Jobs to Be Done: Theory to Practice
by Anthony W. Ulwick
Ulwick's outcome-driven innovation: define the job, map it, find underserved outcomes, target them. The rigorous, quantitative version of jobs theory.
Read it if…
you want jobs-to-be-done as a repeatable method.
See the book →
Skip it if…
you want the narrative version; see Competing Against Luck.
Try instead: When Coffee and Kale Compete →
Three things you will actually use
- Customers hire products for jobs.
- Measure desired outcomes.
- Target underserved outcomes.
Do this first
Map one customer job step by step.
Our verdict
Jobs theory, quantified.
See the book →
Compare with other Entrepreneurship books
When Coffee and Kale Compete
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