Further Readings and Sources

Top Book Recommendations of further readings on JTBD

Books

• Klement, Alan. When Coffee and Kale Compete: Become Great at Making Products People Will Buy. 1st ed., CreateSpace Independent Publishing Platform, 2018. ISBN-13: 978-1980611600. Available on Amazon.

• Kalbach, Jim. The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs. 1st ed., Two Waves Books, 2020. ISBN-13: 978-1933820682. Available on Amazon.

• Ulwick, Anthony W. Jobs to be Done: Theory to Practice. CreateSpace Independent Publishing Platform, 2016. ISBN-13: 978-0990576740. Available on Amazon.

• Wunker, Stephen. Jobs to Be Done. 1st ed., IdeaPress Publishing, 2023. ISBN-13: 978-1646871087. Available on Amazon

• Christensen, Clayton M., Dillon, Karen, Hall, Taddy, & Duncan, David S. Competing Against Luck: The Story of Innovation and Customer Choice. Illustrated ed., Harper Business, 2016. ISBN-13: 978-0062435613. Available on Amazon.

• Spiek, Chris, & Moesta, Bob. The Jobs-to-be-Done Handbook: Practical Techniques for Improving Your Application of Jobs-to-be-Done. 1st ed., Re-Wired Group, 2014. ISBN-13: 978-1493683187. Available on Amazon.

Full Reference List

Chapter 1 Sources

[1] Drucker, P. F. (2006). The Practice of Management. Harper Business. ISBN: 978-0060878979. Available on Amazon.

[2] Levitt, T. (1960). Marketing Myopia. Harvard Business Review, 38(4), 45-56.

[3] Levitt, T. (2004). Marketing Myopia. Harvard Business Review (reprint). Available at: https://hbr.org/2004/07/marketing-myopia

[4] Ulwick, T. (n.d.). The Birth of Predictable Innovation. Strategyn.com. Available at: https://strategyn.com/jobs-to-be-done/history-of-jtbd/

[5] Ulwick, A. W. (2002). Turn Customer Input into Innovation. Harvard Business Review, 80(1), 91-97. Available at: https://hbr.org/2002/01/turn-customer-input-into-innovation

[6] Christensen, C. M., & Raynor, M. E. (2013). The Innovator's Solution: Creating and Sustaining Successful Growth. Harvard Business Review Press. ISBN: 978-1422196571.

[7] Christensen, C. M., Anthony, S. D., Berstell, G., & Nitterhouse, D. (2007). Finding the Right Job For Your Product. MIT Sloan Management Review, 48(3), 38-47. Available at: https://sloanreview.mit.edu/article/finding-the-right-job-for-your-product/

[8] Bettencourt, L. A., & Ulwick, A. W. (2008). The Customer-Centered Innovation Map. Harvard Business Review, 86(5), 109-114. Available at: https://hbr.org/2008/05/the-customer-centered-innovation-map

[9] Moesta, B. (n.d.). What Is the Jobs To Be Done Framework? The Re-Wired Group. Available at: https://therewiredgroup.com/learn/complete-guide-jobs-to-be-done/

[10] Christensen, C. M., Dillon, K., Hall, T., & Duncan, D. S. (2016). Competing Against Luck: The Story of Innovation and Customer Choice. Harper Business. ISBN: 978-0062435613.

[11] Moesta, B., & Traynor, D. (2016). Bob Moesta on Jobs-to-be-Done. Intercom Podcast. Available at: https://www.intercom.com/blog/podcasts/bob-moesta-on-jobs-to-be-done/

[12] Maurya, A. (n.d.). The Backstory Behind Customer Forces Stories. LeanStack Blog. Available at: https://blog.leanstack.com/the-backstory-behind-customer-forces-stories/

[17] Maurya, A. (2019). What Is a Job-To-Be-Done (JTBD)? Medium/LeanStack. Available at: https://medium.com/lean-stack/what-is-a-job-to-be-done-jtbd-21304ce7441b

[18] Jain, R. (2021). Martech's Magicians: How Marketers Turn Technology to the Service of Consumers. Available on Amazon.

[19] Klement, A. (2018). When Coffee and Kale Compete: Become Great at Making Products People Will Buy. CreateSpace Independent Publishing Platform. ISBN: 978-1534873063. Available on Amazon.

[20] Klement, A. (2018). Know the Two — Very — Different Interpretations of Jobs to Be Done. JTBD.info. Available at: https://jtbd.info/know-the-two-very-different-interpretations-of-jobs-to-be-done-5a18b748bd89

Chapter 2 Sources

[21] Strategyn. (2019). Innovation Track Record Study. Strategyn.com. Available at: https://strategyn.com/

Chapter 3 Sources

[22] Moonshots. (n.d.). Travis Kalanick – Episode 2. Moonshots Podcast. Available at: https://www.moonshots.io/episode-02-travis-kalanick

[23] TechGoondu. (2015, September 17). Uber: We want transportation to be as reliable as running water. TechGoondu. Available at: https://www.techgoondu.com/2015/09/17/uber-we-want-transportation-be-as-reliable-as-running-water/

[24] Airbnb. (2014, July 16). Airbnb announces complete rebranding with a "symbol of belonging". Airbnb Newsroom. Available at: https://news.airbnb.com/airbnb-announces-complete-rebranding-with-a-symbol-of-belonging/

[25] Chen, A. (2021). The Cold Start Problem: How to Start and Scale Network Effects. Harper Business. ISBN: 978-0062969743. Available on Amazon. See also: de Vroome, T. (2023). Book Summary: The Cold Start Problem. Medium. Available at: https://tdevroome.medium.com/book-summary-the-cold-start-problem-2306afb9bc9d

Chapter 4 Sources

[26] Kalbach, J. (2020). The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs. Two Waves Books. ISBN: 978-1933820682. Available on Amazon.

[27] Bezos, J. (2022). Jeff Bezos: Amazon and Blue Origin. Lex Fridman Podcast #405. Available at: https://www.youtube.com/watch?v=DcWqzZ3I2cY

[28] Ulwick, A. W. (2016). Jobs to Be Done: Theory to Practice. CreateSpace Independent Publishing Platform. ISBN: 978-0990576747. Available on Amazon.

[29] Hair, J. F. Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson. ISBN: 978-0138132637.

Chapter 5 Sources

[28] Ulwick, A. W. (2016). Jobs to Be Done: Theory to Practice. (See Chapter 4 Sources)

[30] Ulwick, T. (2017). Mapping the Job-to-be-Done. Jobs-to-be-Done.com, 12 Jan. 2017. Available at: https://jobs-to-be-done.com/mapping-the-job-to-be-done-45336427b3bc

Chapter 6 Sources

[28] Ulwick, A. W. (2016). Jobs to Be Done: Theory to Practice. (See Chapter 4 Sources)

[31] Ulwick, T. (2017). Defining Customer Needs: The Root of the Problem. AnthonyUlwick.com, 7 Jan. 2017. Available at: https://anthonyulwick.com/2017/01/07/defining-customer-needs-root-problem/

Chapter 7 Sources

[11] Traynor, D. (2015). Strategyn's Tony Ulwick on Jobs-to-be-Done. Intercom Podcast, 10 Dec. 2015. Available at: https://www.intercom.com/blog/podcasts/podcast-tony-ulwick-on-jobs-to-be-done/

[32] Sauro, J. (2018). Are Top Box Scores a Better Predictor of Behavior? MeasuringU.com, 2 May 2018. Available at: https://measuringu.com/top-box-behavior/

[33] Sauro, J., & Lewis, J. R. (2024). Top Box, Top-Two Box, Bottom Box, or Net Box? MeasuringU.com, 4 June 2024. Available at: https://measuringu.com/top-top-two-bottom-net-box/

Chapter 8 Sources

[34] Sawtooth Software. (n.d.). Creating a MaxDiff. SawtoothSoftware.com. Available at: https://sawtoothsoftware.com/help/discover/survey-elements/maxdiff/creating-a-maxdiff

[35] Qualtrics. (n.d.). MaxDiff Analysis Technical Overview. Qualtrics.com. Available at: https://www.qualtrics.com/support/conjoint-project/getting-started-conjoints/getting-started-maxdiff/maxdiff-analysis-white-paper/

[36] Chapman, C. (2024). Individual Scores in Choice Models, Part 1: Data & Averages. QuantUXBlog.com, 23 Oct. 2024. Available at: https://quantuxblog.com/individual-scores-in-choice-models-part-1-data-averages

[37] Sawtooth Software. (n.d.). What Is MaxDiff? SawtoothSoftware.com. Available at: https://sawtoothsoftware.com/resources/blog/what-is-maxdiff

[38] Guinn, A. (n.d.). Stated vs. Derived Importance. SawtoothSoftware.com. Available at: https://sawtoothsoftware.com/resources/blog/stated-vs-derived-importance

[39] Sawtooth Software. (n.d.). Sample Size Calculator. SawtoothSoftware.com. Available at: https://sawtoothsoftware.com/resources/sample-size-calculator

Chapter 9 Sources

[13] Wedel, M., & Kamakura, W. A. (2000). Market Segmentation: Conceptual and Methodological Foundations. Kluwer Academic Publishers.

[14] Jain, A. K. (2010). Data Clustering: 50 Years Beyond K-Means. Pattern Recognition Letters, 31(8), 651-666.

[15] Dolnicar, S., Grün, B., & Leisch, F. (2018). Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful. Springer.

[16] Chrzan, K., & Orme, B. (2019). Applied MaxDiff: A Practitioner's Guide to Best-Worst Scaling. Sawtooth Software.

[36] Chapman, C. (2024). Individual Scores in Choice Models, Part 1: Data & Averages. (See Chapter 8 Sources)

[40] Ulwick, T. (2017). Market Segmentation Through a Jobs-to-be-Done Lens. Jobs-to-be-Done.com, 18 Nov. 2017. Available at: https://jobs-to-be-done.com/market-segmentation-through-a-jobs-to-be-done-lens-5ef9242de65

[41] Chapman, C., & Feit, E. M. (2019). R for Marketing Research and Analytics (2nd ed.). Springer. ISBN: 978-3030143152. Available on Amazon.

Chapter 10 Sources

[42] Ulwick, T. (2017). The Jobs-to-be-Done Growth Strategy Matrix. Jobs-to-be-Done.com, 6 Jan. 2017. Available at: https://jobs-to-be-done.com/the-jobs-to-be-done-growth-strategy-matrix-426e3d5ff86e

[43] Ulwick, T. (n.d.). The Job-to-Be-Done Growth Strategy Framework. Strategyn.com. Available at: https://strategyn.com/5-business-growth-strategies-jobs-to-be-done/

Chapter 11 Sources

[44] Cohn, M. (2004). User Stories Applied: For Agile Software Development. Addison-Wesley Professional. ISBN: 978-0321205681. Available on Amazon.

[45] Patton, J. (2014). User Story Mapping: Discover the Whole Story, Build the Right Product. O'Reilly Media. ISBN: 978-1491904909. Available on Amazon.

[46] Schwaber, K., & Sutherland, J. (2020). The Scrum Guide. Scrum.org. Available at: https://scrumguides.org/