A core strength of JTBD is its categories of information. The who, what, how, why, and when/where are analyzed separately.
Think of JTBD as a filter to sort real-world observations into different buckets of information - the different elements in the canvas. Once you do that sorting, you can then build models and run exercises to find opportunities for innovation and improvement.
We're excited to announce the launch of The JTBD Canvas 2.0, a tool to help you scope out your JTBD landscape prior to conducting field research. It frames your field of inquiry and scopes of your innovation effort.
