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Tuesday, April 12 • 9:40am - 10:25am
Keynote: Human-centered Business with JTBD

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Today, consumers have real power: they can research your company’s background, compare customer ratings, and find better alternatives all with a simple tap. Increasingly, opportunities for growth come from the outside, from beyond the borders of an organization.

But despite a clear customer-centric imperative, traditional businesses have largely failed to change how they think about providing value. Part of the challenge is that resting a growth strategy on fuzzy concepts like “needs” is daunting. Risk-averse organizations struggle to grasp the customer perspective and align to it.
JTBD helps shift a collective mindset, from focusing on the organization and its solution to focusing on customers and their needs. More than a particular method, JTBD offers a way of seeing your markets, your organization, and your strategy.
This presentation will cover core concepts of JTBD and position it as a framework to help organizations become more human-centered.

avatar for Jim Kalbach

Jim Kalbach

Chief Evangelist, MURAL
Jim Kalbach is a noted author, speaker, and instructor in design, customer experience, and strategy. He is currently Chief Evangelist at MURAL, the leading online whiteboard.Jim is the author of three books: Designing Web Navigation (O’Reilly, 2007), Mapping Experiences (O’Reilly... Read More →

Tuesday April 12, 2022 9:40am - 10:25am EDT