Jim Kalbach is a noted author, speaker, and instructor in design, customer experience, and strategy. He is currently Chief Evangelist at MURAL, the leading online whiteboard.
Jim is the author of three books: Designing Web Navigation (O’Reilly, 2007), Mapping Experiences (O’Reilly, 2016), and most recently The Jobs To Be Done Playbook (Rosenfeld, 2020). He is also the Co-founder and Principal at the JTBD Toolkit, an online resource with learning, trainings, and content. Jim blogs at experiencinginformation.com and tweets under @jimkalbach.
JTBD: An Innovation Language for Collaboration
The concept of jobs to be done (JTBD) provides a lens to understand the people you serve. The basic principle is simple: people “hire” products and services to accomplish an objective. The better you understand these objectives, the higher your chances of solution adoption.
But this outside-in alignment is only effective if you also align your teams internally to collaborate towards a common goal. This talk will show how JTBD not only provides insight into innovation opportunities, it also serves as a cross-departmental language to align teams for a more human-centered business.