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206. The Jobs-to-be-Done Theory with Tony Ulwick (Part 2)
The Greg McKeown Podcast
How to Avoid Being Misunderstood
The third step then is to really get at this granular set of needs statements. And so for every step that you've uncovered in the job map, you would then ask people at the next level, what are you trying to achieve and what are you wanting to avoid? "What I'm trying to achieve is to figure out what situations I find myself in that this misunderstanding occurs," he says.
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