Customer Centric LLC

Causal Chain Thinking: Onboarding to Move Customers Forward

John Gusiff

Managing Partner, Customer Centric LLC

Krzysztof Czubak

Founder UserMindful.Design and Behavior System Architect

Learn why users stall even when steps look simple — due to hidden beliefs, anxieties, or behavioral friction.

Where onboarding breaks — and why users stop moving

See how causal chain thinking reveals the actual causes behind hesitation, delays, abandonment, or disengagement.

Workflow vs. Causal Chain Thinking in real product scenarios

Discover how to transform your onboarding from task-lists into confidence-building moments that pull users forward.

How to redesign onboarding for momentum and progress

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

Managing Partner - Customer Centric LLC

Citi

Ecobee

lululemon athletica

Wellhub

TransAlta

JOHN GUSIFF

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

Cohort 4

Cohort 5

This course reshapes how you understand customer behavior, decision-making, and innovation.Rooted in Job Theory, you’ll shift from building around ideas and features to designing around customer progress—the true driver behind why people hire, switch, and stay with products. You’ll learn how struggles, context, and desired outcomes form real demand.You’ll also contrast idea-driven innovation with JTBD-driven innovation, and see how JTBD aligns with the five types of innovation: product, service, operational, new market, and transformational.Then you’ll get a clear side-by-side comparison of the top three JTBD frameworks:<ul><li>Ulwick’s Outcome-Driven Innovation (ODI)</li><li>Kalbach’s JTBD Canvas 2.0</li><li>Boehme’s Wheel of Progress®</li></ul>Each comes with unique strengths and blind spots. You’ll learn exactly when and why to use each, and how they complement one another across different innovation types, product decisions, and GTM needs.In the final project, you’ll apply what you’ve learned by combining the right components from each framework to address your specific use case—giving you a practical, personalized approach you can bring directly back to your team.

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

Shift from Product Thinking to Customer Progress Thinking

Apply Job Theory to Guide Innovation and GTM Decisions

Recognize the Difference Between Idea-Driven and JTBD-Driven Innovation

Understand the Five Types of Innovation and Where JTBD Fits

Compare and Contrast the Top Three JTBD Frameworks

Combine Framework Components for Your Specific Use Case

Product Strategists and Innovators looking to uncover and prioritize the progress customers are trying to make to guide product decisions.

Service Designers who want to map end-to-end experiences and identify friction that shapes how customers use and value a service.

CX &amp; Customer Success who need to understand why customers “hire” or switch products to improve journeys, adoption, and business outcomes.

🚀 Learn customer JTBD principles & methods through an interactive ChatGPT case study (30+ scripts) using The Wheel of Progress® framework.

G Adventures

Gympass

ModeSens

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

Cohort 8

Cohort 9

You set out to build The Serenity App—a polished mindfulness product with thoughtful features. But instead of building first, you stopped to understand customer progress—why people seek mindfulness at all.What you found reshaped everything.People don’t look for meditation sessions—they look for relief from overwhelm, anxiety, exhaustion, and emotional noise. They want clarity, calm, and to feel like themselves again.Studying customer progress revealed:<ul><li>the moment they say “I can’t keep doing this,”</li><li>the desires pulling them forward,</li><li>the avoidances and fears holding them back,</li><li>and the emotional outcomes they hope to feel.</li></ul>Then you realized progress varies by person. Using the Big Five Personality Traits, you saw that different people need different paths—some need safety, some structure, some novelty, some encouragement, some momentum.This course teaches you how to uncover all of that through a guided, interactive JTBD case study built around The Serenity App—so you design not just features, but experiences aligned with the progress people truly seek.

Before You Build: Study Customer Progress (The Serenity App Case Study)

How to uncover the struggling moment

How to map the Cycle of Customer Progress

How to apply the 12 Elements of Progress

How to build Synthetic Personas using the Big Five Personality Traits

How to achieve Language-Market Fit

The Product Designer seeking to design experiences that reflect how different people pursue a goal, handle friction, and define success.

The Product Developer looking to prioritize features and journeys based on how customers move from struggle to consistent use.

The UX Researcher aiming to uncover deeper motivations, personality patterns, and progress pathways across diverse customer types.

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

Humana

John Gusiff is the Managing Partner at Customer Centric LLC.

This course teaches you how to uncover the real forces driving B2B buyer decisions—by zeroing in on the Struggling Moment, understanding Customer Progress, and decoding the Switching Behavior that determines whether a buyer fires their current solution and hires a new one.Using 30+ interactive ChatGPT prompts and an applied B2B case study, you’ll learn to “shine a light” on the parts of the buying journey that normally stay hidden in the dark funnel—where progress, motivation, hesitation, and language truly take shape. By the end, you’ll know how to turn these deep insights into high-precision GTM strategy, sharper positioning, and messaging that resonates because it’s anchored in how buyers actually think, feel, and decide.

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

Identify the Struggling Moment 

Map Customer Progress

Decode Switching Behavior

Strengthen GTM Strategy & Positioning

Achieve Language-Market Fit

The Early Stage Founder seeking to sharpen GTM strategy and positioning with confidence—not guesswork.

The GTM Leader who wants to understand the real forces behind switching behavior to improve conversion and accelerate deals.

The Product Marketer seeking to craft value propositions &amp; positioning rooted in what buyers are actually trying to accomplish.

Confidently lead with clarity in increasingly uncertain times.

Transformational Leadership Partner

Enspiral

Consensys

Susan Basterfield

Partner to leaders transforming how power, teams, and systems work

Decision-Making in Complexity

Stefan Morales

Leadership strategist with +15 years helping teams navigate uncertainty.

Cohort 1

This isn’t leadership theory - it’s a rewiring.You’ll learn how to stay clear, composed, and creative when everything around you is shifting.Over three focused weeks, you’ll explore what great leaders do when there are no easy answers - how they think, decide, and move with others when the stakes are high and the path isn’t clear.You’ll walk away with:A sharper way to see what’s really happening beneath the noise.Simple moves that turn confusion into momentum.A calmer, steadier center - no matter what’s unfolding.A network of peers who lead with courage instead of control.This is about learning to thrive where others freeze - to become the kind of leader people trust when things get uncertain.

Make clear decisions in uncertain conditions

Build strategies that stay useful as conditions change

Guide groups to decisions they can commit to

Create containers for coordinated experimentation

Spot early signals so you can intervene before issues escalate

Lead from a steady center that builds trust and follow-through

Leaders in motion guiding your teams through rapid growth, transformation or constriction while the ground keeps shifting.

Leaders in corporate, nonprofit, or public sectors facing external pressures that shape decisions and resources, requiring adaptive change.

Experienced leaders evolving their presence moving from control and certainty to calm, adaptive confidence.