I’ll just say upfront I don’t have a stake in the “JTBD expert theory” wars and I’m approaching this from the perspective of someone after purely practical actionable advice for my own and client projects.
I’m experienced with innovation theory and practice, and have used/use multiple variants of customer analysis. I haven’t had a specific focus on JTBD acronym flavors, though have been aware of them for a while.
I recently decided to take a deeper dive look at it again due to the new books recently released.
>> Which Books? Which Blogs?
I enjoyed your book, thanks for putting it out there.
https://strategyn.com/blog/ & Jobs To Be Done: Theory to Practice ( https://www.amazon.com/Jobs-be-Done-Theory-Practice-ebook/dp/B01M73AP2I/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=&sr= )
Vs Clayton Christenson’s (new/old) books and blogs too eg: https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
>>What do you disagree with specifically?
After reading Ulwick’s latest Book I have to disagree with your previous statement.
>>Tony’s ODI is a rehash of QFD, Activity Theory, HCI, and DFSS. These >>are design methodologies meant to quantify customers stated >>preferences. JTBD doesn’t do this. JTBD is all about modeling customer >>motivation: Why does it cause them to consume products? Where does >>it start and end? In summary, Tony’s ODI (a methodology)is very >>different than JTBD (a theory of customer motivation). It’s apples and >>oranges.
His JTBD framework is a component of ODI, which also does factor in customer motivation on a practical level. I’d agree with the apples and oranges part though, which could be very confusing to newcomers to the term JTBD.
A full comparison/contrast (along with CC’s JTBD flavor) would take a longer blog post. I’ll get around to that soon hopefully.