14. Using JTBD as an entrepreneur — Laura Day (MBA 2009)

Laura E. Day (MBA 2009) spent one year (2014–2015) at the Forum for Growth and Innovation studying the consumer robotics industry through the lens of the jobs-to-be-done theory and upon leaving the Forum became cofounder of smart device company Moti. In this episode of the Disruptive Voice, Laura uses her favorite theory to explain why the military application of robots is light years ahead of the consumer application (hint: it’s not because it’s easier technology to build!) and how she is using the various theories and tools of the BSSE course to ensure that her new product and start-up company are both successful and sustainable in their design and growth.