Very helpful and inspiring post, Jeoff! Sounds like it was a big undertaking — glad to hear it’s paying back in spades.
I’ve been advocating for JTBD in my projects for a while, but admittedly, it’s not always been a smooth ride, especially when trying to build JTBD stories from research. I’m curious to learn more about your methodology here and how you went about convincingly making the case that the 10 JTBDs you came up with were indeed valid and could confidently be prioritized. It sounds like you leaned heavily on supporting teams — would you happen to have references to practitioner focused JTBD material that can help shed light on how to operationalize the theory behind it?
Also, out of curiosity, how long did your journey take till the point the team started seeing the results in the wild?
Thanks in advance!