Businesses that are data-driven will lose to those that are model-driven

On the Revealed blog, I wrote an essay on why growth should be model-driven, not data driven. It boils down to:

The first version of this article referenced desires as “unmet desires”

After more work and feedback from model consumers and the community, we’ve opted to remove the “unmet” qualifier.


Initially, we worded “Desires” as “Desires”; however, we noticed that model users were getting confused. They were inputting many desirable aspects…

A way to communicate, quantify, validate, and design for a Job to be Done

Figure 1. The JTBD Data Model shows a process of how new market behavior is created. In this case, it shows how a JTBD is created and how it results in someone hiring solution(s) for it.

After countless consumer interviews, years of research, and trying different models, my answer to How should I communicate, quantify, validate, and design for a Job to be Done? is this:

The best way to communicate, quantify, validate, and design for a Job to be Done is use data that describe…

How Linkedin Uses Progress to Segment Markets and Product Offerings

After using the free version of LinkedIn for quite a while, I was curious about what the paid version was like. Upon clicking “try premium”, I saw this:

Figure 1. LinkedIn asks me what my Job to be Done is

Right away I knew this was gonna be good. Why? Because all these options weren’t describing the product, they were describing progress…

Not using. Not buying…and consuming is only part of the story

Figure 1. Using, buying, consuming, and hiring are different concepts

Even though I use the word “hire” about 15 times in my book When Coffee and Kale Compete, I never explained what it meant, and how it relates to Jobs to be Done theory.

Clay’s book, Competing Against Luck, uses hire a whopping 231 times! …

The product does the work, while the consumer enjoys the benefits

Figure 1. An employer has a Job to be Done, so they hire something/someone to do the job for it. The employee does the work (right), while the employer enjoys the benefits (left)

The phrase “jobs to be done” carries a lot of meaning with it. The three most important parts are:

Me giving the presentation

I was invited to speak at Elevate 2018 in Toronto. I was asked to talk about how I use JTBD to create a growth strategy. I also used my two favorite examples of Jobs theory applied: Weber and DeWalt.


Watch the video!


You can catch the deck here on Slideshare. Or see the keynote presentation below (if it embedded correctly)

Using JTBD to create a sustainable growth strategy

Want to make progress with learning and applying JTBD theory?

An overview of a new JTBD white paper


On September 12, the Christensen Institute released a white paper summarizing research around four Jobs teachers are trying to get done. This article is a summary of those Jobs. After readings this summary, I recommend reading the orignal white paper.

We all have Jobs to be Done in our lives…

What do we mean by “progress”? How is it different than goals? How does Progress thinking help us?

Figure 1. Progress is more than goal achievement. It describes a series of goals which build upon each other, and how fast people move through those goals. Progress is similar to the concept of velocity — the time it takes to move in a specific direction.

Key Concepts and Takeaways

Common mistakes to avoid and some takeaways to remember

Charles Revon’s quote forms the core of JTBD thinking. JTBD isn’t about doing things, it’s about making a positive change — i.e. to make progress.

1. Thinking of it as a framework, method, lens, or methodology

Does it make sense to say “we’re using gravity” or “we’re getting started with gravity”? Of course not!

Why? Because gravity is a theory. You don’t do theories, you learn them.

The point of theory is help you:


Alan Klement

I help businesses become great at making and selling products that people will buy. Contact me:

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