509 7th Street NW, 3rd Floor
Washington D.C. 20004
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We all have many different jobs to do in our lifetime. Some jobs we hire people to do (provide career guidance), some jobs we hire a product to do (keep us entertained while waiting in line), some jobs we need done at unpredictable times (someone to cut your hair before an interview). If the person or the product does the job well, then chances are you'll return to them again the next time you need that job done.
Since the early 2010s, the "Jobs to be done" theory has been popularised by Harvard professors and Innovation experts and implemented by some of the biggest companies, from startups like Intercom to corporates like McDonald's, to help these companies compete in a crowded market.
In this workshop, you will take a deep dive into the Jobs To Be Done theory - how it came about, and how it's different from traditional research methods. You will also learn the latest technique to interview customers and use the "Customer forces canvas" to build a winning marketing or product strategy.
Understand the theory of Jobs-To-Be-Done and see how you can apply in your day to day
Identify what a Job is and what is not a Job
Understand the different aspects of an innovative product
Use the Switching Interview to help you uncover user needs that your competitors are missing
Breakthrough into other product categories using the Customer Forces Canvas
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