JTBD

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.

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