“New products succeed not because of the features and functionality they offer but because of the experiences they enable.” - Clayton Christensen, Competing Against Luck.
Jobs to be Done has grown in popularity enormously among marketers, product designers, entrepreneurs, researchers and strategists over the past few years. The main reason is that it offers a new way of thinking about designing your proposition around what customers are really trying to get done.
The most successful new businesses are laser-focused on the value they deliver to customers. Jobs to be Done helps you unlock that value and orient your team and business around delivering that value in a disruptive and differentiated way. To Clayton's point above, a truly customer-led organisation is not about the amount of research you do or the number of features you ship, it's about delivering experiences that help customers make progress on the things that matter to them most.
Over the past two years, we've had experts from a range of different backgrounds and industries come and talk about their experience using Jobs to be Done to build new breakthrough propositions. Historically, we've run in-person meetings in London but since COVID-19 we'll be running online meetups to break down the location barriers to engaging with this community.
Therefore, if you do not live or work in London please sign up, we will be providing content and meetups for everyone online. In-person meetups will resume at some point but will be in addition to the online meetups.
To get access to more content and help shape the material we showcase at the meetups please join our Slack community, it's open to everyone: http://bit.ly/jtbd-slack
There is also a weekly newsletter covering the events, the videos, notes and write-ups. This is in addition to a lot more content about Jobs to be Done, product design and marketing in a human-centred way. Sign up here https://humanising.co/