Uncover unmet needs and make better
product and innovation decisions.
The Complete Guide
FOR PRODUCT · INNOVATION · STRATEGY · MARKETING TEAMS
Most teams don't have an ideas problem.
They have an unclear view of what customers are actually trying to get done.
The same concepts resurface in every brainstorm.
Priorities shift every quarter.
The list keeps growing. Usage does not.
Insights validate assumptions, never surprise.
Endless debate, no shared sense of value.
Customers behave in ways segmentation cannot explain.
The same concepts resurface in every brainstorm.
Insights validate assumptions, never surprise.
Priorities shift every quarter.
Endless debate, no shared sense of value.
The list keeps growing. Usage does not.
Customers behave in ways segmentation cannot explain.
You know a lot about customers, but not enough about what drives their choices.
JTBD shifts the lens from who customers are and what they ask for to what they're trying to accomplish, the circumstances they're in and the alternatives they consider.
Companies have better data, sharper segmentation and faster experimentation than ever before. None of it explains why a customer chooses one solution over another.
HBR Analytic Services
Enterprises compile data-rich models that make them masters of description but failures of prediction.
Ask customers what they want and they'll describe a better version of what they already have.
Easy to collect. Hard to know which ones matter.
Complete the task from start to finish
Once the job is clear, features become one possible response rather than the starting point.
Customer understanding is worth more now, not less. It's never been easier to move faster in the wrong direction.
Engagement models
The question is systemic rather than tactical, and the answer needs to hold across segments, brands or markets.
~4–12 weeks
A focused, tactical question and a decision window. Qualitative work against a single challenge, from framing to answer.
~4 weeks
Give a team the lens before they need a study, the starting point for organisations building JTBD capability in-house.
~2–5 days
The Complete Guide
FOR PRODUCT · INNOVATION · STRATEGY · MARKETING TEAMS
Start with the 33-page Complete Guide. The same email brings the rest of the series: JTBD Fundamentals and the ODI Toolkit.
20-minute read · The big picture · Both approaches · Worked examples
Thanks — check your inbox. All three are on their way.
See everything in the JTBD series →
Across leading global enterprises
9,000 Miro users
We'd read all the JTBD books but couldn't make it work. Mosaic's JTBD series finally bridged theory and practice.
Practitioner resources, designed to be read together.
One email gets you all three.
01 · GUIDE
A 33-page practical guide to JTBD, from first principles to putting it to work.
02 · FUNDAMENTALS
The thinking in depth: core concepts, principles, benefits and where JTBD fits.
03 · TOOLKIT
Define success outcomes, find where customers are underserved and prioritise opportunity.
04 · TOOLKITComing soon
Understand what causes customers to change, stay or do nothing.