Theory of Jobs-To-Be-Done: Supercharge Innovation

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When — Thursday February 22nd, 2018 from 11am-12pm (Eastern Standard Time)

Where — Zoom online meeting platform (there is no cost to attend this Webinar) Register

Jobs Theory provides a lens through which innovators can understand the causal mechanisms that drive customer behavior. The Jobs Theory framework provides a fast, reliable and inexpensive way to ascertain the value that customers want from products/services at different points in time. With this knowledge, a company can maintain the superior value of its offerings relative to competing solutions while at the same time minimize the cost of producing that value.

Read more about jobs-to-be-done and demand creation

Dr. Michael S. Jordan

Michael is a partner at INNODYN, an Atlanta-based firm that provides professional development programs in Jobs-To-Be-Done and Demand Creation. He holds an MBA and a doctorate in business from Georgia State University (GSU), and is a certified Lean Six Sigma Master Black Belt (Kent State University). Dr. Jordan is the co-founder of the Entrepreneurship and Innovation Institute at GSU and was the President of the Institute for Strategic Innovation prior to that. He is an experienced NPD practitioner, entrepreneur and business executive having been the CEO of six successful companies and two startups.

In association with the Georgia chapter of the Product Development Management Association (PDMA)

Webinar format is interactive — the speaker will pause every 10 minutes or so to answer questions from attendees.

This Webinar is part of a series of Webinars that will take a deep dive into various aspects of Jobs Theory. This particular Webinar provides a broad overview of Jobs Theory, which includes the following topics –

  • What is Jobs Theory and where did it come from?
  • Understanding the value that customers want from products and services
  • People and Organizations execute “jobs” to make progress
  • The nature of progress: action → results → reality states
  • A contemporary Jobs Theory Framework
  • Customer’s success outcomes — functional, emotional and social dimensions
  • Job action (process), The Progress Map, Job solutions, Moments of Struggle
  • Switch dynamics: why customers “fire” job solutions and “hire” others
  • How Jobs Theory can dramatically increase your innovation success


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