When Coffee and Kale Compete by Alan Klement will help you become better at creating and selling products that people will buy. Your joy at work will grow. You will know how to help companies increase profits, reduce waste, and remain competitive. In doing so, you will help economies prosper, and help provide stable jobs for employees and the families that depend on them. Customers struggle when they try to make their life better but don’t know how. We call this struggle a Job to be Done.

What people say

“Jobs to be Done has helped me better understand why people buy (or ‘hire’) a product, and why they switch to new products. I thought I understood JTBD, but @alanklement BLEW MY MIND with this book. He starts with the fundamentals, and then digs in deep, going back through the history to help you understand each layer.” – Justin Jackson

“After being excited about JTBD when I was first introduced to the idea, I struggled to learn more. I was fortunate to read a preview copy of this book a few months ago. It has been indispensable and shaped not only how I think about JTBD but how I think about business in general. I cannot recommend this book enough.” – ericmwhite

When Coffee & Kale Compete

by Alan Klement (PDF, Online reading) – 16 chapters, 214 pages