Jobs to Be Done for a More Human-Centric Organization

​Jobs to Be Done for a More Human-Centric Organization
with Jim Kalbach, Chief Evangelist at Mural and author.

What if your organization could see every product, service, or process through the eyes of your customers?

​Join us for an engaging session with Jim Kalbach, author of The Jobs to Be Done Playbook and Mapping Experiences, as he introduces a practical framework to uncover real customer motivations and align your teams around them.

​In this session, you’ll learn:

• ​The theory behind Jobs to Be Done (JTBD) and how it reframes value creation

• ​How to identify what customers are truly “hiring” your product or service to do

• ​The key elements and process steps for applying JTBD in your work

• ​How JTBD fosters a shared language that helps entire organizations become more customer-centric

​Whether you’re in product, design, research, or strategy, this session will expand how you think about customer needs, and how to meet them.

​Meet the speaker:
Jim Kalbach is a noted author, speaker, and instructor in innovation, design, and the future of work. He is currently Chief Evangelist at Mural, the leading online whiteboard.

​Jim is the author of several books: Designing Web Navigation (O’Reilly, 2007), Mapping Experiences, 2nd Ed. (O’Reilly, 2020), and The Jobs To Be Done Playbook (Rosenfeld, 2020). In 2023 he co-authored Collaborative Intelligence (Wiley, 2023) with Mariano Battan. Jim is also the Co-founder and Principal at the JTBD Toolkit, an online resource with learning, trainings, and content.