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When Einstein engaged in his thought experiments, he pictured himself riding on a beam of light and traveling through the universe. From this perspective he was able to view the universe through a new lens, enabling him to see things in a different and meaningful way and to develop a theory that others could not. Similarly, when you look at a market through a Jobs-to-be-Done lens, everything looks different: The unit of analysis is no longer the customer or the product, it’s the core functional “job” the customer is trying to get done. Markets aren’t defined around products, they are defined as groups of people trying to get a job done. Customers aren’t buyers, they are job executors. Learn how to apply this thinking and help your company make innovation far more predictable.