Applying the Jobs to Be Done Framework—with Dave Duncan, Author, Advisor and Speaker on Strategy and Innovation

The concept of Jobs to be Done (JTBD) was central to Clayton Christensen’s disruptive innovation theory. The proper application of this concept has led to numerous disruptive breakthroughs. It helps innovators avoid being surprised by substitute attackers, better understand why users actually use their innovations, and reach clarity on what business they are really in. The JTBD concept has clarified numerous disruptive opportunities and helped innovators disrupt their markets. However, many people misunderstand what JTBD means and how to apply it.

In this Roundtable, we will get to directly engage with one of Christensen’s longest collaborators, Dave Duncan, who co-authored books and research with Christensen and was central to the launching and growth of Innosight. He has launched hundreds of consulting products, applying JTBD across a wide range of industries. David will personally lead us through how to apply JTBD to our innovation and strategy efforts. Drawing from insights from his book, The Secret Lives of Customers, Dave will share with us a language, method, and mindset to capture this understanding.