JTBD + BeSci is a powerful combination! They work together like Peanut Butter & Jelly, Mac & Cheese, Hot Cocoa & 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-> B -> 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.