Jobs-to-be-Done Institute | Articles, Videos, Books and More - Jobs-to-be-Done Institute showcases a wide range of articles, videos, podcasts and books from Clay Christensen, Tony Ulwick and other JTBD thought leaders.

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

History

Jobs to be Done: An Historical Perspective by Madison Bloom JTBD Institute
The History of Jobs to be Done and Outcome Driven Innovation by Anthony Ulwick Jobs-to-be-Done.com
The Cartoon History of Jobs to be Done by JTBD Institute

Interviews

The "Jobs to be Done" Theory of Innovation (Interview with Clayton Christensen) by Sarah Green Carmichael Harvard Business Review, December 2016
2 Must-Know Investing Tips From Clayton Christensen by Simon Erickson The Motley Fool, December 2016
Jobs to Be Done: Theory to Practice - An Interview with Anthony Ulwick 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, October 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, October 2016

Videos

Recent

(Read these first)

Jobs-To-Be-Done.comNEW by Tony Ulwick JTBD + ODI, March 2018
Jobs-to-be-Done for Government by Anthony Ulwick AnthonyUlwick.com, April 2017
Can We Get Beyond Customer Centricity? by David Slocum Forbes, April 2017
AI and Jobs to be Done : The Future of Work by Anthony Ulwick Marketing Journal, April 2017
How to improve #eCommerce using #JTBD by Mike Boysen CustomerThink, April 2017
Bring Predictability to Innovation by Anthony Ulwick CustomerThink, April 2017
Applying Jobs-to-be-Done Theory to Micro-Moments by Anthony Ulwick CustomerThink, March 2017
Define Markets Around the Job-to-be-Done by Anthony Ulwick The 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 The 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 The 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 The 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 by book review [email protected], 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