Geneva Jobs To Be Done (JTBD)

We welcome entrepreneurs, product managers, designers, marketers and anyone interested in understanding how to build products and services that customers actually want.

Jobs To Be Done (JTBD) is a framework for understanding customers core motivations. JTBD has garnered a lot of attention in recent years, namely thanks to the reputed Harvard professor Clayton Christensen.

The purpose of this group is to advance our collective understanding of innovation and design theories with a core focus on the Jobs To Be Done framework, but not only...

We also intend to explore related theories and concepts such as Value Engineering, Activity Centered Design, Goal Directed Design, Blue Ocean Strategy, Task Analysis, Means-End-Chain, the Logical Framework, etc. We might even take a look at AI planning theories ;)

However our focus is NOT on design and innovation PROCESSES, such as design thinking or brainstorming techniques. Or more to the point, our focus corresponds to the "Empathize" and "Define" phases in Design Thinking lingo.

Our meetup sessions are a mix of:

- Talks presenting certain aspects of the theory with question and answer sessions

- Panel debates to highlight the similarities and differences between the different theories

- Real case studies where participants get to practice and apply the theory

Disclaimer: JTBD has gotten a lot of attention recently thanks to people like Clayton Christensen and Alex Osterwalder (fellow swiss!), the community is very passionate and there is a lot of debate around this topic, and discussions can get heated. This group's purpose is to advance our understanding and we DO NOT TAKE SIDES, we welcome healthy debate and any valuable inputs.

Recommended reading:

- The Innovator's Solution, Clayton Christensen

- What Customers Want, Anthony Ulwick

- Jobs to Be Done: Theory to practice, Anthony Ulwick

- The Design of Everyday Things, Don Norman

- About Face, The Essentials of Interaction Design, Alan Cooper

- When Coffee and Kale Compete, Alan Klement

- Blue Ocean Strategy, Kim & Mauborgne