GTM The Psychology of Demand
Hosted by John Gusiff
Wed, Mar 25, 2026
5:00 PM UTC (45 minutes)
Virtual (Zoom)
Free to join
Go deeper with a course
Choosing the Right JTBD Framework for Growth, Product, and Experience
JOHN GUSIFF
John Gusiff is the Managing Partner for Customer Centric Solutions LLC.
Wed, Mar 25, 2026
5:00 PM UTC (45 minutes)
Virtual (Zoom)
Free to join
Go deeper with a course
Choosing the Right JTBD Framework for Growth, Product, and Experience
JOHN GUSIFF
John Gusiff is the Managing Partner for Customer Centric Solutions LLC.
What you'll learn
Demand-Side vs. Supply-Side Sales
Learn why GTM fails when teams sell features instead of responding to buyer struggles, trade-offs, and forces to change.
Match GTM Strategy to Innovation Type
Understand how each of the five types of innovation (product, operational, etc.) require different GTM strategies.
Apply a Force-Based GTM Diagnostic
Use a simple diagnostic Forces & Desires model to pressure-test positioning, messaging, onboarding, and sales motions.
Learn Through Practical GTM Examples
See real B2C and B2B scenarios where diagnosing demand correctly unlocks momentum.
Why this topic matters
Most GTM strategies fail not because the product is wrong, but because teams misunderstand why buyers change. Understanding the psychology of demand helps you align positioning, messaging, onboarding, and sales to real buyer motivation—reducing resistance and unlocking sustainable growth.
You'll learn from
John Gusiff
Founder Customer Centric Solutions LLC
John is a Make It Toolkit–certified behavioral design strategist specializing in CX Strategy, Jobs-to-be-done research, GTM strategy & positioning, and experience design. He helps companies translate behavioral insights into systems that drive customer progress, advocacy, and loyalty.
Consulted at:
