Jobs to Be Done is a business approach centered on turning customer insight into innovation. Though decades old, it has received significant attention recently. In this live talk, Jim Kalbach, author of recently published The Jobs to Be Done Playbook, sits down with one of the pioneers of this theory, Tony Ulwick. Together they'll explore some of the core concepts of Jobs to Be Done, and discuss the present and future state of the field. Tony Ulwick, Strategyn Founder and CEO, was one of the principal architects of the Jobs to Be Done theory, and he continues the development of this ideology through his innovative work of today. Jim Kalbach, Head of Customer Experience at MURAL, brings a somewhat different perspective than Tony on the Jobs to Be Done theory, as well as practical advice for putting it to use today.