Jobs to be Done: Theory to Practice Paperback – October 28, 2016

Tony Ulwick is an indisputable leader and pioneer in JTBD. This volume summarizes over 25 (!) years of experience consulting hundreds of a customers. His detail and precision is mesmerizing, and it's all laid out here for us to learn from.Ulwick presents the only end-to-end process for using JTBD, called Outcome Driven Innovation (ODI). His framework is robust and complete, including a look at job executors, core jobs, related jobs, emotional jobs and more. In this book, Ulwick even reveals the 84 detailed steps of ODI. And of course he supports everything with examples and case studies.If you're looking to learn about JTBD or just deepen your knowledge, this is a great place to start - there's something in it for everyone. You'll get it right from the "horse's mouth" with this book. Clear, engaging, and straightforward. Highly recommended!

Most companies struggle with innovation. Mr. Ulwick demonstrates why and offers the solution based on years of experience. This is immediately useful for all businesses large and small.

I've been a Product Manager for over 12 years now and the Jobs to Be Done framework is hands-down the best business process tool I've come across. I've tried and used Lean Startup, Agile Methods, Scrum. They all have their place, but they don't help you come out with a product that customers crave and is a commercial success. Jobs to be Done does that and it does it beautifully.I have to admit, I feel like Jobs to Be Done is a hidden gem that many people don't know about. I work at a multi-billion dollar consumer electronic company and we're going to be using this framework to come up with our next big product. Looking forward to putting this in practice.

If you've read "What Customers Want" by Ulwick, then you probably don't need to read this. The meat of this book is in Ulwick's approach to finding undiscovered needs using interviews + surveys + simple calculations.Some issues I have with this book1) It doesn't give you any tips on how to run the interviews. How do you uncover these 75-150 needs? Seems like a black box that only his firm Strategyn knows how to do. So therefore if you're a big company, you gotta reach out to them since there's no guide on this2) How do you write the surveys in a non-biased way from those needs? If you don't write the surveys the way he does, how do you even know if you're doing it right?Also, this book IS NOT FOR STARTUPS. This is for massive companies with existing customer bases looking for innovation. If you're a startup, you're much better not going as deep into the weeds as this book in these 75-150 needs and being more intuitive about it, as in, what's your largest pain point and why? I've read a lot better stuff on JTBD for startups than this book. Bob Moesta's approach of talking about it is way more relevant for startups.

Ulwick makes it clear who the real thought leader is in this space. In stark contrast to other recent books on the subject, which are heavy on stories and light on substance, Ulwick details the implications of jobs theory and a well-thought-out and proven process for putting the theory into practice.I was surprised to read about the JTBD Growth Strategy Matrix. This was an unexpected gem. Ironically, Ulwick uses Jobs Theory to effectively explain disruptive innovation and 4 other possible growth strategies. His growth strategy matrix makes sense of high-end and low-end disruption, and all other possible product strategies. For the first time, I could rationalize Christensen’s disruptive innovation work, the critiques to his theory and the opposing views. Ulwick provides a simple way to think about a very complex problem. An exciting new perspective! Thank you!

The intro to JTBD framework was good, but the part about analyzing the JTBD survey lacked details. I guess they want to keep the special sauce to themselves.

This is a well crafted book: the subject matter is as succinctly presented as Blue Ocean Strategy is, making it easy to grasp the overall concept as the reader journeys through the process and ultimately sold on Jobs to be Done is itself a job that must be done to either disrupt or self disrupt before someone else does.

Interesante planteamiento, permite ver una visión de la innovación centrada en necesidades versus una enfocada en producto. No doy 5 estrellas porque los ultimos capítulos son más dedicados al mercadeo de su empresa que ha aportar más conocimiento.

Actionable insights for thinking about complexity through life moments, it’s great fundamentals but it does not give you an actionable way to apply it.

The notions and the scientific points of view in this book are super important.I learnt different smart frameworks that I will use and apply everytime.I really recommend!!!!!

I wanted to order a paper hard copy however it appears to be devoted for e copy or Kindle

This is an easy book to pick up and not put down. A little too much self promotion through the book is disappointing but get beyond that to the process and learn new skills.

This recent publication of Tony Ulwick is an inspiring extension to the original "What Customers Want". Tony brings in a number of new elements, especially the growth strategy matrix based on Jobs that customers want to get done. Recommendation!