Jim Kalbach

But JTBD doesn’t just help startups or small teams align around customer needs. Even large organizations have relied on JTBD for strategic guidance. Just consider Intuit, the tax software giant. After 25 years of existence, the company continues double-digit growth in spite of the fact that the average lifespan of S&P 500 companies is now under 20 years.

customer-centric businesses perform

The common unit of analysis—the job to be don