AI and Jobs to Be Done: Where Human Judgement Trumps Technology

Where can AI genuinely enhance Jobs to Be Done research, and where does it fall short? Scott Burleson reveals AI's current capabilities in innovation research—from accelerating secondary research to its critical limitations in prioritisation and the abductive reasoning that only human expertise provides.

Jobs to Be Done: The Missing Link in B2B Innovation

Jobs to Be Done revolutionised product innovation with one insight: customers don't buy products, they hire them to accomplish jobs. Scott Burleson's pyramid framework reveals the missing piece—identity. Discover why B2B purchasing decisions involve emotional and identity considerations as much as functional needs.