Why do brilliant companies with top talent still fail? The answer lies in focusing on customers instead of the jobs they’re hiring products for. In this video, we unpack why personas mislead innovation, how Jobs to Be Done (JTBD) shifts the game, and why AI adoption without this mindset often falls flat. Learn how to design AI products people actually “hire” to make progress in their lives—and why the companies that master JTBD are the ones that will survive the AI revolution.
📌 Chapter Synopsis
The Puzzle of Smart Companies Failing – Why giants like IBM and Kodak collapse despite doing “everything right.”
The Persona Problem – How customer personas explain who people are but fail to explain why they act.
Jobs to Be Done Theory – The mindset shift: customers hire products for progress, not features.
Creative Destruction in Action – Kodak, Blockbuster, and other cases of jobs staying the same but products getting “fired.”
JTBD vs. Traditional Innovation – Why JTBD boosts innovation success rates from 17% to 86%.
JTBD Meets AI – How to identify the jobs where AI can replace human effort with massive efficiency gains.
The Crucial Question – Stop asking “Who is my customer?” and start asking “What job am I being hired for?”
