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.
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.
Today, Scott serves as Chief Product Officer at The AIM Institute.