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Phase 5's Steve Hansen to Present at PDMA Webcast

The Product Development & Management Association (PDMA) will feature Phase 5 partner Steve Hansen in its June 2, 2022 webcast, Combining Jobs-To-Be-Done and Journey Mapping: An Innovative Approach to Innovation. This space-limited session will provide Innovation and Product Development & Management professionals with practical knowledge and know-how on how to apply and leverage the JTBD framework together with Customer Journey Mapping techniques to succeed in a customer centric way.

Steve has been applying the JTBD framework to business challenges for over a decade. See his 2016 review of Clayton Christensen's book on JTBD, Competing Against Luck, for a sampler of his thinking. 

The JTBD perspective is one that encourages product designers and developers to simultaneously consider a broad spectrum of requirements, from the most "narrowly defined" technical specifications, to the more timeless aspect of the rational / emotional need(s) being met by the product or service. When done successfully, innovation will break through consumers' "inertia" because of the strong appeal of the solution offered, both in terms of "ease of switching" (or adopting), and in terms of the ultimate benefit.

In the current environment, pandemic-driven protocols have managed to overcome consumer inertia for many things, including switching to contactless/digital/online everything. However, the products and services that survive in the long term will be the ones that hit the mark across the entire customer journey from design to delivery.

Don't miss this opportunity to hear Steve share his latest thoughts on how to apply the JTBD framework in combination with Customer Journey Mapping in today's world. Register now!

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).