Scott Burleson
Scott 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: 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.