The Greg McKeown Podcast

204. The Jobs-to-be-Done Theory with Tony Ulwick (Part 1)

Jun 15, 2023

Tony Ulwick, a pioneer of the Jobs-to-be-Done theory, dives into the mysteries of product failures and business flops. He shares lessons learned from the IBM PC Junior, showcasing the crucial need for aligning products with customer desires. Through an engaging case study on cardiology, Ulwick highlights how understanding specific user challenges can lead to innovative solutions. Furthermore, he discusses the importance of clear communication in both personal and professional contexts, emphasizing how diverse insights can drive success.

24:56

Episode guests

Tony Ulwick

Highlights

AI Chapters

Episode notes

How to Influence a Customer With a Computer

01:11

Intro

2min

Lessons from the PC Junior Failure

6min

Innovating Through Jobs-to-be-Done

5min

Navigating Misunderstandings in Communication

8min

Understanding the 'Job to be Done' Theory

2min

Have you ever wondered why there are so many massive flops in business? How many products and services are launched and then almost immediately forgotten? How can companies spend millions and sometimes billions of dollars to produce something that customers ultimately say is not for them? Today I've invited Tony Ulwick, one of the fathers of the Jobs-to-be-Done theory, to help us understand this phenomenon. This is part one of a two part interview, so tune in for part two next week!

Learn more from Tony here: https://strategyn.com/tony-ulwick/

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