The Six Moat Combinations and the Business Loops Behind Them

Hosted by John Gusiff and Krzysztof Czubak

Wed, Apr 29, 2026

5:00 PM UTC (45 minutes)

Virtual (Zoom)

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Customer Jobs-to-be-Done Fundamentals
JOHN GUSIFF
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What you'll learn

Understand Gokul Rajaram’s 8 Moats for Durable Companies

Learn the eight structural advantages that make companies difficult to compete with in an AI-driven world.

Six Moat Combinations That Drive Durable Advantage

Learn how the strongest companies combine moats to create more defensible and compounding business models.

Learn the 5 Business Loop Types to Build Compounding Assets

Understand how User, Content, Trust, Skill, and Capital loops create assets that grow stronger over time.

Design for Retained Value From the Customer Perspective

Learn how products become harder to leave as customers accumulate value, capability, and confidence over time.

Diagnose Where Your Strategy Is Fragile vs. Durable

A practical framework to identify missing loops, weak moats, and opportunities to build long-term advantage.

Why this topic matters

In an AI-driven world where features are easier than ever to copy, durable advantage comes from building compounding assets for the business while creating retained value for customers. This session shows how moat combinations and business loops work together to compound value on both sides—making products harder to compete with and harder to leave.

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 meaningful customer progress, advocacy, and loyalty.

Krzysztof Czubak

Behavior Systems Engineer

KC is a Behavior Design Expert trained under BJ Fogg at Stanford’s Behavior Design Lab, with a strong focus on systems thinking and how human behavior operates within interconnected environments.

Consulted at

Citi Bank
lululemon athletica
ModeSens
Porch
Shaklee

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