Cohort 2

By the end of this course, you’ll shift from a product-focused mindset to a customer progress and outcomes-oriented mindset.

JOHN GUSIFF

Customer JTBD Frameworks and Methods

By the end of this course, you will experience a complete transformation in how you approach customer behavior, decision-making, and product/service development. You'll learn the strengths and weaknesses of the three core customer jobs-to-be-done frameworks in the marketplace:- Ulwick's Outcome-Driven Innovation Framework;- Kalbach's JTBD Canvas 2.0; and- Boehme's Wheel of Progress® framework. How they stand up (and compare) when tackling different goals and objectives, use cases, related to product innovation, job mapping, experience design, and customer progress design. You'll get practical, hands-on use of each framework through a collection of ChatGPT prompt engineering exercises built around select B2C and B2B case studies. Here’s how: Shift from Product-Centric to Progress-Centric Thinking - Move beyond focusing on product features and demographics. - Understand that customers hire products to make progress in their lives. - Learn to design products and services that meet specific customer jobs and outcomes. Master Practical JTBD Frameworks - Learn three key frameworks: Ulwick’s Outcome-Driven Innovation (ODI), Kalbach’s JTBD Canvas, and Boehme’s Wheel of Progress®. - Confidently apply the right framework for product innovation, journey mapping, and behavioral analysis. - Gain tools to map customer journeys, uncover unmet needs, and prioritize opportunities. Improve Decision-Making with Deeper Customer Insights - Understand the Forces of Progress that drive customer decisions (habits, pushes, desires, avoidances, pulls, anxieties). - Learn to address barriers to adoption and motivate customers to choose your solution. - Make better strategic decisions by grounding them in behavioral and emotional insights. Identify and Prioritize High-Impact Opportunities - Use Kalbach's JTBD Canvas 2.0 to map out the end-to-end experience. - Use Ulwick’s ODI framework to quantify customer needs and calculate Opportunity Scores. - Learn how to prioritize features and innovations based on customer outcomes, focusing on what delivers the most value. Gain Expertise in Emotional and Behavioral Drivers - Understand the emotional and social dimensions that influence purchasing decisions. - Identify key moments of struggle and progress using the Wheel of Progress®. - Design solutions that resonate not just functionally, but emotionally and behaviorally. Select and Apply the Right JTBD Framework with Confidence - Get clarity on when and how to use each framework based on your goals and team needs. - Confidently lead cross-functional teams through the JTBD process, aligning efforts around customer progress. -By the end, you’ll have a strategic toolkit to create products and services that genuinely help customers make progress, while improving your ability to innovate, map customer journeys, and prioritize the right opportunities for growth.

How to utilize Top 3 Jobs-to-be-done (JTBD) Frameworks

Product Managers and Innovators looking to uncover and prioritize unmet customer needs to drive product innovation and market success.

Customer Experience (CX) and UX Designers who want to map customer journeys more effectively to address why people 'hired' the product.

Marketers and Behavioral Analysts who need to create messaging that resonates with customer progress, motivations, and emotional drivers.

Business Strategists aiming to apply JTBD insights to gain a competitive advantage and align teams around clear customer goals and needs.

Entrepreneurs interested in developing products or services that meet real customer jobs, avoiding the pitfalls of feature-focused methods.

Who is this course for

What you’ll get out of this course

What is Job Theory? It's origins. Core concepts related to identifying the struggling moment, situational context, customer progress (not products), job types, and outcomes.

An Introduction to Job Theory

An overview of the three core frameworks for customer jobs-to-be-done research: Ulwicks Outcome-Driven Innovation, Kalbachh's JTBD Canvas 2.0, and Boehme's Wheel of Progress® (informed by the work of Bob Moesta).

An overview of the three core JTBD frameworks

A deep dive into the Outcome-Driven Innovation framework leveraging ChatGPT prompt engineering to demonstrate it's strength's and weaknesses centered around a specific case study.

A deep dive into Ulwick's Outcome-Driven Innovation framework (ChatGPT-driven)

A deep dive into the JTBD Canvas 2.0 framework leveraging ChatGPT prompt engineering to demonstrate it's strength's and weaknesses centered around a specific case study.

A deep dive into Kalbach's JTBD Canvas 2.0 framework (ChatGPT-driven)

A deep dive into the Wheel of Progress® framework leveraging ChatGPT prompt engineering to demonstrate it's strength's and weaknesses centered around a specific case study.

A deep dive into Boehme's Wheel of Progress®  framework (ChatGPT-driven)

Determining which JTBD Framework is best for your use case based upon your problem space and key outcomes. Matching your goals to the 'best fit' framework and its associated strengths/weaknesses.

Selecting the right Customer JTBD Framework for your Use Case

Provide a brief description for each module as a way to sell the value of what students will be learning throughout the course.

First Module

Second Module

Third Module

Course syllabus

B2B Product Marketing, Pivoting Strategies LLC

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Meet your instructor

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May 7, 2022

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Weekly projects

Course schedule

This course builds on live workshops and hands-on projects

Active hands-on learning

You’ll be interacting with other learners through breakout rooms and project teams

Interactive and project-based

Join a community of like-minded people who want to learn and grow alongside you

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