Jobs-to-be-Done in the Customer-Centric Organization

The author of the article discusses the different approaches companies use for product and service development, such as market analysis, executive fiat, usage vectors, customer service tickets, customer surveys, and focus groups. However, these methods only offer a partial understanding of what customers want. To be truly customer-centric, companies should adopt the JTBD approach, which involves talking directly to customers about what they are trying to achieve with the product or service. The article also includes an example of how JTBD was used to improve customer outcomes on a gamification platform.