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New Presentation Available: Better Product Roadmaps - a JTBD Case Study

The October 26, 2023 presentation, "Better Product Roadmaps: a Jobs To Be Done Case Study" is now available for Phase 5 clients and subscribers to download. This presentation was delivered at a Product Development and Management Association (PDMA) webcast featuring Phase 5 Partner Steve Hansen, Head of Phase 5 US Operations and Head of Data Analytics.

During the webinar, Steve delved into the paradigm-shifting world of "jobs to be done" (JTBD), providing guidance on how to move from identifying customer jobs to developing tangible products that will accomplish those jobs. Steve addressed questions such as:

  • Why "jobs" instead of "needs"?
  • How do we travel from "jobs" to products we can launch?
  • What are the key elements of a successful activation?

In addition to sharing how product developers and innovators can apply JTBD within their own departments, Steve further explained how these leaders can bring their JTBD findings to life, and garner support for their projects across the organization. He explained how to move from insights to action, shedding light on some of the strategies and techniques that drive successful innovation. Some key takeaways from this webcast included:

  • How JTBD fits within voice of customer ("VOC”) for innovation
  • Why use JTBD for mid-range and long-term roadmaps
  • How to do JTBD with organizational effectiveness

This presentation is one that you'll want to review now, whether you are mid product development cycle, or just beginning to identify a gap or opportunity without a solution. Download the complete presentation today to learn more. Alternatively, watch the complete video recording here.

And be sure to check out some of Steve's earlier presentations and articles:

Please contact us directly to further discuss the JTBD approach, and how we can help your organization on its journey to customer-centricity. 

Written by Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s Chief Marketing Officer. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. He has more than 25 years’ experience in Market Research and Customer Loyalty and Experience. A past Board Director of the Insights Association, he has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).