Ditri Ahmetaj
Aug 31, 2018 · 1 min read

As much as I find JTBD (progress) interesting, I think its a basic theory without much substance. It lacks scientific approach and elaboration, talking about “Be Goals” as emotional drivers is not enough. Fortunately, there is a lot of studies done in Social Science and the field of Service Management and Service Marketing that clearly addresses the emotional and psychological drivers behind customer decisions. Several studies in service management have shown how customers perceive value and how value is co-created between various actors both B2C and B2B. I find theories about value co-creation in service studies far more fascinating and scientifically explored than JBTD. To be honest, I find it a bit unserious the whole analogy of the Job thing, no disrespect to the authors, they certainly are well respected figures in business and academia.

What surprises me the most is the lack of knowledge or information people have regarding Service studies and Social Science approach in these studies. There are decades of studies and publications, however people only focus on some recent books with an odd titled theory that only scratches the surface of customer psychology and behavior.

Thank you for explaining the differences between the two JTBD concepts and I hope people move forward and realize this is just the surface and there are other books and resources out there that have been addressing the same issue at a much deeper level.

    Ditri Ahmetaj

    Written by

    Head of Product @nordictechhouse | Lead Organizer @productschool | Interested in Venture Design & Capital | Stockholm, Sweden