Supported by Greenhaven Road Capital, finding value off the beaten path.

The most influential idea of the year, partly because it was new and I was starting from scratch, was the idea of jobs-to-be-done.

For a long time, I’d circled this idea. It was like being in a crowd of people, thinking you saw someone you knew, but unsure of the name. Maybe you knew it once. It was familiar. That was me.

I’d met JTBD in a Clayton Christensen book. But not until diving into the work of Bob Moesta, Ryan Singer, and Alan Klemet did I see the name, learn the etymology, and become fluent. Here’s a podcast on what I learned. Here’s a Kindle ebook. Here’s a pdf (JTBD). Here’s a tweet:

A warning. Once you see ‘jobs’ you can’t unsee them.

19 thoughts on “JTBD”

  1. […] For acceleration, we want to create fewer hurdles for an agent. If not possible, we want homogenous hurdles. Smartphones did this for ride sharing: the who (payments), where (location), and when (on-demand) were all integrated into an app. Another way to consolidate hurdles is find the JTBD. […]


  2. […] This is good news. Rather than “learn to code” we should focus on “learn to solve problems”. Many of those problems will require tools. Some of those tools will be code. It is these kinds of problems: needs repeating, needs scaling, fits-with-existing-modules where code will be the tool for the job. Sometimes that code will be deep in the nesting dolls. Sometimes that code will be a simple spreadsheet cell. How many layers of UI depends on the problem to solve, the job to be done. […]


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.