Jobs To Be Done methodology and its role in driving customer choice

Chris Green
Head of CX & Innovation, Purple Shirt
Ōtautahi, Christchurch, Aotearoa New Zealand

Speaker bio:

Chris has a long and deep background in strategy and innovation. Chris cut his strategy teeth in the UK before moving to New Zealand in 2000 where he led various strategy teams for organisations like Vodafone, Vector and TelstraClear. He moved to Australia in 2011 where he started to develop his expertise in the emerging field of innovation. He sharpened his innovation knowledge and skills studying under Professor Clayton Christensen (the godfather of modern innovation theory) at Harvard University and went on to lead one of Australia's leading innovation consultancies where he helped organisations run innovation projects and build innovation capability. Chris returned to New Zealand at the end of 2021 to lead the innovation practice of Purple Shirt, a UX design consultancy with offices in Auckland and Christchurch. In his spare time, you'll find Chris out on the water learning about foiling boats and boards.

Talk description:

Innovation is at the core of revenue growth - finding new ways to create and capture value. The reason most innovations fail is not because they don’t work (organisations are very good at building products and services with features and benefits), they fail because they don’t create value on dimensions that drive customer choice. If you don’t understand the causal drivers of customer choice, then you’re largely shooting in the dark and at risk of creating something that customers don’t choose above the alternative market solutions. Jobs To Be Done is the most proven method for uncovering the causal drivers of choice and is a fundamental part of a best practice innovation approach. In this talk, you’ll learn about what JTBD methodology is, how to use it and how it will change the way you think about markets and competition.