Scott Burleson: The Jobs-to-be-done Pyramid (ONLINE)

“The Jobs-to-be-Done Pyramid™: An Innovation Architecture for Humans”

Most teams know Jobs-to-be-Done as a way to describe customer needs. Yet in practice, JTBD too often stops at the functional level — the tasks customers are trying to complete. The JTBD Pyramid™ reveals the full motivational architecture behind every purchase, preference, and behavior.

In this 30-minute overview, Scott Burleson introduces the five levels of the Pyramid — Product Jobs, Core Jobs, Role Identity Jobs, Image Identity Jobs, and Emotional Jobs — showing how they connect from the purely functional to the deeply human. You’ll see how each level answers a different kind of “why,” how to recognize them in interviews, and how to use them to build innovations that resonate on every level: functional, identity-based, and emotional.

Participants will walk away with:

A visual model that unifies function, identity, and emotion into one framework.

Real-world examples showing how products succeed or fail depending on which jobs they serve.

A simple mental map for seeing “the whole job” your customer is trying to get done.

Whether you’re a product manager, marketer, or executive, you’ll leave with a clearer view of human motivation — and practical tools to make your next innovation more meaningful, differentiated, and resonant.

About our speaker:

Scott Burleson is the creator of The JTBD Pyramid™, a framework that brings clarity to what truly drives customer behavior—across function, emotion, and identity. He is the author of two books on Jobs-to-be-Done: The Jobs-to-be-Done Pyramid™ and The Statue in the Stone.

In addition to running LearnPM.pro, an educational site for product managers, Scott serves as Chief Product Officer at The AIM Institute, where he develops innovation tools, teaches workshops, and advises leaders on how to grow by understanding what customers truly seek—not just what they do, but who they wish to become.

Most of Scott's recent webinars have been focused around his recent book: https://www.thejtbdpyramid.com/

About our hosts:

Markus Willner
Markus Willner is the Head of Agile Coaching at Bosch BTVS, specializing in agile training, coaching, and organizational development. With over 17 years of experience, he holds multiple certifications, including Certified Scrum Master, Certified Agile Leader, and Kanban Trainer. Markus has worked across industries such as automotive and telecommunications, focusing on agile transformations and leadership development.

Gregory Keegan
I am Enterprise Agile Coach with 16+ years of experience supporting agile transformations, leadership development, and cultural change across sectors like FinTech, MedTech, and public institutions. I’ve worked with organizations like the European Central Bank, Siemens, and Sanofi to foster business agility and build high-performing teams. My work blends agile expertise (Scrum, LeSS, Business Agility) with a growing focus on AI integration—thanks to a recent “AI for Business” certification. I’m passionate about helping organizations become agile and intelligently adaptive in a changing world.