Five Business Decisions Powered by Jobs-to-be-done Research

Hosted by John Gusiff

Mon, Feb 2, 2026

8:00 PM UTC (45 minutes)

Virtual (Zoom)

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Choosing the Right JTBD Framework for Growth, Product, and Experience
JOHN GUSIFF
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What you'll learn

How to choose the right market to win — now

Define a market as Job Performer + JTBD and focus on the group with the strongest struggling moment and urgent need.

How to position your product for “language-market-fit”

Describe your product the way buyers describe their progress, so messaging lands and motivates switching.

How to prioritize your roadmap around value moments

Spot underserved outcomes and remove friction so more trials convert into activation → retention → expansion.

How to enable champions to sell internally

Map the progress each buying-committee role is hiring you to make and equip champions to win organizational buy-in.

How to unlock product adoption + “behavioral-market-fit”

Expose and eliminate the anxieties, habits, and environmental friction that stall deals and onboarding — even when your

Why this topic matters

Early-stage SaaS teams rarely fail because the tech is bad — they fail because buyers don’t feel enough progress to justify switching. JTBD helps you target the segment ready to move now and align product, GTM, and CS around the progress customers actually care about.

You'll learn from

John Gusiff

Founder, Customer Centric 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.

Consulted at

Ecobee
Narrio
Wellhub
Shaklee Corporation
TransAlta

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