Customer Jobs-to-be-Done Listening Skills

4.8 (14)

·

8 Days

·

Cohort-based Course

Leverage The Wheel of Progress® to learn advanced listening skills (JTBD + BeSci) for conducting customer JTBD research.

Citi.com
Tripadvisor
TransAlta
Canada Goose
Honda

Course overview

Customer Jobs-to-be-Done Listening Skills (JTBD + BeSci )

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.

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.

Course syllabus

Week 1

Jan 9—Jan 12

    Jan

    9

    Session 1: Overview of The Wheel of Progress (Cycle of Customer Progress)

    Thu 1/98:00 PM—10:00 PM (UTC)

    Presentation Topic: Job Theory and Customer Progress

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    Presentation Topic: Jobs as Progress vs. Jobs as Activities

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    Presentation Topic: Job Hierarchy

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    Presentation Topic: Design Thinking and The Wheel of Progress(R) Framework

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    Presentation Topic: Job Types (aspirational, functional, emotional, social)

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    In Class: JTBD Assignment #1 Job Types (B2C advertisement)

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    Homework: JTBD Assignment #2 Job Types (B2B advertisement)

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    Presentation Topic: Forces and Desires (Switching Behavior)

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    In Class: JTBD Assignment #3 Forces and Desires (Personal 'Hiring' Experience)

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    Presentation Topic: The Cycle of Progress and associated Events

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    Presentation Topic: Multiple Cycles of Progress

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    Homework: JTBD Assignment #4 Events, Forces & Desires, Solutions

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    READ: HBR Article Know you Customer’s Jobs to Be Done

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    READ: Jobs as Progress vs. Jobs as Activities

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Week 2

Jan 13—Jan 17

    Jan

    14

    Session 2: Customer Progress and BeSci Barriers & Constraints

    Tue 1/148:00 PM—10:00 PM (UTC)

    Quick Review: Customer Progress and Job Types

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    Group Review: JTBD Assignments #1 and #2 Customer Job Types (B2C and B2B)

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    Quick Review: Forces and Desires (Switching Behavior)

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    Group Review: JTBD Assignment #4 Events, Forces & Desires, Solutions

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    Presentation Topic: Constraints (Internal, External, and Time-based)

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    Homework: JTBD Assignment #5 Constraints (Internal, External, Time-based)

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    Presentation Topic: Solutions (hired, prior, considered, make progress, etc.)

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    Homework: JTBD Assignment #6 Solutions (hired, prior, considered, etc.)

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    Presentation Topic: Customer Jobs, Pains and Gains

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    Presentation Topic: Job Statements (writing them), Do's and Dont's

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    Homework: JTBD Assignment #7 Identifying Jobs, Pains and Gains

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    Presentation Topic: Make It Toolkit for Behavioral Design and 5 Laws of Behavior

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    Presentation Topic: Barriers to Customer Progress (Motivation, Ability, Prompt)

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    Homework: JTBD Assignment #8 Identify Behavioral Barriers to Progress

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    Jan

    17

    Session 3: Customer Progress and JTBD Listening, Additional Topics, other Courses

    Fri 1/176:00 PM—8:00 PM (UTC)

    Other Customer JTBD Learning Opportunities

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    Presentation Topic: Core Principles of Job Theory (eight of them)

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    Presentation Topic: The Behavioral Audit (different contexts)

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    Presentation Topic: Customer Types to consider when doing JTBD Research

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    Presentation Topic: Customer JTBD Prioritization Methods

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4.8 (14 ratings)

What students are saying

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

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.

A pattern of wavy dots

Join an upcoming cohort

Customer Jobs-to-be-Done Listening Skills

Cohort 10

$365

Dates

Jan 9—17, 2025

Payment Deadline

Jan 8, 2025
Get reimbursed

Three Sessions LIVE Cohort Classes

Three Sessions, 2 hours each

  • Three LIVE Cohort Sessions + Homework Assignments

    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

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

A pattern of wavy dots

Join an upcoming cohort

Customer Jobs-to-be-Done Listening Skills

Cohort 10

$365

Dates

Jan 9—17, 2025

Payment Deadline

Jan 8, 2025
Get reimbursed

$365

4.8 (14)

·

8 Days