Pioneers of JTBD + BeSci Interviewing

Leverage The Wheel of Progress® to learn advanced listening skills (JTBD + BeSci) for conducting customer JTBD research.

JOHN GUSIFF

Customer Jobs-to-be-Done Listening Skills

Citi.com

Tripadvisor

TransAlta

Canada Goose

Honda

JTBD + BeSci is a powerful combination! They work together like Peanut Butter &amp; Jelly, Mac &amp; Cheese, Hot Cocoa &amp; Marshmallows. I've been teaching my clients how to leverage customer jobs-to-be-done based insights research for over a decade. It's a powerful approach to leverage when focused on customer development or product discovery. Just recently I discovered the power of integrating applied behavioral science leveraging the makeit toolkit into this approach and want to share what I've learned with anyone who wants to create better experiences for customers. Helping them overcome barriers to progress as they accomplish their jobs-to-be-done. We'll walk through The Wheel of Progress® framework, in a presentation format, teaching you about 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 also learn about identifying the twelve (12) different 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)- Contraints (internal, external, temporal) and the concept of Switching Behavior, where promoting forces (pushes, desires, pulls) must outweigh blocking forces (habits, avoidances, anxieties) for switching behavior to occur. You'll get an introduction to the Five Laws of Behavior: 1st Law: B=f(P*E) by Kurt Lewin; 2nd Law: B=f(S1,S2) by Daniel Kahneman; 3rd Law: A-&gt; B -&gt; C by B. F. Skinner; 4th Law: B=MAP by B. J. Fogg; and 5th Law: B=f(I,E) by Deci and Ryan. We'll be focused on applying both the 1st Law: B=f(P*E) and 4th Law: B=MAP in relationship to Barriers to Progress analysis. You'll learn how to listen for and identify 18 behavioral barriers to progress having to do with Motivation-related:- Procrastination- Fear of Failure- Personal Belief (Norms)- Personal Belief (Cost)- Action-Impact Gap- Status Quo Bias Ability-related:- Lack of Time- Lack of Skill- Lack of Tools- Hassle Factor- Lack of social Support- Choice Overload Prompt/Attention-related:- Anchor Bias- Lack of Information- Lack of Prompts (triggers)- Low Mental Bandwidth- Forgetfulness- Present Bias Each of these behavioral barriers to progress has the ability to prevent people from completing the Cycle of Progress. Some having to do with the Person and others having to do with the Environment in relation to the 1st Law of Behavior. It's a practical, hands-on class packed full of eight tailored JTBD + BeSci listening exercises: (1) Listening for Customer Jobs (B2C focused)(2) Listening for Customer Jobs (B2B focused)(3) Listening for Forces and Desires (habits, pushes, desires, avoidances, pulls, anxieties)(4) Listening for Events as part of the Cycle of Progress (first thought, 1st triggering event, 2nd triggering event, hiring/firing, continuous use)(5) Listening for Constraints (internal, external, temporal) that influence the Solution Set(6) Listening for Solutions (prior, core functional job, considered, for progress, in conjunction)(7) Listening for Jobs, Pains and Gains(8) Listening for Behavioral Barriers to Progress (person, environment, motivation, ability, prompt/attention) You'll listen to a combination of advertisements and actual JTBD interviews practicing different JTBD listening skills. My clients have included: American Honda, Canada Goose, Citibank, ecobee, G Adventures, Gympass, Humana, lululemon athletica, Modesens, Porch, Royal Ambulance, Shaklee, and TransAlta.

Customer Jobs-to-be-Done Listening Skills (JTBD + BeSci ) 

A Startup Founder who wants to shorten the path to product-market fit.

The Marketer who wants to better tailor their messaging speaking to the core job-to-be-done, motivational forces, desires and avoidances.

A Product Owner who wants to prioritize and fall in love with the problem 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).

To go beyond simply understanding jobs-to-be-done principles to building the necessary skillsets to apply it in your organization.

What you’ll get out of this course

Learn about different perspectives related to job theory and how to best apply it given your industry, company, product or service offering, and your role or function within the organization.

An Introduction to Job Theory and Customer Progress

A deep dive into The Wheel of Progress®&nbsp;framework covering the cycle of customer progress from first thought, passively looking, actively looking, deciding, hiring/firing, consuming, and continuous use.

An in-depth review of The Wheel of Progress® Framework

Learn advanced jobs-to-be-done listening methods leveraging The Wheel of Progress® framework. How to listen for and capture the twelve (12) elements of customer progress.

Hands-on Practice developing jobs-to-be-done listening skills

Learn about the five laws of behavioral science. Get an introduction to eighteen (18) unique behavioral science informed barriers to customer progress related to motivation, ability, and prompt.

How to leverage Applied Behavioral Science alongside JTBD-based Methods

Seeing and understanding your customers through the lens of jobs-to-be-done and applied behavioral science will make you a better founder, marketer, product manager, designer, researcher, and/or customer advocate.

Become more Customer Focused in whatever Role you perform within the Organization

You will get a comprehensive overview of job theory, core principles, different perspectives regarding jobs-to-be-done, and its application across the enterprise.<ul><li>A Definition: Customer Job to be Done</li><li>Core Principles of Job Theory</li><li>Goal or Job Hierarchy</li><li>Different Perspectives</li><li>Types of Customer Jobs</li><li>The Customer</li><li>Application across the Enterprise</li></ul>

Job Theory and Its' Application

You will learn about the The Wheel of Progress® framework along with how it will be utilized when conducting customer jobs-to-be-done interviews:<ul><li>The Wheel of Progress® framework (awareness, expectations, trade-offs, experience)</li><li>The Cycle of Customer Progress (First Thought to Continuous Use)</li><li>Multiple Cycles of Progress with different Solutions</li></ul>

The Wheel of Progress®

You will learn about the twelve elements of customer progress, switching behavior, constraints and behavioral-based barriers to progress.<ul><li>The 12 Elements of Customer Progress</li><li>First Thought or Struggling Moment</li><li>Switching Behavior (Hiring/Firing)</li><li>Promoting and Blocking Forces to Customer Progress</li><li>Constraints and Barriers to Progress</li><li>Continuous Use</li></ul>

Customer Progress and BeSci Barriers & Constraints

You will learn how to plan out your JTBD Insights Research from start to finish as well as selecting your Case Study so that you can apply what you've learned.<ul><li>The Focus of your Research</li><li>Planning your JTBD Insights Research</li><li>Target Segments and Recruitment</li><li>The Interview Guide and Process</li><li>Selecting your Case Study</li></ul>

The End to End Process for JTBD Insights Research

You will select a Case Study as a Team to plan and execute applying what you've learned during the course.<ul><li>Planning your JTBD Insights Research</li><li>Creating the Interview Guide for your Case Study</li><li>Conducting your JTBD Interviews</li><li>Synthesizing what you Heard during Interviews</li></ul>

Applying it all around Case Study of your Choice (Teams)

You will present alongside your Team the results of your JTBD Insights Research Case Study receiving feedback from the group.<ul><li>Presenting your Case Study</li><li>Feedback from the Group</li><li>Summary recap of the Course</li><li>Staying Connected</li></ul>

Showcasing your Case Study

Customer jobs-to-be-done Insights Research + Applied Behavioral Science

Former VP Customer Experience and Marketing, G Adventure Travel

Creator of The Wheel of Progress® Framework

What my clients and partners say ...

Meet your instructor

We'll be meeting LIVE as a cohort walking through specific topics each session, some group discussion, and a combination of individual and group exercises.

Three LIVE Cohort Sessions + Homework Assignments

Session 1: Overview of The Wheel of Progress (Cycle of Customer Progress) Session 2: Customer Progress and BeSci Barriers &amp; Constraints Session 3: Review and feedback on Assignments plus Additional JTBD Topics

LIVE Cohort Sessions with eight different JTBD Listening Exercises

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

Maven Community

Three Sessions LIVE Cohort Classes

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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