Ultimate JTBD Playbook | Jim Kalbach

In this conversation, Jim Kalbach - Chief Evangelist at Mural, author of The Jobs to be Done Playbook, and one of the world's leading practitioners of Jobs to be Done shares what it really takes to shift from product-centric thinking to genuine customer-centricity. With nearly two decades of experience in design and innovation, Jim unpacks why understanding the customer's job - independent of any solution, technology, or brand - is the single most reliable route to finding meaningfully unique value in the market. Takeaways - What Jobs to be Done actually is and the mindset flip that makes it work - Why the functional job must anchor your analysis before emotions ever enter the picture - How to use AI as a research springboard — and why the 5% it misses is often where the gold is - The six-stage core process: from scoping your focus job to activating insight across your team - How StepStone embedded Jobs to be Done across a 400-person product organisation and started finding value competitors hadn't touched - The biggest mistake companies make - One small thing anyone can do tomorrow to bring the customer back to the table If you enjoyed this episode, please like and subscribe, share it with your friends, and leave a review. I read every single one. Follow Jim Kalbach: https://www.linkedin.com/in/kalbach/ Jobs to be Done Toolkit: https://www.jtbdtoolkit.com Get the Book: The Jobs to be Done Playbook - https://www.amazon.com/Jobs-Be-Done-Playbook-Organization/dp/1933820683/ref=sr_1_1?crid=2RN5GFUJNY27C&dib=eyJ2IjoiMSJ9.QusDIy22BCqZFwmPq1HdhN6xoBsWWDd3z0Pgt43W1gcikCCLwoDVMfJfl4lh-1C7tYz5kKQXV7zF7fjrA9GtJ8cjjglYyJz2ryjv_6_0Y55MzYRnVL0P7d6OKlQJ_K0vyy85m8mkOPX6TQ1VmJw1JQ.oNT_HbUhdeUwmio1cONsxV6DGMX7oi9bAn42CAyczTM&dib_tag=se&keywords=jim+kalbach&qid=1777160008&sprefix=jim+kalbac%2Caps%2C368&sr=8-1 Follow Vaughan: LinkedIn: https://www.linkedin.com/in/vaughanbroderick/ X: https://x.com/theVBroderick Website: https://vaughanbroderick.com Get Innovation in Action Book: https://innovationinactionbook.com/ #jobstobedone #innovation #customercentricity #productmanagement #designthinking #ux #strategy #startups #businessgrowth #innovation #JTBD