
My interview with David Duncan, Author of The Secret Lives of Customers
I recently joined David Duncan to discuss his new book The Secret Lives of Customers which teaches the Jobs-To-Be-Done (JTBD) framework using the intriguing format of a detective story. The basic premise is that consumers “hire” a product (or service) to perform a certain “job” for them. I’ve used JTBD in my own business to figure…










