The Greg McKeown Podcast 204. The Jobs-to-be-Done Theory with Tony Ulwick (Part 1)
26 snips
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.
AI Snips
Chapters
Transcript
Episode notes
PC Junior Flop
- Tony Ulwick started his career at IBM, working on the PC Junior.
- The product flopped, leading him to question the innovation process.
Jobs to Be Done as a Process
- People buy products to execute processes.
- Studying the "job to be done" as a process allows for measurement and improvement.
Understanding Customer Needs
- Get out of your own head and into the customer's perspective to understand their process.
- Apply statistical process control techniques to improve their "job to be done."