312 - From Mapping to Meaning: Co-Creation Through Jobs to Be Done with Jim Kalbach

Facilitation isn’t just about guiding a process—it’s about creating meaning. And in this episode, Jim Kalbach, author of The Jobs To Be Done: Align Your Markets, Organization, and Strategy Around Customer Needs, shares how facilitation and Jobs to Be Done (JTBD) go hand in hand.

We dive into the art of moving from insight to action, exploring how facilitators and leaders can use JTBD to break through assumptions, foster collaboration, and design experiences that truly serve the people they’re meant for.

Jim shares his own journey—from journey mapping to facilitation—revealing how shifting the focus from solutions to human needs changes everything.

Find out about:

• Why facilitation isn’t just about neutrality—it’s about shaping meaningful outcomes
• The power of customer journey maps as tools for conversation and sense-making
• How Jobs to Be Done helps teams focus on real human needs, not just solutions
• Why co-creation leads to better collaboration, alignment, and decision-making
• How to avoid “workshop amnesia” and keep momentum alive after a session
• Practical ways to embed customer-centric thinking into everyday work

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Links:

Watch the video recording of this episode on YouTube.

Jobs to be Done Toolkit

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Jim on Amazon

LinkedIn 

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