Cohort 1

Take away advanced concepts around customer jobs-to-be-done theory from the experts. Become a better JTBD practitioner and researcher.

JOHN GUSIFF

A deep dive into Advanced Topics from JTBD Thought Leaders

Honda

lululemon athletica

G Adventures

ecobee

Citibank

We'll be covering what I view to be the most important topics covered across a collection of JTBD classics written about job theory and customer jobs-to-be-done research methods by various thought leaders. Help make sense of the different JTBD frameworks, decide which version best suits your needs, and what it would take to adapt this framework. I'll be covering 25+ different topics (JUST WOW!!) from each of the different thought leaders along with examples of how I've applied it in my client work in both B2C and B2B contexts. There isn't a compilation of JTBD knowledge like it. What does&nbsp;Clayton Christensen&nbsp;have to say about:-&gt; The Innovation Problem-&gt; The Right Question-&gt; The Causal Mechanism-&gt; Customer Progress, Not Products-&gt; The Milkshake Story (Situational Context)-&gt; What isn't a Job-&gt; Jobs in the Wild/Job Hunting-&gt; Limitations of Job Theory-&gt; Bonus Topics (my takes): Discovering jobs-to-be-done by mapping the ecosystem What does&nbsp;Alan Klement&nbsp;have to say about:-&gt; Creating a "new me" - Self Betterment-&gt; People have Jobs; Things Don't-&gt; Be goals vs. Do goals-&gt; Job Hierarchy-&gt; Bonus Topics (my takes): Job Hierarchy as Goals, sub-goals, tasks, and activities; the Experience Economy What does&nbsp;Bob Moesta&nbsp;have to say about:-&gt; Demand-side vs. Supply-side Sales-&gt; The Struggling Moment-&gt; Five Key Principles-&gt; The JTBD Timeline-&gt; The Four Forces Model-&gt; Bonus Topics (my takes): How The Wheel of Progress® framework integrates and expands on these models (with B2C and B2B examples) What does&nbsp;Jim Kalbach&nbsp;have to say about:-&gt; JTBD (who, what, how, why, when/where)-&gt; JTBD Principles and a "Way of Seeing"-&gt; The JTBD Canvas 2.0 with a focus on Main Job/Related Jobs, Outcome Statements, and Job Differentiators-&gt; JTBD Recipes and Play-&gt; Bonus Topics (my takes): Examples from my client work of the different JTBD Recipes and Plays in action What does&nbsp;Tony Ulwick&nbsp;have to say about:-&gt; Idea-driven vs. Jobs-based Innovation-&gt; Types of Innovation-&gt; The Outcome-driven Innovation Process-&gt; Growth Strategy Matrix-&gt; The Market Definition Canvas-&gt; The Universal Job Map-&gt; Over-served and Under-served Jobs-&gt; Bonus Topics (my takes): Examples of Growth Strategy Matrix, Univeral Job Map, and JTBD Quantitative Research in practice There continues to be some confusion around the different perspectives regarding JTBD. We'll clear it up for you. I've been a practitioner of JTBD research for over a decade leveraging the principles and methods to inform how to better design experiences to drive brand connection, advocacy, and loyalty. How to help customers make progress in their lives!

The Customer JTBD Book Tour (Best of Topics)

Founders who want to drive growth and better understand customers.

Marketers who wish to better connect with their audience and find language-market fit.

Product Managers seeking to innovate products and better meet customer needs.

Researchers seeking to drive deeper insights through an understanding of customer progress.

Designers wanting to elevate user experience and build products people love.

Who is this course for

What you’ll get out of this course

Absorb key insights from seminal JTBD books, ensuring you grasp essential concepts and theories.

Deep Dive into JTBD Classics

Engage with carefully selected topics and concepts from each book, designed to enhance your understanding and application of JTBD principles.

Focused and Practical Learning

Connect with fellow JTBD enthusiasts and practitioners, creating opportunities for discussion, knowledge sharing, and professional networking.

Collaborative Environment

Improve your ability to apply JTBD theory in real-world scenarios, making you a more effective researcher and practitioner.

Enhanced Practitioner Skills

Gain practical strategies and methodologies that you can immediately implement in your work to drive better customer understanding and innovation.

Actionable Takeaways

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

Meet your instructor

&gt;&gt; 1st Session: Customer JTBD Theoretical Frameworks &gt;&gt; 2nd Session: Getting more Practical as a JTBD Practitioner &gt;&gt; 3rd Session: Getting more Analytical and Strategic All Sessions Recorded.

Three LIVE Cohort Session (90 minutes each)

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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