Jobs To Be Done Framework - Make Us Proud - Medium
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The concept of Jobs To Be Done (JTBD) was popularised by Harvard Business Professor, Clayton Christensen (same dude behind The Innovator's Dilemma) et al in a 2007 MIT Sloan Management Review Article. In a follow up article in 2016 JTBD is summarised as follows: "Knowing more and more about customers - is taking firms in the wrong direction.

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