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The Scottish Jobs To Be Done Meetup
Welcome to the meetup where you can learn all about Jobs To Be Done!

If you're unfamiliar with the concept, JTBD is a theory for understanding what motivates customers to buy a product. People want their lives to be better. They have a vision of where they want to go. But there are obstacles in their path. Customers hire products to help them move forward; to make progress towards their vision of a better life.

In this meetup we'll be exploring both the theory behind JTBD as well as how to use it practically in your business to build better products.

We're going to be hosted by the inimitable Andy Irvine (@andyirvine) from FreeAgent, and featuring talks from:

Kate Ho (@kateho), CPO/CTO at Valla (
Joe Leech (@mrjoe), Author, Psychology for Designers (

We'll then have time for Q&A and discussion about how to make JTBD work for you.

Any questions, give a shout!

Code of Conduct:

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Apr 20, 2021 11:00 AM in London

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