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Most companies obsess over products, but Jim Kalbach believes they're asking the wrong question. Customers don't buy products because of what they are. They "hire" them to make progress in their lives. Jobs to Be Done is a way of uncovering that progress, helping organizations s…
Darius Mirshahzadeh built the company he'd always wanted. In just three years, he grew it from a one-person operation into one of the fastest-growing companies in the United States. But when he looked around, he realized something unsettling: he hated the company he had created. That experienc…
After years building software products, Chris Metcalfe crossed into People & Culture and noticed something surprising. Organizations invested enormous effort into understanding customers, testing ideas, and improving products, yet the work people did every day was rarely designed with the same …
Megan Hellerer had done everything she was supposed to do. She went to Stanford, graduated with a 3.9, and dutifully climbed the ladder at Google. But the life that looked great on paper felt terrible inside. A panic attack on the floor of a public restroom forced her to confront a bigger question:…
Vanessa Monsequeira spent years leading change initiatives and helping organizations roll out new systems. Again and again, she saw that the hardest part wasn't convincing people to change, it was that the work itself had never been intentionally designed. That realization led her to apply pro…
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