The Unforgettable Brand

How To Throw Your Sales Funnel Out The Window

Coca-Cola

Microsoft

The Ritz-Carlton

Hidden Valley Ranch

Checkers

Greg Shumchenia

Director of Brand Marketing at Mailchimp

Marketing has a lot of jobs to do, but it should all ladder up to two objectives: come easy to mind and be easy to buy.

Marketing's Two Big Objectives

Customers only exist in two states; they're either out-of-market or in-market. Learn what drives action in each state.

The 95:5 Customer Rule

Every customer is triggered to buy differently. Build a map of triggers that get people in the market for what you sell.

Category Entry Points

The two-state model requires a different  strategic and creative approach for people who are in-market vs out-of-market.

Building Memories & Driving Action

By the end of this course, you will experience a complete transformation in how you approach customer behavior, decision-making, and product/service development. You'll learn the strengths and weaknesses of the three core customer jobs-to-be-done frameworks in the marketplace:- Ulwick's Outcome-Driven Innovation Framework;- Kalbach's JTBD Canvas 2.0; and- Boehme's Wheel of Progress® framework. How they stand up (and compare) when tackling different goals and objectives, use cases, related to product innovation, job mapping, experience design, and customer progress design. You'll get practical, hands-on use of each framework through a collection of ChatGPT prompt engineering exercises built around select B2C and B2B case studies. Here’s how: Shift from Product-Centric to Progress-Centric Thinking - Move beyond focusing on product features and demographics. - Understand that customers hire products to make progress in their lives. - Learn to design products and services that meet specific customer jobs and outcomes. Master Practical JTBD Frameworks - Learn three key frameworks: Ulwick’s Outcome-Driven Innovation (ODI), Kalbach’s JTBD Canvas, and Boehme’s Wheel of Progress®. - Confidently apply the right framework for product innovation, journey mapping, and behavioral analysis. - Gain tools to map customer journeys, uncover unmet needs, and prioritize opportunities. Improve Decision-Making with Deeper Customer Insights - Understand the Forces of Progress that drive customer decisions (habits, pushes, desires, avoidances, pulls, anxieties). - Learn to address barriers to adoption and motivate customers to choose your solution. - Make better strategic decisions by grounding them in behavioral and emotional insights. Identify and Prioritize High-Impact Opportunities - Use Kalbach's JTBD Canvas 2.0 to map out the end-to-end experience. - Use Ulwick’s ODI framework to quantify customer needs and calculate Opportunity Scores. - Learn how to prioritize features and innovations based on customer outcomes, focusing on what delivers the most value. Gain Expertise in Emotional and Behavioral Drivers - Understand the emotional and social dimensions that influence purchasing decisions. - Identify key moments of struggle and progress using the Wheel of Progress®. - Design solutions that resonate not just functionally, but emotionally and behaviorally. Select and Apply the Right JTBD Framework with Confidence - Get clarity on when and how to use each framework based on your goals and team needs. - Confidently lead cross-functional teams through the JTBD process, aligning efforts around customer progress. -By the end, you’ll have a strategic toolkit to create products and services that genuinely help customers make progress, while improving your ability to innovate, map customer journeys, and prioritize the right opportunities for growth.

How to utilize Top 3 Jobs-to-be-done (JTBD) Frameworks

Course syllabus

Four Live Cohort Sessions; all sessions recorded.

June 3rd to 12th

Taught using both B2C and B2B Case Studies using tailored ChatGPT Prompts for each case study. Final project to apply learnings around a Use Case of your choice. Opportunity to mix and match different Customer JTBD Frameworks to fit your needs.

Case Study Based

Course schedule

Product Managers and Innovators looking to uncover and prioritize unmet customer needs to drive product innovation and market success.

Customer Experience (CX) and UX Designers who want to map customer journeys more effectively to address why people 'hired' the product.

Marketers and Behavioral Analysts who need to create messaging that resonates with customer progress, motivations, and emotional drivers.

Business Strategists aiming to apply JTBD insights to gain a competitive advantage and align teams around clear customer goals and needs.

Entrepreneurs interested in developing products or services that meet real customer jobs, avoiding the pitfalls of feature-focused methods.

Who is this course for

What you’ll get out of this course

What is Job Theory? It's origins. Core concepts related to identifying the struggling moment, situational context, customer progress (not products), job types, and outcomes.

An Introduction to Job Theory

An overview of the three core frameworks for customer jobs-to-be-done research: Ulwicks Outcome-Driven Innovation, Kalbachh's JTBD Canvas 2.0, and Boehme's Wheel of Progress® (informed by the work of Bob Moesta).

An overview of the three core JTBD frameworks

An overview of the five types of innovation (product or service, operational, new market, disruptive, and transformational). Which JTBD framework is best to utilize in each case.

The five types of innovation and which framework should you leverage

A deep dive into the Outcome-Driven Innovation framework leveraging ChatGPT prompt engineering to demonstrate it's strength's and weaknesses centered around a specific case study.

A deep dive into Ulwick's Outcome-Driven Innovation framework (ChatGPT-driven)

A deep dive into the JTBD Canvas 2.0 framework leveraging ChatGPT prompt engineering to demonstrate it's strength's and weaknesses centered around a specific case study.

A deep dive into Kalbach's JTBD Canvas 2.0 framework (ChatGPT-driven)

A deep dive into the Wheel of Progress® framework leveraging ChatGPT prompt engineering to demonstrate it's strength's and weaknesses centered around a specific case study.

A deep dive into Boehme's Wheel of Progress®  framework (ChatGPT-driven)

Determining which JTBD Framework is best for your use case based upon your problem space and key outcomes. Matching your goals to the 'best fit' framework and its associated strengths/weaknesses.

Selecting the right Customer JTBD Framework for your Use Case

By the end of this course, you’ll shift from a product-focused mindset to a customer progress and outcomes-oriented mindset.

JOHN GUSIFF

Cohort 4

Cohort 5

This course will teach you the core principles and methods behind customer jobs-to-be-done (JTBD) based research utilizing a B2B Case Study integrating over 30+ interactive ChatGPT prompting scripts making it both fun and interactive. The "Dark Funnel" in B2B (Business-to-Business) marketing and sales refers to the unseen and often untracked parts of a customer's buying journey. It encompasses all the anonymous and unattributed activities that potential buyers engage in before they make themselves known to a seller. This concept is significant in today's digital world where buyers have numerous online resources at their disposal to research and evaluate products or services independently. In a recent report, Gartner Research found that 77% of B2B buyers state that their latest purchase was very complex of difficult. In addition, it stated that customers were already 57% of the way down the purchase path before they even considered engaging with you. What are they doing (distribution of buying groups time by key buying activities)? 27% spent researching independently online, 18% spent researching independently offline, 17% spent meeting with potential vendors/suppliers, 22% spent meeting with the buying group (alignment and consensus building), and 16% spent doing other buying process activities. Selling is hard; however, buying is even harder. Stop selling and focus on making it easier to buy. Customer jobs-to-be-done research helps 'shine a light' on the Customer Cycle of Progress from struggling moment to passively looking to actively looking to deciding to experiencing to continuous use. It enables you to understand the 'hiring' moment as well as the promoting forces (pushes, desires, and pulls) and blocking forces (habits, avoidances, anxieties) behind switching behavior. We'll walk through The Wheel of Progress® framework, in a presentation format, teaching you about the cycle of customer progress, the twelve (12) elements of customer progress, and switching behavior. You'll learn about each principle and concept leveraging a curated collection of over 30+ ChatGPT prompts for supporting JTBD research. Customer jobs-to-be-done research not only informs product-market fit (solving a problem and service an unmet need), but, language-market fit (messaging that resonates with the target audience) as well. We'll walk through&nbsp;The Wheel of Progress® framework, in a presentation format, teaching you about&nbsp;The Cycle of Customer Progress:- First Thought- Passively Looking- 1st Triggering Event- Actively Looking- 2nd Triggering Event- Deciding- Hiring/Firing- Consuming- Continuous Use You'll also learn about identifying the&nbsp;Twelve (12) Elements of Progress:- Events- Forces and Desires (habits, pushes, desires, avoidances, pulls, anxieties)- Jobs, Pains and Gains- Solutions (core job, prior, in-conjunction, co-existing)- Contraints (internal, external, temporal) and the concept of&nbsp;Switching Behavior, where&nbsp;promoting forces&nbsp;(pushes, desires, pulls) outweigh&nbsp;blocking forces&nbsp;(habits, avoidances, anxieties) in order for switching behavior to occur. We'll look at customer progress through the eyes of different B2B Buyer Persona (economic, strategic, end user, technical, gatekeepers, and coach/champions). We'll utilize ChatGPT prompting to uncover Language Market Fit as it relates to headlines, sub-headlines, social proof, and features (as benefits). We'll utilize ChatGPT prompting to identify Customer Value Propositions that matter most picking from Bain's 40 elements of customer value (tablestakes, economic and performance, ease of doing business, personal/career, and vision/purpose). The&nbsp;B2B Case Study&nbsp;for this particular course will be focused on evaluating&nbsp;the customer job-to-be-done of "safe-guarding my company from cyber-security threats". You'll be acting as the researcher, product marketer, product manager, or experience designer driving the study. You'll walk away with the knowledge required to apply Customer JTBD Research methods within your own organization. How to edit/modify the 30+ ChatGPT prompts to make them your own (focused on your customer's desired progress).

Jobs-to-Be-Done Meets GenAI: Navigating the B2B Buyer’s Hidden Journey with Chat

1st Session: Overview of The Wheel of Progress® Framework 2nd Session: The Twelve Elements of Progress and Switching Behavior

Tuesdays & Thursdays

Live sessions held with the entire cohort enabling conversation and interaction during the course. Over 30+ ChatGPT prompt scripts around a tailored Case Study to help teach JTBD principles and methods.

LIVE Cohort Sessions with Interactive ChatGPT Exercises

Leveraging the Maven community for posting announcements, reading materials, general discussion, and takeaways from the class.

Maven Community

The Product Marketer seeking to gain a better understanding of the Dark Funnel.

The Digital Marketer seeking to better understand the customer journey from first thought (struggling moment) to continuous use (habit).

The Content Marketer who wishes to better tailor their messaging in relation to customer desires and avoidances.

Anyone seeking to learn how to apply jobs-to-be-done research to drive better customer engagement and experience design.

Uncover the dark funnel, the unseen and often untracked parts of a customer's buying journey, using 30+ ChatGPT prompt scripts, centered around a B2B Case Study.

Shed a light on the Dark Funnel (the hidden journey)

You'll get an introduction to customer jobs-to-be-done principles and methods in relationship to brand, marketing, product and service experiences.

An introduction to customer JTBD principles and methods

An introduction to The Wheel of Progress® and the Cycle of Customer Progress first thought (struggling moment) to continuous use (habit formation) and the twelve (12) elements of customer progress (customer jobs, pains, gains, events, solutions, constraints, desires, avoidances),

Overview of The Wheel of Progress® framework for conducting jobs-to-be-done research

You’ll learn the specific ChatGPT prompting language (interactive exercises) to identify Forces and Desires (pushes, pulls, habits, anxieties, desires, avoidances) in relationship to 'switching behavior'.

Uncover the motivational forces and desires related to Switching Behavior

You'll learn how to create synthetic B2B Buyer Persona (economic, strategic, end user, technical, gatekeepers, champion/influencer) to inform the buying process.

B2B Buyer Personas and the Buying Process

You'll learn the customer jobs-to-be-done informed methods and techniques for determining language market fit using ChatGPT across websites, email marketing, and social media marketing. We'll focus on headlines, sub-headlines, social proof, and features (as benefits).

Language Market Fit

You'll learn how to leverage ChatGPT to help uncover different B2B value propositions (table stakes, economic and performance, ease of doing business, personal/career, vision/purpose).

B2B Customer Value Propositions

Learn customer JTBD principles & methods via an interactive B2B ChatGPT case study (30+ prompts) using The Wheel of Progress framework.

CX Strategist

40% OFF EARLY-BIRD&nbsp;HOLIDAY DEAL. JOIN NOW! Join 500+&nbsp;students breaking through the 0 to 1 startup wall. Get the tools &amp; network you need to find and validate a B2B SaaS product-market fit.

Join the lucky 10% of founders who found the PMF and built successful startups

Mondays & Wednesdays

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

Weekly homework projects

Saas Startup Founders from 0 to 1 who want to save years of research and don't run out of money before the next round

Enterprise Innovation Labs looking to expand the company's product offering with innovations fast and cost-effectively

Startup Accelerators and Incubators who want to boost their ROI by increasing alumni's chances of successful exit

Startup Studios with Saas startups in their portfolio. Who want to de-risk their investment and successfully cash out on the next round

What you’ll learn out of this course

Less figgly-wiggly theory, more practical advice. Understand the practical framework, decide on your next steps, and get to action with helpful templates and lead sourcing hacks.


  An Actionable Guide

How do you know if you've found a product-market fit? We go through several real cases and learn the red and green flags: to separate reality from wishful thinking. How to diligence your customer validation qualitatively and quantitatively with sales funnel analysis templates.

Real Success and Failure Cases Analyzed

Finding customer discovery prospects is hard. We will start to build top-quality prospects flow together. You don't have to settle. By the end, you will have all the hacks, websites and tools to source leads at scale on your own.

Streamlined Customer Discovery Leads Search Process

Searching is more fun with friends. Learn from others' mistakes, get support and advice. Your founder peers will hold you accountable in your search and exchange great lifehacks.

Brothers-in-Arms Community / Network

Learn How to Find and Validate the Product-Market Fit for your B2B Saas Startup

Tetiana Nikitenko

Cohort 2

Cohort 3

Start Winning with AI. Are manual tasks, missed signals, and scattered workflows slowing you down? You’re not alone. Many sellers feel time-strapped, stuck prepping late at night, and frustrated by deals that stall or slip away. We designed this course because we’ve been there too. Sellers don’t need another tool to manage, they need real ways to focus on what matters: closing deals faster and with confidence. Join us, and leave with practical skills you can apply immediately to your own pipeline. What You’ll Learn: In this hands-on workshop, you’ll learn how to use AI to: Prioritize high-value leads so you stop wasting time on low-quality ones. Personalize outreach that gets replies and builds momentum. Prep smarter for meetings with POVs, discovery questions, and clear next steps. Create urgency that closes deals and moves buyers off the fence. How We’ll Do It: This isn’t theory, it’s action. In each 90 minute session you’ll: Work directly with AI tools on your active pipeline, not hypothetical case studies. Experiment side by side with peers, learning what works and swapping best practices. Get guided playbooks, templates, and exercises you can use immediately. Walk away with a network of sellers you can count on long after the workshop. Build with sellers like you. Apply it to your own deals. Leave with a playbook. What You Will Do: Build smarter lead lists with AI enrichment to zero in on high-value opportunities. Craft personalized outreach that gets replies by turning prospect data into tailored messages and sequences that stitch together their data and your solution. Generate meeting prep packs with AI-driven POVs, discovery questions, and next-step outlines so you walk in ready. Create urgency in deals by surfacing buyer pain, ROI triggers, and cost-of-inaction signals that move buyers forward. Why Join? This course is built for ambitious sellers who are tired of manual prep and missed opportunities. If you’re ready to: Save hours of wasted time Show up to every meeting prepared to win Shorten your sales cycle Close more deals with confidence Join us. Seats are limited. Don’t just sell, start winning with AI.

Close More Deals, Faster with AI-Powered Sales Workflows

Live Workshop Dates:<ul><li>Oct 28th</li><li>Oct 30th</li><li>Nov 4th</li><li>Nov 6th</li></ul>

Sellers who want to be more efficient with their time. Who want to speed up their sales cycles to close more revenue and earn more money.

Sales Leaders who want to reduce friction in the sales process and have sellers spend more time with the right prospects to win more often.

Revenue Enablement drivers who want to leverage AI to equip sellers with the most effective tools, skills and processes to win more deals.

This course is for B2B Sellers, Sales and GTM Leaders, Revenue Enablement Drivers, and Founders.

Stop Wasting Time on Leads and Deals that Don't convert or Drive Revenue. Start Winning with AI.

Tired of wasting time on low-quality leads? <ul><li>Hone your ICP and prioritize high-quality leads with AI.</li><li>Boost conversion rates and improve qualification.</li><li>Enrich and expand your lead lists.</li></ul>

Find Better Leads with AI

Struggling to cut through the noise with generic messages? <ul><li>Boost response rates with AI-driven personalization.</li><li>Generate prospect-specific email copy that resonates.</li><li>Prove you know buyers before you ever meet.</li></ul>

Personalize Outreach Messaging with AI.

Rushed between back-to-back meetings or stuck prepping late at night? <ul><li>Surface buyer pain points, triggers, and priorities quickly.</li><li>AI-generate outlines, POVs, and discovery questions.</li><li>Walk in ready with clear next steps to advance the deal.</li></ul>

Get Meeting-Ready with AI

Deals dragging because buyers stick with the status quo? <ul><li>Expose blockers and highlight the cost of inaction.</li><li>Align around buyer priorities and ROI with tailored messaging.</li><li>Position next steps as critical milestones to accelerate momentum.</li></ul>

Lightning Lessons

How To Throw Your Sales Funnel Out The Window