Jobs to be Done (JTBD) is a model for explaining why customers make the choices they do that has powerful applications in creating more customer-centric products, experiences, strategies, and organizations. Innosight has over 20 years’ experience helping companies apply JTBD to a wide variety of business problems and build it as a core component of their strategy and innovation capabilities.What Do You Want To Do?
Get JTBD training for you and
your teams.
Explore our JTBD Masterclasses and Custom Training Programs designed to ground participants in JTBD thinking, create space to discuss and understand key concepts, and help participants apply concepts in the context of their organizations’ business challenges.
Drive product development, marketing, and innovation with deep customer insights.
We work with marketing, research, product, and innovation teams to apply JTBD to discover fresh insights on what customers truly value and use these insights to strengthen existing products, create new ones, and drive strategic investment decisions.
Put customers at the center of strategy development.
We work with leading organizations to identify and make customer-centric-where to play-and-how to win-choices. Our collaborative approach helps companies find the right strategic opportunity areas that are aligned with their customers’ priority jobs, organization’s unique assets and capabilities, and view of the future.
Build a more customer-centric
organization.
JTBD can play a foundational role in building a culture of customer obsession. We partner with organizations to embed JTBD as a capability through a mix of training, pilot projects, coaching, process design, and change management, always customized to the organization’s unique business context and goals.
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Impact Stories
LinkedIn: Preparing for the Future of Work
Innosight helped the world’s largest professional and career platform apply jobs to be done to support new growth strategies, find opportunities based on evolving customer needs, and build a shared understanding of member value. Read about LinkedIn’s experience.
Global Pharmaceutical Brand: Differentiating Healthcare Solutions Using Jobs to be Done
We partnered with a global pharma company to guide the solution development for two leading therapies using jobs-to-be-done insights from healthcare providers and patients. We also designed and delivered an organization-wide digital training program to build the necessary skills and capabilities to create differentiated and customer-centric solutions.
Live-Streaming Platform: Leveling up Customer Insights
We created a jobs-to-be-done training and piloting program at a global live-streaming company to strengthen customer insights capabilities.
Our Experts
Featured Books
The Secret Lives of Customers
“A fresh approach to understanding what customers really want, told through an entertaining detective story. This is essential reading for anyone looking to understand their customers, today and in the future.”
– Karen S. Lynch, President and CEO, CVS Health
Competing Against Luck: The Story of Innovation and Customer Choice
“This game-changing book is filled with compelling real world examples, including from inside Intuit. Jobs Theory has had — and will continue to have — a profound influence on Intuit’s approach to innovation.”
– Scott Cook, Co-founder of Intuit
