Customer Jobs-to-be-Done Listening Skills
4.7
(10 ratings)
9 Days
·Cohort-based Course
Leverage The Wheel of Progress® to learn advanced listening skills (JTBD + BeSci) for conducting customer JTBD research.
Last chance to enroll
6
days
11
hours
59
mins
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.
01
A Startup Founder who wants to shorten the path to product-market fit.
02
The Marketer who wants to better tailor their messaging speaking to the core job-to-be-done, motivational forces, desires and avoidances.
03
A Product Owner who wants to prioritize and fall in love with the problem prior to thinking about the solution.
04
The Designer or Researcher who wants to better understand constraints or behavioral-based barriers to customer progress.
05
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 Customer Progress
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 in-depth review of The Wheel of Progress® Framework
A deep dive into The Wheel of Progress® framework covering the cycle of customer progress from first thought, passively looking, actively looking, deciding, hiring/firing, consuming, and continuous use.
Hands-on Practice developing jobs-to-be-done listening skills
Learn advanced jobs-to-be-done listening methods leveraging The Wheel of Progress® 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.
This course includes
3 interactive live sessions
Lifetime access to course materials
2 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.
Customer Jobs-to-be-Done Listening Skills
Course syllabus
Post-Course
Modules
- Session Two: Customer Progress and BeSci Barriers & ConstraintsSession Two: Customer Progress and BeSci Barriers & Constraints0 Lessons • 0 Projects
- Session One: The Wheel of Progress® and Listening ExercisesSession One: The Wheel of Progress® and Listening Exercises2 Lessons
4.7
(10 ratings)
What students are saying
What my clients and partners say ...
Jackie Poriadjian-Asch
Lauren Mitchell
Kyle Sandburg
Molly Chapman
Minh Tran
Eckhart Boehme
Massimo Ingegno
Meet your instructor
JOHN GUSIFF
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.
Join an upcoming cohort
Customer Jobs-to-be-Done Listening Skills
Cohort 7
$297 USD
Dates
Payment Deadline
Don't miss out! Enrollment closes in 7 days
Three Sessions LIVE Cohort Classes
Three Sessions, 2 hours each
Three Sessions (Thursday 5/2), Tuesday (5/7) and Friday (5/10)
Three Sessions 7 am to 9 am PST
We'll be meeting LIVE as a cohort walking through specific topics each session, some group discussion, and a combination of individual and group exercises.
LIVE Cohort Sessions with eight different JTBD Listening Exercises
All Sessions Recorded
Session 1: Overview of The Wheel of Progress (Cycle of Customer Progress)
Session 2: Customer Progress and BeSci Barriers & Constraints
Session 3: Review and feedback on Assignments plus Additional JTBD Topics
Maven Community
Leveraging the Maven community for posting announcements, reading materials, general discussion, and takeaways from the class
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?
Join an upcoming cohort
Customer Jobs-to-be-Done Listening Skills
Cohort 7
$297 USD
Dates
Payment Deadline
Don't miss out! Enrollment closes in 7 days