In this episode, we welcome a most special guest, Dr. Lance Bettencourt. Without question, Lance is on the Mount Rushmore of JTBD contributors. He’s currently a professor of marketing at TCU. He’s the author of “Service Innovation”, and well-published - including MIT Sloan Management Review and Harvard Business Review. Most notably, along with Tony Ulwick, he authored “The Customer-Centered Innovation Map” in HBR one of the most important JTBD publications, and it has the distinction of the single resource that I recommend more than any other.

Lance is an appreciator of ice cream, has been known to do crazy things like hike down and back the Grand Canyon, and is an all-around great person.

You're in for a treat!

Referenced on the show:

The Customer-Centered Innovation Map, Lance Bettencourt & Tony Ulwick

Service Innovation, Lance Bettencourt

Consumer Job Journeys, Lance Bettencourt

What Customers Want, Anthony Ulwick

A Service Lens On Value Creation, L. A. Bettencourt & R. F. Lush & S. L. Vargo

Episode 3: Jobs-to-be-done and the Customer Job Map with Lance Bettencourt