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Thanks for sharing this Jon. Your post is very timely in that a lot of writers when referencing 'jobs to be done' always/usually quote and credit the late Professor Clayton Christensen with the concept. Though there is a whole history where Antony Ulwick is one of the progenitors and significant contributors to this concept. In my article on substack I share an archive video showing Clayton and Tony talking about the origins of 'jobs to be done' and how they co-evolved the idea.

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