JTBD
Why JTBD Fails: Common Mistakes and How to Avoid Them
“We Tried JTBD. It Didn’t Work.” I have heard this sentence, or a version of it, at least a dozen times in the …
Read →JTBD vs. User Stories: When to Use Which
A False Competition That Is Costing Product Teams Time Every few years, the product management community invents a new thing that …
Read →The Job Map: Mapping What Customers Are Trying to Accomplish
The Mistake Everyone Makes Before Building a Job Map When product teams discover Jobs to Be Done, they typically start in the same …
Read →From Opportunity Scores to Product Roadmap Priorities
The Prioritization Problem That Data Was Supposed to Solve Every product manager I have worked with has experienced the same …
Read →Why 86% of ODI-Guided Products Succeed (And What That Means for You)
A Statistic You Should Question — and Then Take Seriously 86%. That is the product success rate that Tony Ulwick and die …
Read →Quantitative Research in Innovation: Why Gut Feeling Is Not Enough
The Research That Convinced Nobody A senior product manager at a €400M industrial equipment manufacturer spent four months on …
Read →The Product Leader's Guide to Customer-Centric Decision Making
The Gap Between Believing in Customers and Deciding Based on Them Almost every product organization claims to be customer-centric. …
Read →Agile Product Development with a Focus on Customer Outcomes
Agile Without Outcomes Is Just Fast Wrong The promise of agile product development was compelling: shorter cycles, faster …
Read →The ODI Market Definition: Why Getting the Market Right Changes Everything
The Question That Reframes Everything “What market are you in?” It sounds like a trivial question. Every executive has …
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