Innosight - Jobs to be Done

Impact Stories

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How Twitter Applied the “Jobs to Be Done” Approach to Strategy

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Know Your Customers’ “Jobs to Be Done”

Our Experts

David S. Duncan is focused on helping leaders to develop customer-centric teams, strategies, and organizations. He has advised and written extensively on how organizations can build systematic capabilities for innovation and is a leading authority on the theory and application of Jobs to Be Done.

David Duncan

Explore at LinkedIn Learning

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Building Customer-Centric B2B Companies Using Jobs to Be Done

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The Core of Customer Centricity

When LinkedIn Learning wanted to launch its first jobs-to-be-done course, it turned to Innosight’s David Duncan to design and deliver the program. “Understanding Customers Using Jobs to Be Done” is a fast-paced introduction to JTBD, offering practical tips on how to uncover opportunities to better serve your customers, from one-on-one interviews and customer-first mindsets to tools for rewriting your overall business strategy.

New: LinkedIn Learning Course

“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.”

Competing Against Luck: The Story of Innovation and Customer Choice

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Utsav Bhatt is enthusiastic about helping clients navigate disruptive change and reinvent themselves. He has helped clients identify new growth opportunities, transform existing business models, and drive a customer-centric culture. Utsav is a seasoned faculty on jobs to be done and Innovation training programs.

Utsav Bhatt

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Pontus Sirén has helped clients across Europe and Asia address the challenges of innovation and new growth. He has worked extensively on innovation growth strategies and capabilities, and regularly advises senior managers on topics including Jobs to Be Done.

Pontus Sirén

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.

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.

Drive product development, marketing, and innovation with deep customer insights.

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.

Build a more customer- centric organization.

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.

Get JTBD training for you and your teams.

Automotive Company: Developing a go-to-market strategy for electric vehicles

We collaborated with an APAC region’s leading commercial vehicle company to generate jobs-to-be- done insights and create a go-to-market strategy for a next-generation electric vehicle.

Bayer: Digitizing the pest control industry

We teamed up with the global pharma and biotech giant to create a reliable way to design, de-risk, and launch customer-centric business models, including a new digital platform for the pest industry.

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.

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.

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.

We wanted insight from some of the pioneers in the field and partnered with David Duncan and Innosight.”

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– Craig Mackintosh, LinkedIn.

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What we learned from Innosight is a way of working with our customers to expand our market opportunity and to change faster than we ever have.

– Dr. Jacqueline Applegate, President of Environmental Science, Bayer.

Additional Insights

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A job to be done is the progress a customer wants to make in a particular circumstance

What Is Jobs to Be Done?

People don’t buy products and services; they “hire” them to get jobs done in their lives

Jobs explain why people embrace some innovations and reject others

Jobs provide a blueprint for innovation, strategy, and day-to-day decision-making

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.

Put customers at the center of strategy development.

Featured Books

— Scott Cook, Co-founder of Intuit

— Karen S. Lynch, President and CEO, CVS Health

“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.”

The Secret Lives of Customers

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Senior Partner, Boston

PARTner, Switzerland

Associate Partner, Singapore

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Erika serves clients across industries with a focus on industrial, healthcare, and consumer goods, while helping to build new growth businesses for the firm such as Innosight Connect. She has worked extensively with senior-level executives on aspects of transformation strategy and innovation.

Associate Partner, Boston

Erika Johnson Meldrim

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