⚡“What Your Demos, Trials, and Analytics Aren’t Telling You"

Lightning Lessons

Practical skills & tools to accelerate your career

⚡“What Your Demos, Trials, and Analytics Aren’t Telling You"

Hosted by John Gusiff

Mon, Jul 14, 2025

7:00 PM UTC (30 minutes)

Virtual (Zoom)

Free to join

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Advanced Quantitative JTBD Research

JOHN GUSIFF and DOMINIC RICCHETTI

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Mon, Jul 14, 2025

7:00 PM UTC (30 minutes)

Virtual (Zoom)

Free to join

Invite your network

Go deeper with a course

Advanced Quantitative JTBD Research

JOHN GUSIFF and DOMINIC RICCHETTI

View syllabus

What you'll learn

See the Blind Spots in Your Customer Signals

Learn why demos, trials, and product analytics often lead teams astray—what they aren’t telling you about your customer.

Blind Spots Breakdown: What Each Method Misses

A breakdown of what each methods misses in regards to customer discovery - why your efforts to scale are failing.

A Better Way: Customer Jobs-to-be-done + Behavioral Science

How customer jobs-to-be-done (progress) + behavioral science (barriers to progress) can inform your GTM efforts.

A Few Foundational Customer Understanding Frameworks

A few helpful frameworks to leverage and improve level of foundational customer understanding to fuel GTM efforts.

Why this topic matters

You can’t build a winning GTM strategy on data that only shows what happened. Yet that’s what most teams rely on—demos, trials, and dashboards that lack context, causality, or emotion. The result? GTM motions that feel off, messaging that misses, and growth that stalls. This Lightning Lesson will help you shift from activity without clarity to a strategy rooted in customer truth.

You'll learn from

John Gusiff

Founder, Customer Centric Solutions LLC

John Gusiff is the Managing Partner for Customer Centric Solutions LLC. He founded the company in 2002 after spending 15 years helping leading brands across B2C, B2B, and B2B2C industries, design and implement customer acquisition, engagement, service, and retention strategies.

He is passionate about improving the lives of customers via human-centered design and design thinking methods. He leverages customer jobs-to-be-done (jtbd) insights research along with applied behavioral science when consulting with his clients.

He has worked directly with executives in marketing, sales, product development, customer service and support functions to help them rethink how they better service their customers and implement the processes, organization, and technology to support it.

Clients have included: American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.

Consulted at