JTBD Research for Startups

I'm Brian Rhea and I've worked with innovation teams at companies like LEGO, Minecraft, and Sphero to conduct, analyze, and quantify customer insights using Jobs to Be Done.

If your startup needs help getting out of a rut and back into a groove, let’s talk. I can help.


Hire Brian Rhea. The dude is seriously creative.

—Brad Feld


Brian is a genius and should be charging $800 an hour for the thoughtfulness and creative leadership he brings to a team. For years now, he's one of my favorite designers to partner with on projects.

—Andy Stone


Brian is an innovative thinker and creative genius. He has a high level of integrity and is a pleasure to work with.

—Julie Ayala

Who Am I?

When we work together, I bring the full range of my professional and personal experiences to help your team get to the heart of your customer's Job to Be Done.

Reach out! Let's find a time to chat.


Brian is a hard worker, committed to whatever he finds himself engaged with and very easy to work with. He encourages others and always leads with a cheerful heart and a great attitude.

—Jennifer Lefforge


Brian is the most gifted JTBD expert with whom I have had the opportunity to work. He brings a deep and intuitive appreciation for the outcomes that a user is trying to achieve. Brian’s methodical and thoughtful approach to developing applications is rare and incredibly valuable.

—Ryan Hunter


Brian is one of the most discriminating product professionals I know. He’s developed a methodical framework for evaluating what features should belong in a product and what features should be killed.

—Jason Hall

What's the Process?

I will help you understand your customer's Job to Be Done by:

Sound good? Let's get started.