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Podcast: Product Mastery Now for Product Managers, Leaders, and Innovators
Episode: Special: Stopping the confusion of Jobs to be Done (JTBD)- with Tony Ulwick
Description:
Misconceptions about Jobs to be Done – for product managers
Today we are talking about a popular and often misunderstood product management tool—Jobs to be Done (JTBD). Joining us is the originator of Jobs to be Done, Tony Ulwick. I first discovered Tony through his book What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services. It was published while I was working on my PhD in Innovation and resonated with my research on why products fail. It is the innovation book I have most often gifted to others. He is also the auth...