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Understanding Customers Using Jobs To Be Done with David Duncan

If you’re looking to discover customer insights that lead to breakthrough innovations, winning products, and new directions for growth, the Jobs To Be Done methodology (JTBD) could be the perfect solution for you. JTBD offers a fresh way to understand what your customers really want—and it can be applied to projects at every level of your organization.

In this course, author and JTBD expert David Duncan offers practical tips on how to uncover opportunities to better serve your customers, from one-on-one interviews and customer-first mindsets to tools for rewriting your overall business strategy. Along the way, David talks with LinkedIn chief product officer, Tomer Cohen, who shares lessons learned from the implementation of JTBD at LinkedIn, highlighting its transformative impacts across the organization. By the end of this course, you’ll be ready to use JTBD as your new organizational compass, apply it to complex business challenges, and drive long-term success.

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