JTBD in the Wild: Discovering Demand and Opportunity

Hosted by John Gusiff and Colin Duff

Wed, May 6, 2026

5:00 PM UTC (45 minutes)

Virtual (Zoom)

Free to join

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Invite your network

Go deeper with a course

Choosing the Right JTBD Framework for Growth, Product, and Experience

JOHN GUSIFF

View syllabus

Wed, May 6, 2026

5:00 PM UTC (45 minutes)

Virtual (Zoom)

Free to join

136 students

Invite your network

Go deeper with a course

Choosing the Right JTBD Framework for Growth, Product, and Experience

JOHN GUSIFF

View syllabus

What you'll learn

Why Jobs to be Done are Hiding in Plain Sight

Why high-value jobs are often overlooked in everyday behavior — and how to spot them before others do.

How to Spot Real Demand in the Wild

Learn 5 proven JTBD hunting methods to find demand through behavior, workarounds, avoidance, non-consumption, and odd us

How to Prioritize the Right Jobs

Use practical lenses to distinguish incremental noise from high-value, underserved jobs worth pursuing.

Identify founder-scale opportunities with Ecosystem Mapping

Map system-level jobs to uncover orphan opportunities hiding between products, tools, and services.

Turn Signals into a Job Hypothesis

A simple approach for converting weak signals into a clear job hypothesis worth studying further.

Why this topic matters

Most teams fail because they misread demand early. The 5 JTBD methods help you see real jobs in everyday behavior, while Ecosystem Mapping reveals larger, founder-scale opportunities hidden between products and services. Together, these skills reduce idea risk, sharpen judgment, and help you choose problems worth building companies around.

You'll learn from

John Gusiff

Managing Partner, Customer Centric Solutions LLC

John is a Make It Toolkit–certified behavioral design strategist specializing in JTBD, GTM strategy, brand positioning, and experience design. He helps companies translate behavioral insights into systems that drive customer progress, advocacy, and loyalty.

Colin Duff

JTBD Expert, Mosaic Innovation

Colin Duff is a Jobs-to-Be-Done and innovation strategist specializing in demand discovery, opportunity identification, and growth strategy. He helps organizations uncover high-value customer jobs and identify founder-scale opportunities hidden in everyday behavior.

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