Loading Events

« All Events

  • This event has passed.

Think and Lead Seminar Series: Scott Burleson

February 23 @ 12:00 pm - 1:00 pm

A headshot of Scott Burleson in front of a black background

Join us as we welcome Scott Burleson, senior vice president at the AIM Institute, to the MEM Program’s Think and Lead Seminar Series as he discusses the “Jobs-to-be-Done Philosophy.” This concept provides the language and tools to understand a customer’s motivations. It’s the most powerful model ever created for the marketer, the innovator, the new product developer or the executive to create value for customers.


William “Scott” Burleson is the author of The Statue in the Stone: Decoding Customer Motivation with the 48 Laws of Jobs-to-be-Done Philosophy. He has a diverse professional background in manufacturing engineering, product management, voice-of-the-customer training and leadership for SaaS development. As product manager for John Deere’s premium compact tractors, he led strategic marketing for the 1023E and 1025R tractors. With the foresight that only a JTBD framework can provide, these would become two of Deere’s most successful products in its long history. ​As Director of the Strategyn Institute, he worked alongside the world’s best JTBD practitioners. Strategyn, founded by pioneer Tony Ulwick, is ground zero for Jobs-to-be-Done philosophy.

​Today, as Senior Vice President for The AIM Institute, Burleson leads product development for Blueprinter® software, teaches workshops on innovation using the New Product Blueprinting process, and advises corporate leaders and practitioners on growth via JTBD principles.

He has an MS in Management and a BS in Electrical Engineering from North Carolina State University.


February 23
12:00 pm - 1:00 pm
Event Category:
Event Tags:
, , ,


Fitts-Woolard Hall – Room 4290
915 Partners Way
Raleigh, NC 27606
+ Google Map