about

The AIM Institute helps companies grow by better understanding the needs of their market.

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The Jobs-to-be-Done Pyramid, authored by AIM's Chief Product Officer, Scott Burleson, is the foundation of The Jobs-to-be-Done Pyramid Strategic Analysis.

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The JTBD Pyramid Strategic Analysis frames market opportunities across the spectrum of a customer's functional, identity, and emotional motivations to build innovation and marketing strategies that are guaranteed to produce market winners and lasting customer loyalty. AIM provides services to create The JTBD Pyramid Strategic Analysis as well as jobs-to-be-done training so that practitioners can build these powerful tools themselves.

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More about Scott Burleson:

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W. Scott Burleson is the creator of The JTBD Pyramid™, a framework that brings clarity to what truly drives customer behavior—across function, emotion, and identity. He is the author of two books on Jobs-to-be-Done:  The Jobs-to-be-Done Pyramid™ and The Statue in the Stone. He runs LearnPM.pro, a site dedicated to helping product managers think with greater structure and strategy.

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Scott’s background spans manufacturing, product management, software, and customer research. At John Deere, he led the strategy for the 1-Series tractors—one of the company’s most successful products. As a former Director at the Strategyn Institute, he learned directly from JTBD pioneer Tony Ulwick and has since taught and applied the methodology across industries.

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Today, Scott serves as Chief Product Officer at The AIM Institute, where he develops innovation tools, teaches workshops, and advises leaders on how to grow by understanding what customers truly seek—not just what they do, but who they wish to become.