I was watching a Product-focused video from GV the other day on YouTube and heard a book mentioned that was new to me. So I went and bought it — it’s from 2005. What surprised me the most was how in the Introduction page xix it read,
The promotional quote on the cover is by Clayton Christensen. This stuck me as odd because I was accustomed to associating JTBD with Christensen due to the HBR piece:
It’s noticeable that Ulwick isn’t referenced anywhere in the HBR article. This reminded me a bit of what happened to Kees Boeke with how the Eames popularized Powers of Ten where Boeke ended up as a mere footnote.
In any case, I love Ulwick’s stuff so check it out: