ChatGPT-driven Customer JTBD Research using B2C Case Study

3 Days


Cohort-based Course

Learn customer JTBD principles and methods via an interactive ChatGPT-based case study (25+ scripts) using The Wheel of Progress framework.

Course overview

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

This course will teach you the core principles and methods behind customer jobs-to-be-done (JTBD) based research leveraging the power of OpenAI's ChatGPT (Generative AI). We'll walk through The Wheel of Progress® framework, in a presentation format, teaching you about the cycle of customer progress, the twelve (12) elements of customer progress, and switching behavior. We'll leverage a tailored Case Study integrating over 25+ interactive ChatGPT prompting scripts into the learning process to make it both fun and interactive. You'll walk away with the knowledge to apply what you've learned within your organization.

Who is this course for


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.

What you’ll get out of this course

An introduction to customer jobs-to-be-done principles and methods

You'll get an introduction to customer jobs-to-be-done principles and methods in relationship to brand, marketing, product and service experiences.

Overview of The Wheel of Progress® framework

An introduction to The Wheel of Progress® and the Cycle of Customer Progress first thought (struggling moment) to continuous use (habit formation).

Uncover customer jobs-to-be-done leveraging the powerful capabilities of ChatGPT

You'll learn about the specific ChatGPT prompting language (interactive exercises) to utilize to uncover situational context, aspirations, the core functional job, emotional and social aspects, and desired customer outcomes.

The twelve (12) Elements of Customer Progress

You'll learn how to identify the twelve (12) elements of customer progress (customer jobs, pains, gains, events, solutions, constraints, desires, avoidances, pushes, pulls, habits, and anxieties).

Uncover the motivational forces and desires related to Switching Behavior

You’ll learn the specific ChatGPT prompting language (interactive exercises) to identify Forces and Desires (pushes, pulls, habits, anxieties, desires, avoidances) in relationship to 'switching behavior'.

This course includes

Interactive live sessions

Lifetime access to course materials

In-depth lessons

Direct access to instructor

Projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Expand all modules

    What people are saying

            We utilized the methods taught in this course to better understand our most important customers - their emotional connection to the brand and it's products. To better tailor our marketing messages and understand different loyalty drivers.
    Jackie Poriadjian-Asch

    Jackie Poriadjian-Asch

    Former CMO, Canada Goose
            We leveraged the jobs-to-be-done process to identify opportunities to improve our on-boarding experience, helping new Gympass members find the right plan, gym or studio for themselves along with getting started on their wellness journey.
    Minh Tran

    Minh Tran

    Senior Director of CX, Gympass
            The Forces and Desires Model taught in this course is like 'gold'. It helped us build a better understanding of homeowner motivations and switching behavior related to moving in, repairing, upgrading, maintaining or improving their home.
    Kyle Sandburg

    Kyle Sandburg

    Former VP Strategy,
            John has taught customer jobs-to-be-done based methods to clients across industries. He is skilled at both teaching and utilizing The Wheel of Progress® when conducting JTBD-based insights research.
    Eckhart Boehme

    Eckhart Boehme

    Creator of The Wheel of Progress® Framework

    Meet your instructor



    CX Strategist

    John Gusiff is the Managing Partner for Customer Centric Solutions LLC. He founded the company in 2002 after spending 15 years helping leading brands across B2C, B2B, and B2B2C industries, design and implement customer acquisition, engagement, service, and retention strategies.

    He is passionate about improving the lives of customers via human-centered design and design thinking methods. He leverages customer jobs-to-be-done (jtbd) insights research along with applied behavioral science when consulting with his clients.

    He has worked directly with executives in marketing, sales, product development, customer service and support functions to help them rethink how they better service their customers and implement the processes, organization, and technology to support it.

    Clients have included: American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.

    A pattern of wavy dots
    Join an upcoming cohort

    ChatGPT-driven Customer JTBD Research using B2C Case Study

    Cohort 4

    $179 USD


    Apr 2—4, 2024

    Payment Deadline

    Mar 30, 2024


    Bulk purchases

    Course schedule

    Two Sessions - 2 hrs per Session
    • Two Sessions (Monday 2/5 and Tuesday 2/6) + Office Hours

      7 am to 9 am PST

      1st Session: Overview of The Wheel of Progress® Framework

      2nd Session: The Twelve Elements of Progress and Switching Behavior

    • LIVE Cohort Sessions with Interactive ChatGPT Exercises

      All Sessions Recorded

      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.

    • Maven Community

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

    Free resource

    Switching Behavior

    Understand how both promoting forces and blocking forces are involved in switching behavior.

    Promoting forces must be greater than blocking forces before someone 'hires' your product or service.

    Review a simple case study example of how these six forces oppose each other in a typical consumer purchase decision (e.g., meal service).

    Get this FREE resource

    Learning is better with cohorts

    Learning is better with cohorts

    Active hands-on learning

    This course builds on live workshops and hands-on projects

    Interactive and project-based

    You’ll be interacting with other learners through breakout rooms and project teams

    Learn with a cohort of peers

    Join a community of like-minded people who want to learn and grow alongside you

    Frequently Asked Questions

    What happens if I can’t make a live session?
    What’s the refund policy?
    Is there presentation content along with the ChatGPT prompt scripts?
    A pattern of wavy dots
    Join an upcoming cohort

    ChatGPT-driven Customer JTBD Research using B2C Case Study

    Cohort 4

    $179 USD


    Apr 2—4, 2024

    Payment Deadline

    Mar 30, 2024


    Bulk purchases

    $179 USD

    3 Days