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Upper Midwest Chapter - Jobs to be Done: A Framework for Uncovering Customer Needs
Jobs to be Done provides a framework for categorizing, defining, capturing and organizing the inputs that are required to make innovation predictable. JTBD uncovers the “why” behind customer needs by deconstructing a “job” that consumers are trying to get done.

This topic will appeal to not only research professionals, but Innovation and Product Development and Management professionals as well, with practical knowledge on how to apply and leverage the JTBD framework to succeed in a customer-centric way.

The webcast will focus on Best Applications and FEQs (Frequently Encountered Quandaries).

Key take-aways include:
• how to write a jobs statement
• pitfalls to avoid
• how to prepare the organization before getting started

Apr 15, 2021 01:00 PM in Eastern Time (US and Canada)

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Steve Hansen
Partner @Phase 5
Presenter: Steve Hansen, Partner, Phase 5 Steve enjoys taking a “Zen mind, beginner’s mind” approach to innovation, especially when it has the potential to disrupt a market ecosystem. As a partner at Phase 5, Steve is the chair of Phase 5’s Data Analytics practice and head of the firm's Minneapolis office. His professional background includes: Lecturer in Innovation in the Peking University Guanghua MBA program, Director of Market Research at Thomson Reuters, and various technology product management roles. Steve is regularly invited to speak at industry events on customer centricity throughout the innovation cycle.