Free Download The Jobs-to-be-Done Pyramid™: An Innovation Architecture for Humans - Linking Function, Emotion, and Identity
by Scott Burleson
English | 2025 | ASIN: B0FB3WYR9P | 425 Pages | True ePUB | 30 MB
What if you could finally see the full picture of what drives your customers?
Most companies stop at what customers do. The best companies understand who customers are and who they want to become. The Jobs-to-be-Done Pyramid™ gives you the complete blueprint to decode customer motivation-from tasks and goals to identity and emotion-and turn those insights into breakthrough products, marketing, and experiences.
A complete framework for understanding what customers truly want-across Function, Emotion, and Identity.
The Jobs-to-be-Done Pyramid™: An Innovation Architecture for Humans - Linking Function, Emotion, and Identity introduces the first comprehensive model that unifies every form of customer motivation into a single, practical framework.
Classic Jobs-to-be-Done (JTBD) theory focuses on functional and emotional needs-but it has always missed something vital: identity-who customers want to be and how they want to be seen.
This book fills that gap.
By defining Identity Jobs as a distinct category of motivation, author W. Scott Burleson reveals the full picture of why people buy, choose, and stay loyal. The result is The JTBD Pyramid™, a five-level model that captures functional, aspirational, and emotional drivers:
The Five Levels of The JTBD Pyramid™
* Product Jobs - tasks surrounding product use, setup, maintenance, and lifecycle
* Core Jobs - the fundamental problem or goal the customer wants to achieve
* Role Identity Jobs - the roles people strive to live out (e.g., creator, mentor, rebel)
* Image Identity Jobs - how they want to be perceived by themselves and others
* Emotional Jobs - the moment-to-moment feelings they seek during the experience
Whether you're a product manager, marketer, strategist, or researcher, this book will help you:
* Discover deeper insights through layered customer interviews
* Translate identity and emotion into actionable product and marketing strategies
* Resolve the long-standing confusion around "emotional jobs" by separating identity from emotion
* Align offerings with what customers do, believe, and feel
With clarity, real-world examples, and practical tools, The Jobs-to-be-Done Pyramid™ helps innovators see customers not just as users-but as whole humans. It builds on the strengths of classic JTBD theory and extends it into a complete motivational architecture.
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