people are using JTBD as the one tool to communicate. They are at the wrong level and Naomi is spot on most are using incorrectly and are just tasks.. that means that we then build to task and not to the real JTBD. in my experience they are not talking about actual JTBD by CC. They are mapping tasks
technically there are two models

  1. the ODI mentioned in the video (comes from Tony Ulwick, think he’s ex IBM) and
  2. the Clayton Christensen/Bob Moesta school (pioneered by Basecamp et al)