Scott Burleson

Scott Burleson is a leading expert in Jobs-to-be-Done (JTBD) thinking and the creator of The Jobs-to-be-Done Pyramid™. This groundbreaking framework unifies functional, emotional, and identity-based motivations into a single innovation model. His work helps product teams, marketers, and business leaders understand what truly drives customer behavior—and how to act on it.

He is the author of two books: 1) The Jobs-to-be-Done Pyramid™: An Innovation Architecture for Humans - Linking Function, Emotion and Identity and 2) The Statue in the Stone: Decoding Customer Motivation with the 48 Laws of Jobs-to-be-Done Philosophy.

Scott’s career spans manufacturing engineering, software development, and product strategy. As Director of the Strategyn Institute, he worked alongside JTBD pioneer Tony Ulwick, helping companies across industries apply Jobs-to-be-Done to accelerate innovation.

He runs LearnPM, an educational site for product managers seeking clarity and strategy. He also co-hosts the Product Quest Podcast, where he explores the art and science of innovation. Search "JTBD Pyramid" to learn more.