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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 to welcome William “Scott” Burleson, author of The Statue in the Stone: Decoding Customer Motivation with the 48 Laws of Jobs-to-be-Done Philosophy. This concept provides the language and tools to understand customer motivations. Moreover, it’s the most powerful model ever created for marketers, innovators, new product developers and executives to create value for customers.


William “Scott” Burleson has a diverse background in manufacturing engineering, product management and leadership for SaaS development. Furthermore, as a product manager for John Deere’s premium compact tractors, he led strategic marketing for the 1023E and 1025R models. Using the JTBD framework, these became two of Deere’s most successful products. Additionally, as the director of the Strategyn Institute, he worked alongside the best JTBD practitioners.

Today, as Senior Vice President for The AIM Institute, Burleson leads product development for Blueprinter® software. He also teaches innovation workshops using the New Product Blueprinting process and advises corporate leaders on JTBD principles. Moreover, he holds an MS in Management and a BS in Electrical Engineering from North Carolina State University.


February 23
12:00 pm - 1:00 pm
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Fitts-Woolard Hall – Room 4290
915 Partners Way
Raleigh, NC 27606
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