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Special: Stopping the confusion of Jobs to be Done (JTBD)- with Tony Ulwick

Product Mastery Now for Product Managers, Leaders, and Innovators

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How Do You Qualify That Many Needs?

To quantify that many needs, it's not a small feat. And I'm curious how you actually go through that. If I have a hundred possible needs that I want to rank an order of importance, the absolute way to do that would be to use pairwise comparison. The actual trade-offs come in solution space much later on. Our general rule is we don't make trade-offs in need space or problem space. We're going to maketrade-offs in solution space.

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