Jobs to Be Done Mindmap


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I have a section in my office that I call the dirty book shelf. It is where books reside that have been marked up, highlighted, dog-eared and pretty much defaced. Most of them by now have a mind map that I have created. It was not till several months ago that I actually finally created a mind map of the Jobs to Be Done process. It is from one of my favorite books that resides on that shelf, What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services  by Anthony Ulwick, CEO of Strategyn, INC.

In the Jobs to Be Done space, I assume from my research that Anthony is the originator of the thought, but Clayton Christensen has helped popularized the concept. On this theory though, I am staying with Ulwick’s work and have used it numerous times. It works! Below is my rendition of it.

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Tony Ulwick says, “”Success in innovation doesn’t come from understanding the customer. It comes from a deep understanding of the job the customer is trying to get done.”

Republished with author's permission from original post.

Joseph Dager
Business901 is a firm specializing in bringing the continuous improvement process to the sales and marketing arena. He has authored the books the Lean Marketing House, Marketing with A3 and Marketing with PDCA. The Business901 Blog and Podcast includes many leading edge thinkers and has been featured numerous times for its contributions to the Bloomberg's Business Week Exchange.


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