A deep dive into Advanced Topics from JTBD Thought Leaders

8 Days

·

Cohort-based Course

Take away advanced concepts around customer jobs-to-be-done theory from the experts. Become a better JTBD practitioner and researcher.

Consulted or taught JTBD at

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G Adventures
ecobee
Citibank

Course overview

The Customer JTBD Book Tour (Best of Topics)

We'll be covering what I view to be the most important topics covered across a collection of JTBD classics written about job theory and customer jobs-to-be-done research methods by various thought leaders.


Help make sense of the different JTBD frameworks, decide which version best suits your needs, and what it would take to adapt this framework.


I'll be covering 25+ different topics (JUST WOW!!) from each of the different thought leaders along with examples of how I've applied it in my client work in both B2C and B2B contexts. There isn't a compilation of JTBD knowledge like it.


What does Clayton Christensen have to say about:

-> The Innovation Problem

-> The Right Question

-> The Causal Mechanism

-> Customer Progress, Not Products

-> The Milkshake Story (Situational Context)

-> What isn't a Job

-> Jobs in the Wild/Job Hunting

-> Limitations of Job Theory

-> Bonus Topics (my takes): Discovering jobs-to-be-done by mapping the ecosystem


What does Alan Klement have to say about:

-> Creating a "new me" - Self Betterment

-> People have Jobs; Things Don't

-> Be goals vs. Do goals

-> Job Hierarchy

-> Bonus Topics (my takes): Job Hierarchy as Goals, sub-goals, tasks, and activities; the Experience Economy


What does Bob Moesta have to say about:

-> Demand-side vs. Supply-side Sales

-> The Struggling Moment

-> Five Key Principles

-> The JTBD Timeline

-> The Four Forces Model

-> Bonus Topics (my takes): How The Wheel of Progress® framework integrates and expands on these models (with B2C and B2B examples)


What does Jim Kalbach have to say about:

-> JTBD (who, what, how, why, when/where)

-> JTBD Principles and a "Way of Seeing"

-> The JTBD Canvas 2.0 with a focus on Main Job/Related Jobs, Outcome Statements, and Job Differentiators

-> JTBD Recipes and Play

-> Bonus Topics (my takes): Examples from my client work of the different JTBD Recipes and Plays in action


What does Tony Ulwick have to say about:

-> Idea-driven vs. Jobs-based Innovation

-> Types of Innovation

-> The Outcome-driven Innovation Process

-> Growth Strategy Matrix

-> The Market Definition Canvas

-> The Universal Job Map

-> Over-served and Under-served Jobs

-> Bonus Topics (my takes): Examples of Growth Strategy Matrix, Univeral Job Map, and JTBD Quantitative Research in practice


There continues to be some confusion around the different perspectives regarding JTBD. We'll clear it up for you.


I've been a practitioner of JTBD research for over a decade leveraging the principles and methods to inform how to better design experiences to drive brand connection, advocacy, and loyalty.


How to help customers make progress in their lives!

Who is this course for

01

Founders who want to drive growth and better understand customers.

02

Marketers who wish to better connect with their audience and find language-market fit.

03

Product Managers seeking to innovate products and better meet customer needs.

04

Researchers seeking to drive deeper insights through an understanding of customer progress.

05

Designers wanting to elevate user experience and build products people love.

What you’ll get out of this course

Deep Dive into JTBD Classics

Absorb key insights from seminal JTBD books, ensuring you grasp essential concepts and theories.

Focused and Practical Learning

Engage with carefully selected topics and concepts from each book, designed to enhance your understanding and application of JTBD principles.

Collaborative Environment

Connect with fellow JTBD enthusiasts and practitioners, creating opportunities for discussion, knowledge sharing, and professional networking.

Enhanced Practitioner Skills

Improve your ability to apply JTBD theory in real-world scenarios, making you a more effective researcher and practitioner.

Actionable Takeaways

Gain practical strategies and methodologies that you can immediately implement in your work to drive better customer understanding and innovation.

This course includes

4 interactive live sessions

Lifetime access to course materials

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

Sep 23—Sep 29

    Sep

    23

    Session 1: Customer JTBD Theoretical Frameworks

    Mon 9/236:00 PM—7:30 PM (UTC)

    Sep

    25

    Session 2: Getting more Practical as a JTBD Practitioner

    Wed 9/256:00 PM—7:30 PM (UTC)

    Sep

    27

    Q&A Session - JTBD Thought Leaders (covering both Sessions 1 and 2)

    Fri 9/275:00 PM—6:00 PM (UTC)

Week 2

Sep 30

    Sep

    30

    Session 3: Getting more Analytical and Additional Topics

    Mon 9/306:00 PM—7:30 PM (UTC)

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,

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A deep dive into Advanced Topics from JTBD Thought Leaders

Course schedule

Three Sessions (90 minutes each)

  • Three LIVE Cohort Session (90 minutes each)

    11:00 am - 12:30pm PST

    >> 1st Session: Customer JTBD Theoretical Frameworks


    >> 2nd Session: Getting more Practical as a JTBD Practitioner


    >> 3rd Session: Getting more Analytical and Strategic


    All Sessions Recorded.


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

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A deep dive into Advanced Topics from JTBD Thought Leaders