The ‘Jobs To Be Done’ approach (or framework) encourages a focus on what your end-user is trying to achieve when they access a product, service or experience. As professor Theodore Levitt puts it: ‘People don’t want a quarter-inch drill, they want a quarter-inch hole’. John talks to Ger Diesen, Learning Innovation Leader at the learning system provider aNewSpring, about how it can be applied to learning. Could this make for a more learner-centred approach to learning design, or might it raise conflicts with the priorities of organizational development? And what is the role of AI under this framework?

• 0:00 – Intro
• 3:24 – Ger’s journey in learning
• 6:36 – The jobs-to-be-done framework
• 8:57 – How it will affect learning
• 12:14 – Examples of how the framework specifics work
• 20:41 – How the framework plays in an organisation
• 22:29 – The impact on L&D professionals
• 24:03 – Does AI have a role in this?
• 26:27 – Where to follow Ger