The Jobs to be Done (JTBD) Playbook is a practical guide to finding human-centered opportunities for growth across your organization — from strategy and product innovation to design and development to sales and marketing.


The context of business has changed. Consumers have real power: they can
research company backgrounds, compare ratings, and find alternatives with a
simple tap. Traditional management approaches favoring operational efficiency
and maximizing short-term profit don’t suffice.

Instead, organizations need to find opportunities for growth from their markets.
But despite this new customer-centric imperative, many struggle to shift

Jobs to be done (JTBD) helps. Through consistent language and structured
techniques, JTBD allows organizations to turn customer insight into action.


Praise for the JTBD Playbook
“Jim is a true practitioner who is an expert in both design and applying jobs to be done
to product problems. As such, this book holds a rare value: it’s fueled by practicality but steeped in solid theory as well.” —Des Traynor, co-founder of Intercom

“This book peels back the obfuscation that often surrounds jobs to be done and provides a practical primer that connects JTBD methodology with the foundations of user experience practice.” —Peter Merholz, design management consultant and co-author of Org Design for Design Orgs