Customer Centric LLC

Business Models as Loops

John Gusiff

Managing Partner, Customer Centric LLC

Krzysztof Czubak

Founder UserMindful.Design and Behavior System Architect

The mental model shift from linear, campaign-based growth to self-reinforcing systems that compound momentum over time.

Loops vs. Funnels

An introduction to the four core elements (trigger, core action, feedback, reward) as building blocks of loops.

Four Core Elements of Loops

An introduction to five types of business loops that help modern B2B SaaS companies create sustainable growth.

Five Types of Business Loops

A few favorite examples from companies in regards to business loops used to drive acquisition and retention.

A Few Favorite Examples

An overview of our upcoming course on Business Loops (behavioral-driven).

Upcoming Course on Business Loops

_____________07:00 PM (19:00), GMT+2, five sessions over 2.5 Weeks_____________ More and more B2B SaaS companies with great products simply die because they cannot reach their audience to create a commercially successful product. (Product-led) "Growth" is the art of connecting users as cost-efficiently as possible to the value your product offers. It connects the promises made by Marketing with the experience your Product teams build. Yet, most B2B SaaS companies do not have a dedicated Growth function or talented Growth PMs to master this distribution model. It's a hot potato that is commonly passed around between product, marketing, and sales. The top quartile SaaS companies between 5 and 20m in revenue are growing over 70% year over year, with an 8 month CAC payback, 110% Net dollar retention while having an 85% Gross Margin with an average Annual Revenue of over 250’000$. (Source: Growth Unhinged 2023 Report) All these companies have one thing in common: a deep understanding of Product-led Growth. * How do we in B2B address the growing problem of everyone asking for an improved buying experience and self-serve? * How do you package your offering with freemium, trial and/or interactive demo? * How do we activate individuals, teams and accounts in B2B as cost efficient as possible to drive our pipeline? * How does Product-led Growth work with an existing Sales motion? * How do we structure a strategy to bring product-led growth into our business? Leah Tharin brought product-led growth as an operative, executive, and Advisor to dozens of B2B scale-up companies&nbsp;to optimize their user acquisition, retention, and monetization. She's recognized as an Industry leader on the topic, having written some of the most referenced Product-led Growth &amp; Sales material to date. She evaluates B2B SaaS scale-up Growth Motions for Venture Capital and Private Equity Funds. Understand and structure a (product-led) growth strategy that works for your business. It is designed for leaders and product managers from all functions who want to understand and not just blindly execute. The course runs over 2.5 weeks (5 live recorded Zoom classes). All sessions have prerecorded material for you to study in your own time, the live sessions are solely focussed on world-class guest speakers, collaborative group exercises and your questions. You can expect per week about 2-3 hours of study for the asynchronous material at your own pace + 60-75 minutes per live session. Over 20 Guest speakers from past cohorts for example :* Adam Fishman, SVP new products @ Mozilla, Investor &amp; Advisor* John Cutler, ex- Evangelist @ Amplitude &amp; Toast* Itxaso Del Palacio, General Partner @ Notion VC* Benjamin Lamson, Head of Paperspace Revenue @ DigitalOcean* Casey Hill, Sr. Growth Manager @ Active Campaign* Henrique Cruz, Head of Growth @ Rows.com* Sara Gattoni, Senior Lead Growth PM @ Lokalise* Andrew Davies, CMO @ Paddle...and many more This course is not a good fit for: * Companies pre product market fit which are extremely early in their journey. * Non-software or D2C companies * Highly regulated industries that deal with government contracts

How experienced Growth operators use PLG in B2B SaaS

Course syllabus

We use the majority of the time to discuss as a group your specific challenges and questions you had from the async learning materials and to address Q&amp;A questions.

6 x one - hour long sessions with Leah

Before every session you get ~30min videos to ease you into the topics including some interactive exercises for you to prepare beforehand.

Asynchronous learning material

Miss a session? Not a problem, you will have access immediately afterwards.

All sessions are recorded

Course schedule

Senior level product, growth &amp; marketing leaders in B2B who want to understand and leverage PLG as a distribution model to optimize growth.

Ideal for companies in B2B with some revenue traction post product-market fit.

GTM leaders wanting to understand why PLG is disrupting many classical distribution models.

Who is this course for

What you’ll learn

<ul><li>Review the core principles of product-led growth (PLG), beyond just trials and freemium</li></ul> <ul><li>Look under the hood of leading industry examples</li></ul>

Understand PLG and its impact on B2B growth initiatives

<ul><li>How to objectively measure customer success and operationalize it with meaningful, outcome-driven team goals</li></ul> <ul><li>How to establish growth in your organization that sticks with growth teams and culture</li></ul>

Increase the efficiency of your distribution model

<ul><li>How to move from activating individuals to teams and subsequently to accounts.</li></ul>

Individual vs. Team vs. Account Activation

<ul><li>How to find, define, and identify meaningful ICPs (Ideal customer profile)</li></ul> <ul><li>Driving them through our acquisition funnel and retaining them for long-term revenue</li></ul>

Find ICPs in Product-led Growth

<ul><li>How to combine the best from PLG and Sales-led Growth: Product-led Sales</li></ul> <ul><li>How to apply the principles of customer success signals, and their ICPs to qualify deals and drive efficiency in mid-market / enterprise segments.</li></ul>

Combine sales and Product-led Growth: Product-led Sales

<ul><li>Create a long-lasting Strategy to acquire customers while they are small and grow into bigger clients with time.</li></ul> <ul><li>Creating the conditions to have a product that grows with your customers</li></ul>

Drive expansion revenue through PLG

<ul><li>Community sessions to network and discuss with other cohort participants</li></ul> <ul><li>Access a dedicated Discord community after the course</li></ul>

Interactive community & special material

Understand Product-led Growth to formulate a strategy that includes PLG without wrecking your existing business.

Usercentrics

GotPhoto.com

Smallpdf

Notion Capital

Microsoft

Leah Tharin

B2B Product & Growth executive / PLG Advisor, Board Member, VC Advisor

Cohort 9

Cohort 10

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

Managing Partner - Customer Centric LLC

G Adventures

Humana

lululemon athletica

Ecobee

Citi

JOHN GUSIFF

John Gusiff is the Managing Partner for Customer Centric Solutions LLC.

Cohort 11

<h3>Integrating Behavioral Science into jobs-to-be-done research methods to uncover both Progress and Barriers. Great interviewers don’t just ask better questions — they listen differently.</h3> They hear the subtle cues behind what customers say — the hesitations, contradictions, and emotional triggers that reveal why people really buy, switch, or stall.This course teaches you how to listen through two powerful lenses:<ul><li>Jobs-to-Be-Done (JTBD): Understand the progress customers are trying to make.</li><li>Behavioral Science (BeSci): Decode the psychological barriers holding them back.</li></ul>Together, these lenses reveal the causal structure of behavior — what drives action and what prevents it.<h3>Why Listening Matters</h3>Most customers can’t clearly explain their decisions. They tell post-rationalized stories — what they think motivated them. JTBD interviewing helps surface the real progress they’re seeking. But when you layer in BeSci, you also uncover why progress gets blocked — by fear, friction, habit, or cognitive bias.In short: 🧭 JTBD helps you hear the progress. 🧠 BeSci helps you hear the barriers. It's a practical, hands-on class packed full of eight tailored JTBD + BeSci listening exercises.

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

Listen for Progress:

Detect Behavioral Barriers:

Apply Behavioral Science Frameworks:

Decode Causality in Conversations:

Strengthen Your JTBD Practice:

A Startup Founder who wants to shorten their customer and product discovery efforts - find both product and language market fit faster.

A Product Owner who wants to prioritize and fall in love with the problem to be solved prior to thinking about the solution.

The Marketer who wants to better tailor their messaging speaking to the core job-to-be-done, motivational forces, desires and avoidances.

The make it toolkit is the world's most comprehensive framework grounded in hundreds of books and research insights from thinkers, researchers, and practitioners. “Designing for behavior change? This is the ultimate cheat sheet. Almost too good to be true!”— Charley Cramer, Author of The Purpose Myth: Change the World, Not Your Job READY TO MASTER IT? 🎓 🚀 You'll master a proven framework that makes applying psychology in your work work and life as easy as it can be. Structured Learning JourneyWe built the framework we wish we had when we started. Let us take you to a step-by-step journey that will help you connect all the dots. Case Study ExplorationWe are both educators and practitioners. Expect to learn from real world case studies across sectors and industries, both successful and less successful. Hands-on ActivitiesYou will experience hands-on individual and group exercises for you to apply directly the most important psychology principles to your project. Office HoursOffice hours (optional to attend) on weekdays provide an opportunity to clarify concepts, receive feedback and support, and engage with both peers and instructors for enhanced learning. High-Impact&nbsp;Resources.Miss a class? No worries! We provide access to video recordings right after each session. Plus, enjoy 1-year access to all recordings, allowing you to revisit lessons, reinforce your understanding, and continue growing your knowledge.

Unlock the Power of Behavioral Science to Design Better Experiences

This course includes both Make it Toolkit Level 1 and Level 2 (Specialization in UX design)

No prerequisites.

Weekly Interactive Sessions

These include unstructured and friendly Office Hours to ask any questions as well as guest instructors for deep dives

Office Hours and Deep Dives

Product Managers, Entrepreneurs, and Marketers&nbsp;who want to understand human behavior and how you can persuade, engage, and retain customers

UX Designers or Gamification enthusiasts&nbsp;with or without prior experience who want to level up the psychology side of design..”

Behavior change professionals&nbsp;who are applying psychology insights in the digital space.

What you’ll get out of this course

Master proven strategies and tactics to design behavior-changing products, services, and interventions.

Learn the 15 behavior change strategies of the Make it toolkit and 100+ tactics

Apply behavioral design principles to create engaging and impactful digital experiences.

Gain hands-on experience with the Make It Toolkit in the context of digital experiences

Learn to design systems that build habits and sustain long-term user engagement.

Discover how to create habits and habit-forming systems

Explore techniques to make experiences more interactive, motivating, and emotionally engaging through gamification and storytelling.

Discover how to create gamified and immersive experiences

Create persuasive, habit-forming, and immersive experiences with the world's most actionable behavioral design framework.

Massimo Ingegno

David McCann

Zac Fitz-Walter

Cohort 4

Cohort 5

Open to marketers of every background and experience level, The Marketer in The Loop teaches you how to use leading AI tools like Base44, Character.ai, Krea, QuickReply.ai and Runway, across market research and marketing strategy and tactics. We borrowed our name from 'the human in the loop,' the idea that AI should be programmed to return to humans for approval, rather than humans becoming the tool of the AI. We want it to be you who decides how AI plays its part in enhancing the foundational marketing skills we'll teach you in this two-week course. Your teachers are award-winning marketing strategist Dino Myers-Lamptey and serial marketing entrepreneur Lee Henshaw. Dino and Lee are joined by prompt engineer Nicole Wan, moderator Krita Barbhaya and several special guests. The Marketer in The Loop is the follow-up to Dino and Lee's Marketing for Startups Masterclass, where they taught basic marketing to more than 1,000 founders on Maven. Before the course, we'll share some of our favourite marketing articles, videos and podcasts with you. And after each module, we'll share videos, podcasts, mind maps and quizzes about the topics we've covered. We've also recorded detailed how-to videos with our guests if you want a deep dive on how to use Base44, Krea and Runway in your work. This new course is divided into three parts, diagnosis, strategy and tactics, and you can join our ten modules live or on catch-up, whichever works best for you. In each module, you'll meet one of our guests, from entrepreneurs who've built the technology to marketers who use it in their work. Diagnosis, strategy and tactics Diagnosis&nbsp;is about understanding the market for your product or service through market research and segmentation. We’ll show you how to run synthetic focus groups and surveys and use Base44 to help you segment your data. Marketing&nbsp;strategy&nbsp;is about choosing which segments to target, how to position your product or service with them and setting your objectives. We'll teach you how to bring your segments to life using Character.ai and create distinctive assets with Krea. You make&nbsp;tactical decisions around the famous four P's of marketing: Product, Price, Promotion and Place. Here we'll teach you how to automate customer service with QuickReply.ai, build your own Van Westendorp Price Sensitivity Meter with Base44 and create video ads with Runway. With The Marketer in The Loop, we hope to give you a career high as we demonstrate that the future of marketing isn't about humans versus machines, it's about marketers in the loop using AI to deliver marketing plans that put the customer at the heart of everything you do.&nbsp;

Develop the skills to design and direct AI-powered marketing campaigns.
 

If your events are recurring and at the same time, it might be easiest to use a single line item to communicate your course schedule to students

Mondays & Wednesdays

Feel free to type out dates as your title as a way to communicate information about specific live sessions or other events.

May 7, 2022

Schedule items can also be used to convey commitments outside of specific time slots (like weekly projects or daily office hours).

Weekly projects

For Marketing Managers who want to increase the efficiency and effectiveness of their marketing plans, saving time and money

For Marketing Directors who want to encourage AI adoption across their team, enhancing market research and marketing strategy and tactics

For Chief Marketing Officers who want to demonstrate to the board how an AI-powered marketing strategy will beat the competition every time

We'll teach you how to diagnose the market for your product or service, determine your marketing strategy and identify the right tactics for your campaign.&nbsp;

A grounding in basic marketing
 

Our world-class guests will show you how they use tools like AskRally, Base44, Character.ai, Krea, QuickReply.ai and Runway in their work.

An introduction to best-in-class AI marketing tools

The Marketer in The Loop group on LinkedIn is exclusively for students of the course to chat with Dino and Lee, our guests and each other.&nbsp;

An invite to join a community of AI-first marketers
 

For example, the real-world diagnosis of your market would easily cost you £50,000 and take several months, but now you can do it for a few hundred pounds in a couple of weeks.

Save tens of thousands of pounds

Save months of experimentation by mastering tested AI-supported workflows that experienced marketers are using in their work.

Save several months of trial and error

Leave with the skills and confidence to teach your colleagues how to apply AI tools where they matter most.

Become the go-to AI marketer in your team

Transform your career by learning how to use best-in-class AI tools to conduct more effective and efficient marketing campaigns.