Jim Kalbach is the chief evangelist at MURAL, a leading provider of online visual collaboration software. He's the author of Designing Web Navigation (O'Reilly, 2007), Mapping Experiences (O'Reilly, 2016), and his latest, The Jobs to Be Done Playbook (Rosenfeld, 2020). In this conversation, we dive into Jobs to Be Done, how it relates to design, and how jobs can create an “out of body experience” for organizations.

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Show notes @JimKalbach on Twitter Jim Kalbach on LinkedIn MURAL The Jobs to Be Done Playbook by Jim Kalbach Mapping Experiences: A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams by Jim Kalbach Designing Web Navigation: Optimizing the User Experience by Jim Kalbach JTBD Toolkit Book Notes: “The Jobs To Be Done Playbook” by Jorge Arango Know Your Customers’ “Jobs to Be Done” by Clayton M. Christensen, Taddy Hall, Karen Dillon, and David S. Duncan How We Align Product Development with Jobs To Be Done at MURAL by Agustin Soler The JTBD toolkit Competing Against Luck: The Story of Innovation and Customer Choice by Clayton M. Christensen, Taddy Hall, Karen Dillon, and David S. Duncan Some show notes may include Amazon affiliate links. I get a small commission for purchases made through these links.

Read the transcript Jorge: Jim, welcome to the show.

Jim: Hey, great to be here. Thanks for having me, Jorge.

Jorge: Well, I'm very excited to have you. Not only have you and I been friends for a long time, but you also wrote a book last year that I liked a lot, and I actually wrote about it in my blog. I'm excited to talk with you about the book and about what you're up to. So, for folks who might not know you, can you please introduce yourself?

About Jim Jim: Yeah, sure! Hey everybody, Jim Kalbach here. Calling in from Jersey City, New Jersey, where I'm originally from, on the east coast. I moved to Germany for a long time. I lived in Germany for about 14 years and then came back to the U. S. But I have a background in information science and worked as an information architect for a long time, getting into topics around usability and UX. I have a very strong classic kind of design — product design — background. But I was always interested in research and strategic aspects of design and innovation. And then I got exposed to Jobs to Be Done around 2003, and always tried to incorporate aspects of that in my work here and there. Just kind of testing the waters. So, I've been looking at Jobs to Be Done for a while now, actually, in my design roles, but then also beyond that as well too.

Jorge: You're currently at MURAL, right?

Jim: Correct. Yeah, I'm the Chief Evangelist at MURAL. I've been with that company for six and a half years now. I was employee number 12 and through the pandemic, our business has expanded greatly. It's just… things have just exploded in a good way. Of course, we believe we have a tool — a virtual whiteboard — we have a tool that can help people. You know, through the pandemic, it was great to see our mission that we had been building up for five years before the pandemic then suddenly become hyper-relevant, and people reaching out and grabbing us by the collar and saying, "thank you for saving my project!" So that was just really fulfilling to see our mission, become hyper relevant.

But again, at the same time, it was absolutely fantastic for our business. And now we're like 600 people in the company. It's crazy how much we've grown. I started and I built up the customer success team and the support team here at MURAL. So, it was a little bit of shift from my background in product design when I got to MURAL. But then as we scaled, I wasn't the right person to scale a global customer success team. So, I moved over into what we're calling "Chief Evangelist" and it's basically a lot of outreach, writing,

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Erscheinungs­datum: 18.7.2021, 19:40:18