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How can JTBD help you improve your own work? In this session, we’ll turn the JTBD lens on you and your team. The same approach we use to understand customers can help us rethink our own work and our team’s workflows.

Jonathan Morgan, founder & principal of Fang Futures, will share examples from his own JTBD-centered innovation and AI strategy practice, showing how he identified recurring frustrations in his own Jobs, clarified what better would look like, and used AI to create practical improvements.

AI is expanding what organizations can achieve, but familiar ways of thinking can limit the opportunities we see. Realizing AI’s full potential begins with a shift in focus from the technology to the value it could create. Success lies in how we transform our work, our work experience, and our products and services for the better. Better is the goal. AI is the material to get us there.

Drawing on firsthand experience navigating 30+ years of technological disruption, Jonathan explores why AI’s significance extends beyond productivity and incremental change. Earlier technological waves created new opportunities and disrupted established ways of doing business. Today, AI challenges us to fundamentally rethink our work and recognize possibilities we never imagined.

This interactive session unlocks new ways of thinking about AI and methods to meaningfully transform your work for the better.