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JTBD and BeSci for more insightful Customer Research


(5 ratings)


6 Weeks


Cohort-based Course

Learn how to conduct jobs-to-be-done interviews using The Wheel of Progress® and identify behavioral-based barriers to customer progress.

Hosted by


John Gusiff is the Managing Partner for Customer Centric Solutions LLC.

Course overview

JTBD + BeSci for more insightful Customer Interviews

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 just under 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.

My clients have included: American Honda, Canada Goose, Citibank, ecobee, G Adventures, Gympass, Humana, lululemon athletica, Modesens, Porch, Royal Ambulance, Shaklee, and TransAlta.

To go beyond simply understanding jobs-to-be-done principles to building the necessary skillsets to apply it in your organization.


A Startup Founder who wants to shorten the path to product-market fit.


The Marketer who wants to better tailor their messaging speaking to the core job-to-be-done, motivational forces, desires and avoidances.


A Product Owner who wants to prioritize and fall in love with the problem prior to thinking about the solution.


The Designer or Researcher who wants to better understand constraints or behavioral-based barriers to customer progress.


The Product Trio (PM, UX, Tech) who want to learn how to improve the customer interview process as a team (multiple perspectives).

What you’ll get out of this course

An Introduction to Job Theory and It's Application

Learn about different perspectives related to job theory and how to best apply it given your industry, company, product or service offering, and your role or function within the organization.

An Understanding of the end-to-end process for JTBD-based Insights Research

Learn the step by step process for planning, recruiting participants, preparing for interviews, conducting interviews, analyzing and synthesizing findings from customer jobs-to-be-done insights research.

Hands-on Practice performing Customer Jobs-to-be-done Interviews

Either as an individual or a team (product trio), learn and actually practice how to conduct more effective customer jobs-to-be-done interviews leveraging The Wheel of Progress® listening framework. How to listen for and capture the twelve (12) elements of customer progress.

How to leverage Applied Behavioral Science alongside JTBD-based Methods

Learn about the five laws of behavioral science. Get an introduction to eighteen (18) unique behavioral science informed barriers to customer progress related to motivation, ability, and prompt.

Become more Customer Focused in whatever Role you perform within the Organization

Seeing and understanding your customers through the lens of jobs-to-be-done and applied behavioral science will make you a better founder, marketer, product manager, designer, researcher, and/or customer advocate.


(5 ratings)

What my clients and partners say ...

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

Jackie Poriadjian-Asch

Former CMO, Canada Goose
        "Leveraging JTBD-based insights research helped us uncover the different motivations for adventure travel, why people choose (or not) G Adventure, along with the outcomes people are seeking to accomplish from dreaming about their trip to booking their tour to preparing for travel to the travel experience itself (along with sharing/remembering it)."
Lauren Mitchell

Lauren Mitchell

Former VP Customer Experience and Marketing, G Adventure Travel
        "The Four Forces 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, Porch.com
         “Conducting jobs-to-be-done interviews across different luxury persona helped us uncover unmet needs related to finding inspiration, discovering new brands, shopping for an item, shopping for an outfit, finding good deals and getting the type of VIP experience they expect.“
 Molly Chapman

Molly Chapman

Former Head of Product, Modesens
        "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
        “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
        “John brings expertise and understanding around how the concepts of customer jobs-to-be-done and applied behavioral science can be work together as part of Design Thinking methods.”
 Massimo Ingegno

Massimo Ingegno

Founder Make it Toolkit

Meet your instructor



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.

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JTBD and BeSci for more insightful Customer Research

Customer jobs-to-be-done Insights Research + Applied Behavioral Science


Job Theory and Its' Application

You will get a comprehensive overview of job theory, core principles, different perspectives regarding jobs-to-be-done, and its application across the enterprise.

  • A Definition: Customer Job to be Done
  • Core Principles of Job Theory
  • Goal or Job Hierarchy
  • Different Perspectives
  • Types of Customer Jobs
  • The Customer
  • Application across the Enterprise


The Wheel of Progress®

You will learn about the The Wheel of Progress® framework along with how it will be utilized when conducting customer jobs-to-be-done interviews:

  • The Wheel of Progress® framework (awareness, expectations, trade-offs, experience)
  • The Cycle of Customer Progress (First Thought to Continuous Use)
  • Multiple Cycles of Progress with different Solutions


Customer Progress and BeSci Barriers & Constraints

You will learn about the twelve elements of customer progress, switching behavior, constraints and behavioral-based barriers to progress.

  • The 12 Elements of Customer Progress
  • First Thought or Struggling Moment
  • Switching Behavior (Hiring/Firing)
  • Promoting and Blocking Forces to Customer Progress
  • Constraints and Barriers to Progress
  • Continuous Use


The End to End Process for JTBD Insights Research

You will learn how to plan out your JTBD Insights Research from start to finish as well as selecting your Case Study so that you can apply what you've learned.

  • The Focus of your Research
  • Planning your JTBD Insights Research
  • Target Segments and Recruitment
  • The Interview Guide and Process
  • Selecting your Case Study


Applying it all around Case Study of your Choice (Teams)

You will select a Case Study as a Team to plan and execute applying what you've learned during the course.

  • Planning your JTBD Insights Research
  • Creating the Interview Guide for your Case Study
  • Conducting your JTBD Interviews
  • Synthesizing what you Heard during Interviews


Showcasing your Case Study

You will present alongside your Team the results of your JTBD Insights Research Case Study receiving feedback from the group.

  • Presenting your Case Study
  • Feedback from the Group
  • Summary recap of the Course
  • Staying Connected

Six Weeks LIVE Cohort Classes

2 Hours per Week plus Homework
  • Weekly Sessions (Six Weeks - 9/7 to 10/12)

    Every THURSDAY 2 pm to 4 pm PST

    We'll be meeting weekly as a group, every THURSDAY, walking through specific topics each session, some group discussion, and a combination of individual and group exercises.

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?
I work full-time, what is the expected time commitment?
What’s the refund policy?
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JTBD and BeSci for more insightful Customer Research