Scott Burleson, Senior Vice-President with The AIM Institute, has published a new book: The Statue in the Stone: Decoding Customer Motivation with the 48 Laws of Jobs-to-be-Done Philosophy.
Jobs-to-be-Done is a framework for understanding the relationship between customer needs and the products they purchase. This book draws deeply from the works of Lance Bettencourt, Clayton Christensen and Anthony Ulwick.
It’s a practical guide for all flavors of innovators, but especially for New Product Blueprinting practitioners and leaders. In this article, Dan Adams interviews Burleson about The Statue in the Stone.