Practical Jobs To Be Done Workshop (cancelled)

07 April 2020 – Amsterdam

Unfortunately, we had to cancel the workshop. Jim Kalbach won't be able to make it due to the travel restrictions because of the coronavirus disease outbreak. We hope to reschedule once things settle down.

JTBD cancelled

The concept of jobs to be done (JTBD) provides a lens through which we can understand value creation. The term was made popular by business leader Clayton Christensen in 'The Innovator’s Solution', the follow-up to his landmark book 'The Innovator’s Dilemma', and underlies his theory of disruption. Since then, companies have been using the JTBD as a strategic framework for innovation.

You’re probably familiar with the basic principle of JTBD: people ‘hire' products and services to accomplish an objective. By providing a language for observing and discussing problems independent of solutions, JTBD helps organizations identify new opportunities for market growth, get aligned on direction, and make better decisions. More than that, JTBD provides a lingua franca for shifting your collective mindset and fostering a culture of innovation across your company.

This mini-workshop with Jim Kalbach will give you concrete skills on how to apply JTBD and use its approach to make better innovative decisions and create high(er)-value products and services. You’ll work in groups to practice techniques from JTBD, in particular working with Job Maps.

Who is Jim Kalbach?

Jim Kalbach is a noted author, speaker, and instructor in design, customer experience, and strategy. He is currently Head of Customer Experience at MURAL, the leading online whiteboard. Jim has worked with large companies, such as eBay, Audi, SONY, Elsevier Science, Lexis Nexis, and Citrix.

In 2007 Jim published his first full-length book, Designing Web Navigation (O’Reilly, 2007). His second book, Mapping Experiences (O’Reilly, 2016), focuses on the role of visualizations in strategy and innovation. He blogs at and tweets under @jimkalbach.

Who may benefit from this course?

This session is geared for designers and strategists looking to further understand the concept of JTBD and to work with the approach in a strategic way.

Key takeaways will include:

  • Get to know extended uses of JTBD
  • Identify strategic opportunities from the customer’s perspective
  • Apply JTBD to get direction and make better decisions

Special thanks

A special thanks goes out to LeasePlan for sponsoring this event.


16:30 Open Door
17:00 The Session Starts
18:30 Snacks Break
20:00-20:30: Happy hour (Beer/Wine/Etc)


(Workshop has been cancelled due to travel restrictions)


Worried about the coronavirus disease outbreak? Check the guidelines.

Practical information

Date and time Tuesday 07 April 2020
Location B1. Amsterdam - The Chris
Johan Huizingalaan 763a
1066 VH Amsterdam


Please send questions and remarks to: