Jobs-to-be-Done (JTBD) has become one of the most popular and most discussed frameworks among product people as of late. Yet, while it's simple in nature — JTBD is often misunderstood, making it difficult for some to actually begin applying.

In this talk, Mike Belsito shares what he's learned about JTBD in working directly with one of its early pioneers, Bob Moesta — and specifically, how he began incorporating JTBD principles to improve his product, INDUSTRY: The Product Conference, right away.

If you're looking to become an expert on theoretical principles and very high level concepts related to JTBD, this talk isn't for you. However, if you want to not only understand some of the basics but actually get started with JTBD right away — and soon develop new features as a result — then you'll especially get value from this talk.

Mike is the Co-Founder of Product Collective and Co-Organizer of INDUSTRY: The Product Conference, one of the top rated software product management conferences in the world. For his work at Product Collective, Mike was named as one of the Top 40 Product Management Influencers by Product Management Year in Review on three separate occasions.

Mike serves as an Adjunct Professor of Design and Innovation at Case Western Reserve University — having introduced its first ever undergraduate product management class — and is the Co-Host of Rocketship.FM, a podcast for product people and entrepreneurs featured in the past by Apple and Spotify.