How JTBD helps strategies

Using JTBD will help you use goals appropriately as part of a strategy rather than in its place

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Using fear in brand development

There are certain things that never change and motivators tend to fall into two categories desires/wants or fear/anxiety.  Both are shown in the diagram above in terms of changing behaviour. Desires and wants are the background to Outcome Driven Innovation and therefore Jobs to be Done generally. Tony Ulwick is quite categorical that the focus... Continue Reading →

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