FOR IMMEDIATE RELEASE
Author Scott Burleson introduces a new innovation architecture that transforms how companies understand what truly drives their customers.
[Chapel Hill, NC] — [May 28, 2025] — Today marks the official release of The Jobs-to-be-Done Pyramid™: An Innovation Architecture for Humans – Linking Function, Identity, and Emotion, a provocative new book by innovation strategist and JTBD expert Scott Burleson. Drawing from two decades of product development and customer research, Burleson presents a bold expansion of classic Jobs-to-be-Done theory with a five-level framework that helps companies decode not just what customers do—but who they seek to become and how they want to feel.
“At the heart of every decision is a human being trying to solve a problem, live into an identity, or feel a certain way,” said Burleson. “The JTBD Pyramid organizes those motivations into a clear structure that teams can act on—whether they’re designing products, crafting messages, or guiding strategic growth.”
The book introduces five levels of customer motivation:
Product Jobs – logistical tasks surrounding product use and ownership
Core Jobs – the customer’s fundamental problem or goal
Role Identity Jobs – aspirational roles customers seek to perform (e.g., creator, mentor, survivor)
Image Identity Jobs – how people want to see themselves or be seen by others
Emotional Jobs – immediate emotional states like feeling reassured, in control, or delighted
Each level is mapped with real-world simulations, job-writing templates, and innovation profiles that help companies identify where to focus. The framework is already being used by product leaders, marketers, and B2B sales teams to unlock deeper insight into customer behavior—and create more resonant solutions.
Burleson, also the author of The Statue in the Stone: Decoding Customer Motivation with the 48 Laws of JTBD Philosophy, brings a practical, humble voice to a field often overwhelmed by complexity. The book is accompanied by a toolkit for teams, including:
The JTBD Pyramid™ Navigator – a one-page visual guide
The JTBD Pyramid™ Analysis Workbook – a structured method for mapping customer jobs across all five levels
Strategic Innovation Profiles – strategic archetypes that guide where and how to innovate
For more details, visit www.TheJTBDPyramid.com.
The Jobs-to-be-Done Pyramid™ is now available on Amazon in paperback, hardback and Kindle editions. Click here to access the book.
About the Author
W. Scott Burleson, Chief Product Officer of The AIM Institute, is a leading voice in Jobs-to-be-Done theory and creator of The JTBD Pyramid™.
Marilyn Thomas
[email protected]
www.TheAIMInstitute.com
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