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In this week’s episode of the Product Agility Podcast, Ben is joined by Jim Kalbach, an expert in design, innovation, and the Jobs to Be Done (JTBD) framework. Together, they tackle one of the biggest blind spots in product development—our over-reliance on user stories and how shifting our focus to customer jobs can unlock real value.

This episode also marks the start of Season 3, and we’re excited to continue bringing you insightful conversations that bridge the gap between agility and product!

Are We Asking the Wrong Questions?

For years, product teams have structured their work around user stories, assuming that if we document needs well enough, success will follow. But what if user stories are only capturing symptoms, not the root of what customers truly need? In this episode, Ben and Jim explore:

Why the traditional user story approach often fails to predict what customers really want.
How Jobs to Be Done flips the script—shifting focus from product features to customer outcomes.
The dangers of making product decisions based on assumptions rather than real human behavior.
How to integrate JTBD thinking into your product discovery process.

Practical Takeaways:

Start with the job, not the product. Instead of asking what customers need from your product, ask: What are they trying to get done?
Identify hidden competition. Your product isn’t just competing with direct alternatives—it’s competing with workarounds, habits, and even inaction.
Test assumptions early. Don’t assume you know what customers want—validate their unmet needs through interviews and observation.
Use job stories as a tool. A JTBD job story helps teams focus on the real-world progress customers seek, rather than getting lost in feature requests.

🔥 What’s your take? Are user stories holding your team back? Have you tried Jobs to Be Done in your product work?

Jim’s LinkedIn: https://www.linkedin.com/in/jkalbach/
Jim's book, Jobs to Be Done: https://www.amazon.co.uk/Jobs-Be-Done-Playbook-Organization/dp/1933820683
Ben’s LinkedIn: https://www.linkedin.com/in/benmaynard-sheev/

Host Bio

Ben is a seasoned expert in product agility coaching, unleashing the potential of people and products. With over a decade of experience, his focus now is product-led growth & agility in organisations of all sizes.

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Ben Maynard

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Product Agility Podcast

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