Classic Articles
(Read these first)- Turn Customer Input into Innovation Harvard Business Review, January 2002
- Marketing Malpractice: The Cause and the Cure Harvard Business Review, December 2005
- Finding the Right Job For Your Product MIT Sloan Management Review, April 2007
- Giving Customers a Fair Hearing MIT Sloan Management Review, April 2008
- The Customer-Centered Innovation Map Harvard Business Review, May 2008
- Know Your Customers’ “Jobs to Be Done” Harvard Business Review, September 2016
History
- Jobs to be Done: An Historical Perspective JTBD Institute
- The History of Jobs to be Done and Outcome Driven Innovation Jobs-to-be-Done.com
- The Cartoon History of Jobs to be Done JTBD Institute
Interviews
- The "Jobs to be Done" Theory of Innovation (Interview with Clayton Christensen) Harvard Business Review, December 2016
- 2 Must-Know Investing Tips From Clayton Christensen The Motley Fool, December 2016
- Jobs to Be Done: Theory to Practice - An Interview with Anthony Ulwick The Marketing Journal, November 2016
- Branding as a Job to be Done - Clayton Christensen The Marketing Journal, November 2016
- Innovation guru Clayton Christensen’s new theory is meant to protect you from disruption Quartz, October 2016
- Competing Against Luck: An Interview with Taddy Hall on Jobs to be Done Theory The Marketing Journal, October 2016
- Innovation, economic growth, and corporate ‘short-termism’: A Q&A with business guru Clayton Christensen AEI, October 2016
- Clayton Christensen: The Theory of Jobs To Be Done HBS Working Knowledge, October 2016
Videos
- A Harvard Business professor explains Donald Trump NEW
- Anthony Ulwick and Clayton Christensen : The Birth of Jobs to Be Done Theory (Spring 2000)
- Anthony Ulwick: Jobs-to-be-Done Growth Strategy Matrix
- Anthony Ulwick : Turn Jobs-to-be-Done Theory into Practice
- Clayton Christensen: Innovating to Meet Customers' Needs
- Anthony Ulwick: Why Your Idea is Worth Nothing
Recent
(Read these first)- Jobs-To-Be-Done.comNEW JTBD + ODI, March 2018
- Jobs-to-be-Done for Government AnthonyUlwick.com, April 2017
- Can We Get Beyond Customer Centricity? Forbes, April 2017
- AI and Jobs to be Done : The Future of Work Marketing Journal, April 2017
- How to improve #eCommerce using #JTBD CustomerThink, April 2017
- Bring Predictability to Innovation CustomerThink, April 2017
- Applying Jobs-to-be-Done Theory to Micro-Moments CustomerThink, March 2017
- Define Markets Around the Job-to-be-Done The Marketing Journal, March 2017
- A Harvard Business professor explains Donald Trump Marketwatch, February 2017
- Innovation at the Base of the Pyramid: Using Jobs-to-be-Done to Launch Successful Products GreenLeapReview, February 2017
- The Innovator's Dilemma is Solved with Outcome-Driven Innovation Medium, February 2017
- All Things Being Equal: Customer Experience is EASY! CustomerThink, February 2017
- Opinion: Why innovators need to be good, not lucky Ottawa Business Journal, February 2017
- Getting Started with Jobs to Be Done Theory The Marketing Journal, January 2017
- Why Isn't Customer Service on Your 'Jobs to Be Done' List? Small Business Trends, January 2017
- The History of Jobs to Be Done and Outcome-Driven Innovation Medium, January 2017
- A better way to formulate 'blue ocean strategy' Charlotte Business Journal, January 2017
- The Jobs-to-be-Done Market Discovery Template Medium, January 2017
- Jobs to be Done The W. Edwards Deming Institute Blog, January 2017
- How to Fail at Jobs to be Done The Marketing Journal, December 2016
- JTBD Maturity Framework Comparison Matrix MikeBoysen.com, December 2016
- Knowing customers' needs even if they don't Sarasota Herald Tribune, December 2016
- Jobs-to-be-Done and the Internet of Things Strategyn , November 2016
- The Jobs-to-be-Done Growth Strategy Matrix CustomerThink, November 2016
- A new look at the Buyer Journey - as a consumption chain Job-to-be-Done CustomerThink, November 2016
- The Jobs-to-be-Done Growth Strategy Matrix The Marketing Journal, November 2016
- 10 Reasons I Wrote Jobs-to-be-Done: Theory to Practice LinkedIn, November 2016
- Clayton Christensen: the spreadsheet is the enemy of innovation Management Today, November 2016
- Why Marketers Often Miss the Mark in Product Innovations [email protected], November 2016
- Why Leaders Face A Tough Job Finding What Customers Really Want Forbes, October 2016
- Dispelling Three Common Myths About 'Jobs To Be Done' Forbes, October 2016
- How to hire your employer LinkedIn, October 2016
- The Customer Is Always Right Wall Street Journal, October 2016
- Clay Christensen's New Theory Of Innovation Has Everything To Do With Hiring Fast Company, October 2016
- Emotional vs. Functional Jobs: The Basics of Messaging The Marketing Journal, August 2016
- The “Jobs to Be Done” Theory of Innovation strategy + business, August 2016
- The Power of Designing Products for Customers You Don’t Have Yet HBR Blog, August 2016
- What Airbnb Understands About Customers’ “Jobs to Be Done” HBR Blog, August 2016