By the end of this course, you will experience a complete transformation in how you approach customer behavior, decision-making, and product/service development.

You'll learn the strengths and weaknesses of the three core customer jobs-to-be-done frameworks in the marketplace:

- Ulwick's Outcome-Driven Innovation Framework;

- Kalbach's JTBD Canvas 2.0; and

- Boehme's Wheel of Progress® framework.

How they stand up (and compare) when tackling different goals and objectives, use cases, related to product innovation, job mapping, experience design, and customer progress design.

You'll get practical, hands-on use of each framework through a collection of ChatGPT prompt engineering exercises built around select B2C and B2B case studies.

Here’s how:

Shift from Product-Centric to Progress-Centric Thinking

- Move beyond focusing on product features and demographics.

- Understand that customers hire products to make progress in their lives.

- Learn to design products and services that meet specific customer jobs and outcomes.

Master Practical JTBD Frameworks

- Learn three key frameworks: Ulwick’s Outcome-Driven Innovation (ODI), Kalbach’s JTBD Canvas, and Boehme’s Wheel of Progress®.

- Confidently apply the right framework for product innovation, journey mapping, and behavioral analysis.

- Gain tools to map customer journeys, uncover unmet needs, and prioritize opportunities.

Improve Decision-Making with Deeper Customer Insights

- Understand the Forces of Progress that drive customer decisions (habits, pushes, desires, avoidances, pulls, anxieties).

- Learn to address barriers to adoption and motivate customers to choose your solution.

- Make better strategic decisions by grounding them in behavioral and emotional insights.

Identify and Prioritize High-Impact Opportunities

- Use Kalbach's JTBD Canvas 2.0 to map out the end-to-end experience.

- Use Ulwick’s ODI framework to quantify customer needs and calculate Opportunity Scores.

- Learn how to prioritize features and innovations based on customer outcomes, focusing on what delivers the most value.

Gain Expertise in Emotional and Behavioral Drivers

- Understand the emotional and social dimensions that influence purchasing decisions.

- Identify key moments of struggle and progress using the Wheel of Progress®.

- Design solutions that resonate not just functionally, but emotionally and behaviorally.

Select and Apply the Right JTBD Framework with Confidence

- Get clarity on when and how to use each framework based on your goals and team needs.

- Confidently lead cross-functional teams through the JTBD process, aligning efforts around customer progress.

-

By the end, you’ll have a strategic toolkit to create products and services that genuinely help customers make progress, while improving your ability to innovate, map customer journeys, and prioritize the right opportunities for growth.