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I've been a big fan of Bob and a practitioner of JTBD since I attended one of Bob's workshops many, many years go. In the afternoon portion of the workshop (I believe we were in Dublin, Ireland), he did a live JTBD interview with someone that had recently bought a new house, and that really opened up my eyes to a new way to talk to customers.

JTBD interviews are truly a game changer. And JTBD overall is such a useful framework to help dig into the "why" about any product (and individual features within it).

To help both the companies where I've worked and startups that I've mentored, I've given lots of workshops around JTBD, and made the slides available. You might find them useful to present the framework to colleagues or clients. Here they are:


Thanks Lenny for another great interview!

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