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This talk will be a hands-on session on helping you build your product or service around customers' values and needs. We will use the Osterwalder Value Proposition Canvas which incorporates "Jobs to be Done" (JTBD) in its framework to help us better understand customer behavior. JTBD theory goes beyond superficial categories to expose the functional, social, and emotional dimensions that explain why customers make the choices they do. People don’t simply buy products or services; they pull them into their lives to make progress.
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