Jobs to Be Done, aka JTBD, is a concept of consumer action that describes the mechanisms that cause a consumer to adopt innovation. Our guest today has done some fascinating innovations based on this concept, developing his own framework to make this concept more clear and straightforward. Eckhart Boehme, the founder and managing director of Unipro Solutions, joins us today to talk about what this concept is all about and how organizations can improve themselves using this concept.