Coming soon!

Jobs to be Done

Understanding Needs. Predicting Adoption.

Slated for early 2022, we will release the final book on Jobs to be Done. It reveals all that we’ve learned over the last 6+ years of developing the theory of JTBD.

The aim is to elevate JTBD to a proper scientific theory based upon experiments and empirical observation. It will not be a collection of narrative and case studies – which can be manipulated to “prove” anything.

This book will detail the theory, share our research, and outline the results of our experiments into why consumers adopt and abandon products.

With this knowledge, you will be able to understand and predict consumer needs, as well as the adoption and abandonment of products. Such knowledge is necessary for anyone who wants to create sustainable growth and organizational alignment.