Jobs to be Done

Jobs to be Done

Theory to Practice

by Anthony W. Ulwick

  • Why read?

    Why do so many innovation projects fail? What are the root causes of failure? How can they be avoided?

    Since 1991, Tony Ulwick has pioneered an innovation process that answers these questions. In 1999, Tony introduced Clayton Christensen to the idea that “people have underlying needs or processes in their lives, that they are addressing in some way right now” — an insight that was to become Jobs-to-be-Done Theory.

    202 pages, Idea Bite Press 2016

  • Information


    Product Management Leadership User Research Design

  • About us
    Reading is a fantastic way to learn. Books can take you into areas and places you’ve never been before, they can teach you from failures and successes, and they can tell you thrilling stories about people, products, and teams. With the PM Library, we help you explore new books and topics around tech, business and design because we believe reading is essential to building better products and growing in our careers.
    We are a team of dedicated product people based in Barcelona, London and Munich.