How to Define Your Market using Jobs-to-be-Done - Tony Ulwick

This podcast episode focuses on the "Jobs-to-be-Done" theory and its application in defining markets. The speaker, Tony Ulwick, explains how this framework shifts the focus from product-centric to problem-centric market definition, emphasizing the customer's underlying need rather than the solution offered. He introduces a "market definition canvas" as a practical tool to facilitate this process, illustrating its use with an example of defining the market for circular saws. The episode concludes with an invitation to download Ulwick's book for further learning.