How to Get Started with Jobs to be Done

Mike Belsito, Co-Founder of Product Collective

Jobs-to-be-Done (JTBD) has become one of the most discussed frameworks among product people. Yet while it’s simple in nature, JTBD is often misunderstood, making it difficult for some to begin applying it.

Last year, Mike began applying JTBD principles to INDUSTRY: The Product Conference with the following goals:

  • Identify common struggling moments among attendees at INDUSTRY
  • Discover and introduce new features and “delighters” for attendees
  • Improve overall attendee satisfaction

In this talk, Mike shares what he’s learned about JTBD working directly with one of its architects, Bob Moesta. Mike will demystify the process of getting started with JTBD — sharing actionable advice and detailing how he was able to quickly improve INDUSTRY: The Product Conference as a result.

Paul McAvinchey
Paul McAvinchey

For over 15 years, Paul has been building and collaborating on digital products with fast-growing startups and global brands, including AOL and WMS Gaming. Currently, he's a co-founder of Product Collective, a worldwide community of product people. Members collaborate on Slack, meet at INDUSTRY: The Product Conference, listen to, learn at Product Interviews and get a weekly brief that includes best practices in product management. In recent years he led business development at DXY, a leading product design firm in the Midwest, and product innovation at MedCity Media, a publishing startup acquired by Breaking Media in 2015.