How can we create products that bring real value to users? Why do users choose one product over another? How do some products manage to disrupt and innovate while others stay stagnate? The answer lies in the ‘job’ a user is hiring a product to do.

This is a practical guide for individuals looking to apply the Jobs-to-be-Done Theory. It’s suitable for anyone responsible for researching and facilitating product development. From designers in large established business to entrepreneurs starting out. The information is valuable for people creating software products, services or physical items. We recommended some knowledge of Jobs-a-be-Done Theory and interview techniques before starting.

This course includes step-by-step lessons. It covers the fundamentals of Jobs-to-be-Done research and advanced detail on how to unlock your findings to drive innovation.