I recently joined David Duncan to discuss his new book The Secret Lives of Customers which teaches the Jobs-To-Be-Done (JTBD) framework using the intriguing format of a detective story. 

The basic premise is that consumers “hire” a product (or service) to perform a certain “job” for them.

I’ve used JTBD in my own business to figure out what exactly my customers are hiring my courses to do for them. Without that understanding, I would be left making random improvements and hoping something sticks.

I’ve long wanted to introduce my audience to this concept. It is a universally useful lens that changes how you see business. But there isn’t really an authoritative text I could point to. This is why I was very happy to hear that David wrote one.

In our conversation, David answers your questions about how JTBD might apply to you and your work. See below for the video recording and for more details on David’s work, visit here.


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