Mon, Jun 1, 2026
7:00 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.
Mon, Jun 1, 2026
7:00 PM UTC (45 minutes)
Virtual (Zoom)
Free to join
61 students
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.
Understand the Four Stages of Demand
Learn how demand evolves from latent to scalable—and how Pushes, Pulls, Habits,
Anxieties shift across each stage.
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. Buyers rarely move from awareness to action in one step. They progress through stages:
Latent → Emerging → Patterned → Scalable As demand evolves, motivations, anxieties, habits, and desired outcomes evolve too.
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:
