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🕹 The War of JTBD Methods

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The JTBD Market Definition Canvas
We’ve got a new addition to the database.
I’m not huge on canvases, but I’ll be trying out this one over the next few weeks.
If you didn’t know, JTBD theory splits into 2 schools. One of them is led by Tony Ulwick, who proposes a different approach to JTBD analysis than the other school, led by, roughly, Bob Moesta & Clayton Christensen.
If you’re more familiar with the latter, that’s fine (I prefer their methods too, and so does Intercom & Basecamp), however we can’t disregard the awesome ideas of the Ulwick school (their methods are usually referenced as “ODI”, Outcome-Driven Innovation).
This article by Ulwick himself dives into the why before it goes into the how. In there, you’ll find the PDF for the canvas:
The JTBD Market Definition Canvas
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