586: Is this the future of JTBD? – with Mike Boysen
Product Mastery Now for Product Managers, Leaders, and Innovators · 2026-04-06 · 22 min
Episode notes
An outcome-driven innovation perspective on Jobs-to-be-Done Watch on YouTube TLDR In this episode of Product Mastery Now, I'm talking with innovation veteran Mike Boysen about making Jobs-to-be-Done (JTBD) practical, fast, and accessible thanks to AI-powered tools and frameworks. We revisit what JTBD really means, how it has evolved, why practitioners sometimes get stuck, and how AI helps drive cost-efficient, actionable customer insights. This episode is perfect for product managers looking to skip the noise and deliver genuine value efficiently. Introduction Most product leaders have heard of Jobs-to-be-Done (JTBD). Some of you have even tried it. But given all the benefits of JTBD, why are you not still using it? In this discussion, we are going back to basics to define what Jobs-to-be-Done actually is, and we are going to show you how to execute it faster than ever before. You will learn a simplified workflow for applying Jobs-to-be-Done that cuts through the noise. We will walk through how AI accelerates the process, so you can stop guessing and start building what customers actually need. Our guest is Mike Boysen, Managing Director of Disruptive Innovation.