JTBD Reading List

“What is a master but a master student? And if that’s true, then there’s a responsibility on you to keep getting better and to explore avenues of your profession.”

​Neil Peart

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FIRST: To proceed along the path of JTBD philosophy, begin with this article:

Christensen, Clayton, Scott Cook and Taddy Hall: “Marketing Malpractice: The Cause and the Cure”: Harvard Business Review (2005)

NEXT: Go deeper with these five resources:

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1. Bettencourt, Lance and Tony Ulwick: “The Customer-Centered Innovation Map”, Harvard Business Review (2008)

2. Burleson, W. Scott. The Statue in the Stone (2020)

3. Christensen, Clayton and Michael E. Raynor. The Innovator’s Solution (2003)

4. Kalbach, Jim. The Jobs to be Done Playbook (2020)

5. Ulwick, Anthony, What Customers Want (2005)

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OK - NOW LET’S GO DEEPER WITH the broader reference set:

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• Adams, Dan. New Product Blueprinting (2008)

• Anthony, Scott, Mark Johnson, Joseph Sinfeld and Elizabeth Altman. The Innovator’s Guide to Growth (2008)

• Ariely, Dan. Predictably Irrational (2008)

• Bettencourt, Lance. Service Innovation (2010)

• Bettencourt, Lance, Joseph Pine, James Gilmore, and David Norton: "The 'New You' Business": Harvard Business Review (2022)

• Christensen, Clayton. The Innovator’s Dilemma (1996)

• Christensen, Clayton, Taddy Hall, Karen Dillon and David S. Duncan. Competing Against Luck (2016).

• Heath, Chip and Dan Heath. Switch (2010)

• Kahneman, Daniel. Thinking Fast and Slow (2011)

• LaoTze and Steven Mitchell. The Tao Te Ching (2006)

• Levitt, Theodore: “Marketing Myopia,” Harvard Business Review (1960)

• Moesta, Bob and Greg Engle. Demand-Side Sales 101 (2020)

• Ries, Al and Jack Trout. Positioning: The Battle for Your Mind (1981)

• Ulwick, Anthony W. Jobs to be Done: Theory to Practice (2016)