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345: How to use Jobs-to-be-Done to be a market detective – with Dave Duncan, PhD

Product Mastery Now for Product Managers, Leaders, and Innovators

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Teaching Through Story

The book is primarily a fictional story. It's written as a detective or mystery story, playing on the parallel i've always seen between doing customer research and detective work. There's clues along the way and kind of a surprise denoument at the hint. And by laying it out in a fictional story, i could depict what it feels like when you're really doing it,. You can kind of observe the characters as they do that, and then observe the characters reflecting on what they've done to make it more realistic. I was trying to teach through narrative, correct.

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