How do you innovate when AI is making your customers' traditional "jobs" easier, faster, and more predictable?
Jobs-to-Be-Done (JTBD) has long been a powerful framework for identifying underlying customer needs and uncovering opportunities for innovation and experience. JTBD is designed to be tool-agnostic – jobs exist independently of the tools people use to get them done. But AI is changing what customers struggle with and what they expect.
As AI makes many customer “jobs” easier, faster, and more predictable, organizations face a new challenge: distinguishing between needs that are truly underserved and those customers already consider solved. The opportunities haven't disappeared; they've moved.
Join Phase 5's partner Steve Hansen for an engaging discussion on how AI is reshaping customer needs, expectations, and priorities. Discover what these changes mean for market research, innovation, product development, and CX/UX strategy, and learn how to identify the next generation of customer opportunities before your competitors do.
Steve Hansen is a Partner at Phase 5. Based in Minneapolis, MN, he leads the firm's Innovation and New Product Development practice. Steve enjoys taking a “Zen mind, beginner’s mind” approach to innovation, especially when it has the potential to disrupt a market ecosystem. His professional background includes: Lecturer in Innovation in the Peking University Guanghua MBA program, Director of Research at Thomson Reuters, and technology product management roles. Steve is regularly invited to speak at industry events on customer-centricity. He holds an MBA from University of Minnesota, MA English Language / Linguistics from University of Arizona, and a BA Mathematics from Pomona College.
