Cohort 4

Upgrade your JTBD interviewing game.
Learn the full process— from planning to execution—practice interviews that uncover customer progress.

JOHN GUSIFF

CX Strategist

Customer JTBD Interviewing Skills

Acquire the Skills to Run Customer JTBD Interviews with Confidence 🔍 Stop guessing why customers buy. Instead, learn how to uncover the real stories of progress that shape decisions. Most customer interviews fall short. Why? Because teams often:❌ Ask about features instead of struggles❌ Accept surface-level answers❌ Miss the non-obvious jobs that drive switching behavior This hands-on Customer JTBD Interviewing Skills course helps you break those habits and master a repeatable, end-to-end JTBD Research Process. You won’t just “learn the theory”—you’ll practice it live, using a real-world case study of your choice, and walk away with insights you can 💡 immediately apply to product, marketing, and sales decisions. What You’ll Learn (and Practice) 🧠 Formulate Better HypothesesStop chasing assumptions. Learn how to craft hypotheses that uncover motivations and struggles to make progress—not just product ideas. 🎯 Plan + Recruit with PrecisionDiscover overlooked contexts and triggers that make or break interviews. Recruit participants who reveal the full spectrum of jobs—including the hidden ones. 📝 Use Structured Storytelling PromptsMove beyond “Tell me about yourself.” Practice interview cards and prompts (life events, triggers, retell in detail, playback) that pull customers into narrative mode and reveal hidden forces. 🤝 Run Team-Based JTBD InterviewsSplit facilitator vs. listener roles to capture richer insights. Leverage The Wheel of Progress® framework to uncover drivers of behavior most teams overlook. 🌱 Spot Non-Obvious Jobs &amp; PatternsTrain your ear to hear what others miss: anxieties, habits, switching triggers, and compensating behaviors. Then synthesize them into clear demand clusters and opportunity areas. ✍️ Write Desire for Progress Statements That StickGo beyond personas. Create living, testable progress statements that capture what customers are really trying to achieve—and directly align with product, marketing, and sales. BONUS MATERIALS:- Get Customer JTBD Mural Board for conducting customer jobs-to-be-done research using The Wheel of Progress(R)- Get the 12 Elements of Progress listening framework for conducting team-based interviews- Get Customer JTBD Card Deck (62 digital cards) color-coded to match 12 Elements of Progress (additional $149 VALUE)

Aquire the skills and methods to perform Customer JTBD interviews yourself:

The Marketer who wants to better tailor their messaging to the core jobs-to-be-done (aspirational, functional, emotional, social)

A Product Manager who wants to fall in love with problem (based upon jTBD research) prior to thinking about the solution.

The Designer or Researcher who wants to better understand constraints or behavioral-based barriers to customer progress.

The Product Trio (PM, UX, Tech) who want to learn how to improve the customer interview process as a team (multiple perspectives).

Who is this course for

What you’ll get out of this course

Learn a repeatable framework for planning and conducting customer interviews that actually uncover why people switch.

🎯 Master the full E2E JTBD Research Process

Step into the room as both the one asking questions and the one catching nuance — so you never miss hidden insights.

🧑‍🤝‍🧑 Practice both facilitator + listener roles

Learn how to plan, structure, and execute team-based interviews that eliminate bias and capture a richer picture of customer struggles.

🛠️ Run JTBD interviews as a team

Turn messy raw conversations into clear patterns of demand, progress, and opportunity.

🧠 Aggregate and synthesize insights across interviews

Learn to hear the anxieties, compensating behaviors, and hidden triggers buried in customer stories.

🔦 Spot non-obvious jobs competitors miss

Craft statements that capture real customer intent — language you can plug directly into product roadmaps, marketing copy, and sales enablement.

📝 Formulate Desire for Progress Statements that stick

No more overlooking context, stopping at surface answers, or asking solution-led questions.

🚀 Confidence in avoiding the top 5 interviewing mistakes

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

Creator of The Wheel of Progress® framework

What people are saying

Meet your instructor

This course is designed for multiple Teams to each go through a Case Study of their collective choice from start to finish. Planning, conducting, and synthesizing findings across two to four customer JTBD interviews.

Four Cohort Sessions

Outside of LIVE cohort class sessions to provide guidance and direction, educate on methods, check-in, and review share outs by each team. An additional 6 to 8 hours will be required by your Teams to recruit participants, conduct the interviews, and synthesize findings.

The Case Study Itself

Leveraging the Maven community for posting announcements, reading materials, general discussion, and takeaways from the class.

Maven Community

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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About this course

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