Hey Alan,

Apologies for not getting back to you on this. Have literally just noticed the notification.

I’ve seen some back and forth between yourself and Tony Ulwick on this topic.

I’ve used ‘Job Mapping’, or at least a variation of Job Mapping for quite some time. I was originally introduced to this stuff via Strategyn’s ODI.

I see ODI as a slightly broader process. Really a process that seeks to answer the question, what ‘market’ will we strategically focus on and why? (Just my view, don’t know if that’s how Stratgyn intended it).

JTBD can be incorporated into that broader process as it helps define the market through deepending an understanding of the people you may wish to serve. Although we don’t engage in the exact process Strategyn does, we certainly take inspiration.

There are certainly strong parallels between DN’s work and the 8 job execution steps. Most of today’s thinking/methods build upon the thinking/methods of the past in some way.

I’m not particualry interested in who is right or wrong per se, only what enables us to get closer to the people we aim to serve as customers. From this basis, we can hopefully solve the problems they care about most.

To do this we incorporate a fairly broad landscape of user research methods/approaches. The ideal outcome is that we develop a strong understanding of situational context, influences and motivations, success criteria and of course limitations.

We often look at the work you’re doing for inspiration. We do the same for Strategyn’s work/approach. And we do the same for other leading thinkers/doers.

Hope that helps clarify our stance a little.