Courses
Multi-day, guided programs to get real results

Choosing the Right JTBD Framework for Growth, Product, and Experience
By the end of this course, you’ll shift from a product-focused mindset to a customer progress and outcomes-oriented mindset.

Quantitative JTBD Methods for Smarter Product & Experience Decisions
Learn Advanced JTBD quantitative methods that prioritize opportunity, guide product roadmaps, and shape exceptional customer experiences.

Customer Jobs-to-be-Done Fundamentals
Leverage The Wheel of Progress® to learn advanced listening skills (JTBD + BeSci) for conducting customer JTBD research.


GenAI-powered Behavioral Design Sprint using Make It Toolkit
Master GenAI powered human-centered experience design using the Makeit toolkit for effective behavioral product & service design.
Workshops
Single-day, hands-on sprints to practice new skills
Lightning Lessons
Free, interactive sessions to explore new topics

From Product-Led Growth (PLG) to Progress-Led Trust (PLT)


GTM Which Business Loops Matter Most by Stage of Growth


The Six Moat Combinations and the Business Loops Behind Them

GTM The Psychology of Demand


A Case Study: JTBD as Progress -> JTBD as Process


JTBD in the Wild: Discovering Demand and Opportunity
Services
Get direct, personalized support
Resources
Tools and downloads

The JTBD Field Guide - Switching Interviews
The practitioner's guide to JTBD switching interviews - from surface story to causal truth.
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The Stacking Moats Playbook
A complete diagnostic system for evaluating where your business actually compounds — and where it doesn't.
Get resource
The Wheel of Progress Framework
Get the free resource
The Wheel of Progress Framework(R)
Get the free resource


