"Jobs To Be Done is key to building successful products, and this book masterfully gives a step?by?step guide on how to put it into practice."

?Melissa Perri, author of Escaping the Build Trap

These days, consumers have real power: they can research companies, compare ratings, and find alternatives with a simple tap. Focusing on customer needs isn't a nice?to?have, it's a strategic imperative.

The Jobs To Be Done Playbook (JTBD) helps organizations turn market insight into action. This book shows you techniques to make offerings people want, as well as make people want your offering.

Jim Kalbach is a noted author, speaker, and instructor in user experience design, information architecture, and strategy. He is currently Head of Customer Experience at MURAL, the leading online whiteboard. Jim has worked with large companies, such as eBay, Audi, Sony, Elsevier Science, LexisNexis, and Citrix. In 2007, Jim published his first full-length book, Designing Web Navigation (O'Reilly, 2007). His second book, Mapping Experiences (O'Reilly, 2016), focuses on the role of visualizations in strategy and innovation. He blogs at experiencinginformation.com and tweets under @jimkalbach.

These days, consumers have real power: they can research companies, compare ratings, and find alternatives with a simple tap. Focusing on customer needs isn't a nice-to-have, it's a strategic imperative. The Jobs To Be Done Playbook (JTBD) helps organizations turn market insight into action. This book shows you techniques to make offerings people want, as well as make people want your offering.

• Introduction
• Chapter 1: Understanding Jobs to Be Done
• Chapter 2: Core Concepts of JTBD
• Chapter 3: Discovering Value
• Chapter 4: Defining Value
• Chapter 5: Designing Value
• Chapter 6: Delivering Value
• Chapter 7: (Re)Developing Value
• Chapter 8: JTBD in Action
• Appendix A: Quick Reference: JTBD Plays
• Appendix B: Resources on JTBD
• Final Thoughts