The Jobs-to-be-Done Handbook

Practical techniques for improving your application of JTBD

For everyone new to the JTBD Framework here is a nice intro by Andrej Balaz @ Medium:
If you have questions about how to apply Jobs-to-be-Done to your product/marketing efforts, fire away! If you're new to JTBD there's a an online course that will get you up-to-speed (and you can use the coupon code PHLOVE to get 10% off). Thanks to everyone who has voted so far. Very humbled to be featured here!
@chriscbs Hey Chris, is it the Interview course? The $300 one? So JTBD is mostly a discovery/interview process, leaving surveys/personas behind? Thanks!
@sadokx Hi Sadok - that is the correct course. JTBD was created out of a desire to build more successful products (products that would prompt people to stop using their existing solution, and switch to this new solution). In order to do that, we talk to consumers about past decisions that they've made. As it turns out, the easiest way to teach the method is to teach people how to interview consumers. We use the interviews to introduce the different tools associated with the JTBD way of thinking, and it's all done over "live data" (decisions that consumers have actually made). Hope that helps!
I've got to ask, how is this new? The famous quote by Theodore Levitt: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” has been around since the middle of the last century.
@andreasduess It's not new. Much of the thinking relates to Levitt's quote, but the way we uncover insights (discover the "hole" / progress the decision-maker is trying to make) and the way we translate the insight into something that we can build has dramatically evolved over the past few years.