Client briefs that explain the real job to be done

Briefs that describe the REAL job to be done.

The death last week of Clay Christensen led me to think more about the role he inadvertently played in helping designers understand their clients.

Clay was known for his writings and presentations on the Jobs to be Done (JTBD) model. I refer to it as a model because many years ago I set up a JTBD canvas alongside empathy mapping as a model for developing client empathy.

It works equally well with clients and customers.

The JTBD model...