLES
(Read these first)

Turn Customer Input into Innovation
by Anthony W. Ulwick
Harvard Business Review,
January 2002

Marketing Malpractice: The Cause and the Cure
by Clayton M. Christensen, Scott Cook and Taddy Hall
Harvard Business Review,
December 2005

Finding the Right Job For Your Product
by Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise Nitterhouse
MIT Sloan Management Review,
April 2007

Giving Customers a Fair Hearing
by Anthony W. Ulwick
MIT Sloan Management Review,
April 2008

The Customer-Centered Innovation Map
by Lance Bettencourt and Anthony W. Ulwick
Harvard Business Review,
May 2008

Know Your Customers’ “Jobs to Be Done”
by Clayton M. Christensen, Taddy Hall, Karen Dillon, and David S. Duncan
Harvard Business Review,
September 2016

INTERVIEWS

The "Jobs to be Done" Theory of Innovation (Interview with Clayton Christensen) NEW
by Sarah Green Carmichael
Harvard Business Review, December 2016

2 Must-Know Investing Tips From Clayton Christensen NEW
by Simon Erickson
The Motley Fool, December 2016

Jobs to Be Done: Theory to Practice - An Interview with Anthony Ulwick NEW
by Christian Sarkar
The Marketing Journal, November 2016

Branding as a Job to be Done - Clayton Christensen
by Christian Sarkar
The Marketing Journal, November 2016

Innovation guru Clayton Christensen’s new theory is meant to protect you from disruption
by Oliver Staley
Quartz, October 2016

Competing Against Luck: An Interview with Taddy Hall on Jobs to be Done Theory
by Christian Sarkar
The Marketing Journal, Oct 2016

Innovation, economic growth, and corporate ‘short-termism’: A Q&A with business guru Clayton Christensen
by James Pethokoukis
AEI , October 2016

Clayton Christensen: The Theory of Jobs To Be Done
by Dina Gerdeman
HBS Working Knowledge, Oct 2016

RECENT

Jobs-to-be-Done for Government NEW
by Anthony Ulwick
AnthonyUlwick.com, April 2017

Can We Get Beyond Customer Centricity? NEW
by David Slocum
Forbes, April 2017

AI and Jobs to be Done: The Future of Work NEW
by Anthony Ulwick
Marketing Journal, April 2017

How to improve #eCommerce using #JTBD NEW
by Mike Boysen
CustomerThink, April 2017

Bring Predictability to Innovation NEW
by Anthony Ulwick
CustomerThink, April 2017

Applying Jobs Theory to Micro-Moments NEW
by Anthony Ulwick
CustomerThink, March 2017

Define Markets Around the Job-to-be-Done NEW
by Anthony Ulwick
Marketing Journal, March 2017

A Harvard Business professor explains Donald Trump
by Clayton Christensen
Marketwatch, February 2017

Innovation at the Base of the Pyramid: Using Jobs-to-be-Done to Launch Successful Products
by Anthony Ulwick
GreenLeapReview, February 2017

The Innovator's Dilemma is Solved with Outcome-Driven Innovation
by Anthony Ulwick
Medium, February 2017

All Things Being Equal: Customer Experience is EASY!
by Mike Boysen
CustomerThink, February 2017

Opinion: Why innovators need to be good, not lucky
by Micheal Kelly
Ottawa Business Journal, February 2017

Getting Started with Jobs to Be Done Theory
by Anthony Ulwick
Marketing Journal, January 2017

Why Isn't Customer Service on Your 'Jobs to Be Done' List? by Charles Franklin
Small Business Trends, January 2017

The History of Jobs to Be Done and Outcome-Driven Innovation
by Anthony Ulwick
Medium, January 2017

A better way to formulate 'blue ocean strategy'
by Urquhart Wood
Charlotte Business Journal, January 2017

The Jobs-to-be-Done Market Discovery Template
by Anthony Ulwick
Medium, January 2017

Jobs to be Done
by John Hunter
The W. Edwards Deming Institute Blog, January 2017

How to Fail at Jobs to be Done
by Anthony Ulwick
Marketing Journal, December 2016

JTBD Maturity Framework Comparison Matrix
by Mike Boysen
MikeBoysen.com, December 2016

Knowing customers' needs even if they don't
by Dennis Zink
Sarasota Herald Tribune, December 2016

Jobs-to-be-Done and the Internet of Things
by Anthony Ulwick
Strategyn, November 2016

The Jobs-to-be-Done Growth Strategy Matrix
by Anthony Ulwick
CustomerThink, November 2016

A new look at the Buyer Journey - as a consumption chain Job-to-be-Done
by Mike Boysen
CustomerThink, November 2016

The Jobs-to-be-Done Growth Strategy Matrix
by Anthony Ulwick
Marketing Journal, November 2016

10 Reasons I Wrote Jobs-to-be-Done: Theory to Practice
by Anthony Ulwick
LinkedIn, November 2016

Clayton Christensen: the spreadsheet is the enemy of innovation
by Adam Gale
Management Today, November 2016

Why Marketers Often Miss the Mark in Product Innovations
book review
Knowledge@Wharton, November 2016

Why Leaders Face A Tough Job Finding What Customers Really Want
by Roger Trapp
Forbes, October 2016

Dispelling Three Common Myths About 'Jobs To Be Done'
by Stephen Wunker
Forbes, October 2016

How to hire your employer
by Clayton Christensen
LinkedIn, October 2016

The Customer Is Always Right
by Philip Delves Broughton
Wall Street Journal, October 2016

Clay Christensen's New Theory Of Innovation Has Everything To Do With Hiring
by Gwen Moran
Fast Company, October 2016

Emotional vs. Functional Jobs: The Basics of Messaging
by Anthony Ulwick
The Marketing Journal, August 2016

The “Jobs to Be Done” Theory of Innovation
by Theodore Kinney
strategy + business , August 2016

The Power of Designing Products for Customers You Don’t Have Yet
by Karen Dillon
HBR Blog, August 2016

What Airbnb Understands About Customers’ “Jobs to Be Done”
by Karen Dillon
HBR Blog, August 2016

How to Map a Customer Job
by Anthony Ulwick
The Marketing Journal, March 2016

more articles >>

VIDEOS

A Harvard Business professor explains Donald Trump NEW
by Clayton Christensen
Marketwatch, February 2017

Anthony Ulwick and Clayton Christensen: The Birth of Jobs to Be Done Theory (Spring 2000)

Anthony Ulwick: Jobs-to-be-Done Growth Strategy Matrix

Clayton Christensen: Understanding the Job

Anthony Ulwick: Why Your Idea is Worth Nothing