Jobs to be Done Quotes

“Most companies are great at creating products—they just aren’t that great at creating the right products.”
― Anthony W. Ulwick, Jobs to be Done: Theory to Practice

“Job statement = verb + object of the verb (noun) + contextual clarifier”
― Anthony W. Ulwick, Jobs to be Done: Theory to Practice

“Nearly everyone in a major corporation has participated in a brainstorming session in which, without knowing the customer’s needs, they were encouraged to generate hundreds of ideas and were told that there is no such thing as a bad idea. You can probably still picture walls of Post-It notes.”
― Anthony W. Ulwick, Jobs to be Done: Theory to Practice