Cohort 7

🚀 Learn customer JTBD principles & methods through an interactive ChatGPT case study (30+ scripts) using The Wheel of Progress® framework.

JOHN GUSIFF

CX Strategist

ChatGPT-driven Customer JTBD Research using B2C Case Study

lululemon athletica

G Adventures

Citi.com

ecobee

Gympass

🚀 This course will teach you the core principles and methods behind Customer Jobs-to-Be-Done (JTBD) research — leveraging the power of OpenAI's ChatGPT (Generative AI)! 🎉 BONUS 3RD SESSION just added! You'll learn:🔍 → How to create Synthetic Personas to evaluate customer progress through the eyes of individuals with different motivations, desires, avoidances, and jobs-to-be-done.🧠 → How to apply the Big Five Personality Traits model (Openness, Conscientiousness, Extraversion, Agreeableness, Neuroticism) to create three or more synthetic personas.🛠️ → The critical difference between Product-Market Fit and Language-Market Fit — focus, goal, indicators, and outcome.🎯 → How to use ChatGPT prompting to uncover Language-Market Fit across synthetic personas, testing headlines, sub-headlines, social proof, and features-as-benefits.📣 → How to apply what you learn about Language-Market Fit across your website, email marketing, and social media.. 🧑‍💻 Hands-on Case Study ExperienceWe'll work through a real-world case study using 30+ interactive ChatGPT prompting scripts (yours to keep!) to make the learning process fun and interactive. You'll also master 📚 The Wheel of Progress® Framework, covering the Cycle of Customer Progress:🌀 First Thought🕵️‍♂️ Passively Looking⚡ 1st Triggering Event🔎 Actively Looking⚡ 2nd Triggering Event🤔 Deciding✅ Hiring/Firing📱 Consuming♻️ Continuous Use 🛤️ You'll dive deep into identifying the Twelve (12) Elements of Progress:📅 Events🎯 Forces and Desires (habits, pushes, desires, avoidances, pulls, anxieties)🎯 Jobs, Pains, and Gains🧰 Solutions (core job, prior, in-conjunction, co-existing)🚧 Constraints (internal, external, temporal) Plus, you'll understand how Switching Behavior happens when promoting forces (pushes, desires, pulls) outweigh blocking forces (habits, avoidances, anxieties). 🧘‍♀️ Case Study Focus:You'll act as a researcher, product marketer, product manager, or experience designer, exploring the customer JTBD of "achieving mindfulness" through The Serenity App. 🎥 ALL SESSIONS RECORDED!By the end, you'll walk away ready to apply:✨ Customer Jobs-to-Be-Done✨ The Cycle of Customer Progress✨ Switching Behavior✨ Synthetic Personas✨ Language-Market Fit... directly to your organization or projects!

Learn and apply customer JTBD research using an interactive ChatGPT case study.

Anyone seeking to learn how to apply jobs-to-be-done research to drive better customer engagement and experience design.

The Digital Marketer seeking to better understand the customer journey from first thought (struggling moment) to continuous use (habit).

The Content Marketing Manager who wants to tailor messaging around the progress customers are seeking to make in their lives.

The Researcher who wants to understand the entire customer cycle of progress (first thought to continuous use/habit formation).

The Product Marketer seeking to gain a better understanding of switching behavior (pushes, pulls, habits, anxieties).

The UX Designer looking to broaden their understanding of customer's beyond their interaction with a digital product.

The Product Manager who wants to rethink product roadmaps based upon desired customer outcomes rather than features or outputs.

Who is this course for

What you’ll get out of this course

Quickly build a strong foundation for applying JTBD to brand, marketing, product, and service experiences.

📚 Master the principles and methods of Jobs-to-Be-Done (JTBD)

Understand how customers move from first thought to habitual use — and spot opportunities to influence them along the way.

🌀 Unlock the Wheel of Progress® and the Cycle of Customer Progress

Use powerful ChatGPT prompting scripts to reveal customer situational context, aspirations, functional jobs, emotional and social jobs, and desired outcomes.

🤖 Leverage ChatGPT to uncover deep customer insights

Pinpoint critical moments across the customer journey — from pains and gains to constraints, desires, and anxieties.

🛤️ Identify the 12 Elements of Customer Progress

Learn how pushes, pulls, habits, avoidances, and anxieties interact to drive (or block) customer decisions — and how to tip the balance.

⚡ Decode Switching Behavior and Motivation Forces

Design realistic personas by applying the Big Five Personality Traits, helping you simulate different customer mindsets for sharper research and messaging.

🧬 Create Synthetic Personas using the Big Five Traits

Adapt your websites, emails, and social media to match the way customers naturally think, talk, and decide — boosting engagement and conversions.

✍️ Achieve Language-Market Fit across your channels

You'll leave with practical tools and frameworks to uncover customer jobs, map progress, decode switching behavior, build synthetic personas, and sharpen your messaging for smarter growth. 🎯

🚀 Apply everything you learn directly to your own industry, product, or service.

You will get an introduction and overview to customer jobs-to-be-done leveraging The Wheel of Progress® framework:<ul><li>A Definition: Customer jobs-to-be-done</li><li>The Struggling Moment, Circumstance, and Progress</li><li>The Cycle of Customer Progress (First Thought to Continuous Use)</li><li>Solutions and Constraints</li><li>Taught using LIVE interactive ChatGPT prompt scripting</li></ul>

Introduction to Customer Jobs-to-be-done using The Wheel of Progress® framework 

Uncovering the twelve (12) elements of customer progress utilizing ChatGPT prompting scripts (interactive exercises):<ul><li>Customer Jobs, Pains and Gains</li><li>JTBD as a Process (a series of steps)</li><li>Forces and Desires (habits, pushes, desires, avoidances, pulls, anxieties)</li><li>Taught using LIVE interactive ChatGPT prompt scripting</li></ul>

Uncovering the Twelve Elements of Customer Progress with ChatGPT

Crafting your customer engagement strategy around The Wheel of Progress®:<ul><li>Grab their Attention (amidst noise and distraction)</li><li>Activate the Goal (to initiate momentum)</li><li>Build their Interest (in your solution)</li><li>Create the Desire (for your solution)</li><li>Persuade them to Take Action (hire your product/service)</li><li>Deliver an Impactful Experience</li><li>Taught using LIV</li></ul>

Formulating your Customer Engagement Strategy

Course syllabus: Three Sessions

Creator of The Wheel of Progress® Framework

What people are saying

Meet your instructor

1st Session: The Wheel of Progress® Framework and Cycle of Customer Progress 2nd Session: The Twelve Elements of Progress and Switching Behavior (additional topics)

Two Sessions (Tuesday and Thursday)

LIVE sessions held with the entire cohort enabling conversation and interaction during the course. Over 25+ ChatGPT prompt scripts around a tailored Case Study to help teach JTBD principles and methods. All activities performed during the class sessions. Pre-read materials.

LIVE Cohort Sessions with Interactive ChatGPT Exercises

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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