State Of Coherence

Making better growth & go-to-market strategy decisions

Atlassian

Webflow

Grammarly

Android

Jose Bermejo

fCRO, 16y growing 200+ B2B products & services, decision-making coach

An easy to follow framework to untangle growth decisions, think critically and ask the right, smart questions.

The 5 questions to ask to de-risk growth & GTM decisions

Learn to catch the most common biases driving your towards suboptimal decisions.

Catch the biases killing your decisions

Why PROs and CONs is killing your critical thinking and the 5 steps to use instead.

How to use my 5 steps managerial decision-making framework

What you should look at every growth / go-to-market investment you make, based on how B2B buyer's buy.

The #1 decision criteria to accelerate growth

And to do instead to get more ROI of every decision you make.

Real world examples of suboptimal growth decisions

Are you stuck trying to move top-level KPIs - but can’t seem to make a lasting impact on the business?&nbsp; Are you trying to find examples of other companies trying similar initiatives - but can’t find proof points or pick the right growth lever to address the business opportunity?&nbsp; Do your current OKRs or goals feel esoteric and bespoke to the product or technology organization – but aren’t understood well by your business stakeholders?&nbsp; Is your team pushing you to move faster and launch – but you’re not confident on the launches having any actual impact?&nbsp; Is your team launching features that executives don’t approve of too late in the cycle – but you don’t know how to change that?&nbsp; Have you been working on it for a while—but still don’t have an actionable plan? Then this course was made for you—and now's the best time to break the patterns and drive revenue for your team and directly contribute to top-line growth. Join product managers from Uber, Google, Meta, Twilio, Tinder, Expedia and more that have taken the course and seen immediate impact in their career.&nbsp; We come across so many Product Managers every day who try hard to make a direct impact on revenue. But they stumble along the way, costing them a ton of time and opportunities.&nbsp; Don’t get us wrong. They are extremely talented. But they lack the guidance, frameworks, and tactics that could have saved them years and made their teams millions of dollars more.&nbsp; Meanwhile, the PMs with the right revenue growth tools, case studies, and frameworks fly right by them. They don’t stay stuck and just “pray” something changes. Just like them, if you had the right tools, case studies, and frameworks in your arsenal a year ago, you would have: ✅ Unlocked the growth levers in your product using real-world case studies as examples.✅ Confidently driven tangible, lasting, and repeatable impact quarter after quarter.&nbsp;✅ Gotten promoted as a result of your direct contribution to company revenues.&nbsp;✅ Built and gotten executive approval for a quarterly roadmap that significantly impacts your business revenue KPIs.✅ Figured out your revenue equation, through the inputs, the outputs, and the interaction of these variables. When you join, you will get access to:🎚️ 8 Growth Levers · 🚀 200+ Experiment Database · 🤖 AI Growth Copilot🎯 Litmus Framework · 🗞️ Newsletter · 📅 Personalized Guidance Each course will include: ↳ Direct access to Gaurav and Kunal ↳ 5.5 hours of live lessons and group feedback over 3 weeks↳ 2 hours of prep-work or assignments↳ 2 hour-long optional office hours↳ Personalized Loom Feedback based on Take-Home Submissions You should not join if:🛑 You are not interested in making roadmap or growth strategy changes in the next quarter🛑 You are not willing to commit at least 7 hours over the 3-week period🛑 You are unable to attend the 3 required live sessions

Your days of feeling stuck trying to move the business ends today. 

Provide a brief description for each module as a way to sell the value of what students will be learning throughout the course.

First Module

Second Module

Third Module

Course syllabus

Tuesdays & Thursdays

Weekly projects

Course schedule

B2B and Marketplace Product Managers that want to crush their business outcomes

Product Managers who want to learn proven strategies to meet their revenue targets

Mid-Career Product Managers who want to learn better ways to build confidence and gain executive buy-in for a Growth Roadmap

Who is this course for

What you’ll get out of this course

💰 Identify your revenue equation to fully understand all the inputs that drive your business, the outputs you want to prioritize, and how these variables interact.

Deeper understanding of your product and its revenue equation

🤿 Deep dive into 20+ case studies of successful growth experiments to help you identify pitfalls and successes.📋 Get a standardized Litmus template to help you evaluate each product idea.🎚️ Learn 8 Growth Levers that can be applied to your own product.

Evaluate real case studies in live lessons

🤖 The Insider Growth Copilot will help you ideate and iterate using proven experiments from our database.🔁 Receive instant feedback from the Copilot, with your instructors always reviewing.

Use our AI Growth Copilot to evaluate your growth ideas

🎯 Learn the Litmus Framework to adjust your roadmap for making the best bets you can.☑️ Apply key strategies to get buy-in from key stakeholders.&nbsp;

Create a roadmap primed for executive buy-In

🚀 Get access to an exclusive database of 200+ experiments. 🧠 This invaluable resource provides you with a wealth of tested strategies and insights that you can immediately apply to your job.

Gain access to a proven experiment database

💡 Customized guidance and ideas to help you develop your roadmaps.📆 1:1 reviews for your Litmus Roadmap.

Personalized Guidance

Learn and apply 8 growth levers using a proven roadmap framework to boost your product's revenue next quarter with our growth copilot. 

Kunal Thadani

Head of Revenue Product @ Houzz

Gaurav Hardikar

VP Product @ HomeLight


Cohort 3

Cohort 4

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 strength's 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

If your events are recurring and at the same time, it might be easiest to use a single line item to communicate your course schedule to students

Feel free to type out dates as your title as a way to communicate information about specific live sessions or other events.

May 7, 2022

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

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.

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

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 1

Cohort 2

The reality facing every senior product leader: shipping features isn't enough anymore. Your roadmap is packed, your team is executing, you've implemented AI enablement but revenue growth is stalling. The gap between building products and driving business is widening. I've seen this pattern repeat across fintech, healthcare, real estate, 4 marketplaces, social, mobile, web3 and AI. The result is that you end up building features that launch but are not enough or your sales/marketing teams don’t know how to position and sell, and your career gets stuck. Instead of business results there is finger pointing and stress. The most successful product leaders solve customer problems and move the business differently. After scaling products to $285M at Braintrust, owning 0-30% of IPO revenue at Nextdoor, and building risk reporting platforms at Blackrock (that 3 teams before failed at), I've developed a system to help senior product leaders: -Transform product roadmaps into revenue engines-Build GTM strategies that drive sales-Create alignment between product, sales, marketing, finance and exec-Turn technical capabilities into market advantages-Design market adoption accelerants-Get noticed by execs and advance their careers How You'll LearnPM to G(T)M strategies is a live, hands on intensive where you'll learn to combine product execution with business strategy. Learn proven GTM frameworks through real case studies. Immediately apply the learnings to your work in boutique peer cohorts which combine group coaching with the power of collective learning and ongoing community. Through my courses and coaching, I've helped product leaders make this shift, and advance the business. Let me show you how to THRIVE in the gap between shipping and impact and unlock your career growth. Each of the four hands on sessions combines frameworks, real world business cases, templates, AMA and AI enablement to help coach you today and build a system for growth going forward.

Make quality business decisions and elevate your career.


Master GTM fundamentals through hands-on exercises building positioning matrices and sales playbooks that win deals. Apply frameworks directly to your product through peer workshopping and structured feedback sessions that refine your GTM strategy.

GTM Fundamentals - Positioning & Sales Enablement


Master Financial Leverage by turning product data into compelling business cases that secure resources and drive investment. Practice building revenue models with peer groups to develop the financial storytelling that executives trust.

Master Financial Leverage


Command Executive Presence by transforming complex product strategies into compelling narratives that move leaders to action. Create GTM presentations and stakeholder alignment plans with real-time feedback on executive communication style and strategic storytelling.

Executive Presence


Build your Growth Execution Engine by integrating GTM strategy, financial modeling, and executive influence into a comprehensive launch plan. Apply all modules' learnings through hands-on growth experiments and receive strategic feedback on your implementation roadmap.

Growth Execution Engine


2 hours of lecture, optional AMA and course work.

April 15, 17, 22, 24


2 projects each week to apply course learnings to your immediate work.

Growth-Stage PM You're trusted to ship features and lead projects, but you're hitting a ceiling in your career growth.

New Product Leader Your first management role is exciting, but no one taught you how to speak business and influence executives.

Product Director driving growth in mature markets: Transform your established product lines into new revenue streams.

You'll master proven frameworks to transform features into market opportunities and revenue. By the end of this module, you'll have a GTM strategy for your product, critiqued by peers and refined through my experience scaling and positioning products.

GTM Strategy Design


You’ll learn to build compelling business cases and revenue models that get executive buy-in through real case studies and frameworks. Then you'll create a financial strategy and experiments for your product, with feedback from leaders who've faced similar challenges.

Speak the Language of Finance

Develop skills to align executives, R&amp;D and GTM teams around a unified GTM vision. You'll build and present an executive GTM plan, practice board-level Q&amp;A with me, your peers and build your AI Board negotiation coach.

Master launching products that drive immediate revenue impact through applicable templates and real-world case studies. Your final project combines your learnings into a complete launch framework, incorporating peer insights and my direct feedback.

Master the GTM and business skills that transform good PMs into great business leaders that drive growth and command the room.


Elena Luneva

CPO, GM, VP in multiple industries teaching PMs to master GTM and drive growth.

April GTM Aces

Growth leaders and teams are expected to bring impactful results at high speed. However, in that high-paced environment, it's easy to get into a trap of constant local optimization. 👉 What is good for USER is good for BUSINESS. The biggest changes that drove product Growth for companies like Miro, Notion, Figma didn't happen due to local changes. These products combined both components: high-quality user experience and ethical PLG strategies. 📌 Growth teams face many challenges like: — Getting caught in a trap of local optimization and constant A/B testing with no impact?— How do we uncover new growth opportunities to impact Activation, Habit-forming, and Upgrades?— What behavioral principles can help create the most user-friendly and ethical solutions?— Finally, how do we receive a buy-in to implement meaningful product changes and drive Product-led Growth? I've been facing these challenges myself and collecting knowledge for years to address them. 📌 What prepared me to share this knowledge with you: 1.&nbsp;For 6+ years at Miro, I covered all parts of the Growth funnel holistically&nbsp;(Activation, Engagement, Monetisation, Community-led Growth).2. As a part of Growth Leadership at Miro, scaled from 1 Growth team (5 people) to a stream of 15 teams (170+ people).3. As a founder of Growthmates, collected knowledge directly from 20+ leaders from Notion, Canva, Dropbox, and4. As a Growth advisor, helped 10+ B2B and B2C companies in SaaS, Collaboration, Education, AI, and other sectors. 📌 What to expect on this course: ✦ Take an end-to-end look at 3 key Growth flows: Activation, Habit-forming, Upgrades ✦ Apply Behavioural science methods and uncover new opportunities through a user-centric approach ✦ Turn your ideas into roadmap by applying 5-step Growth Flow review and prioritisation framework 🎯 As a result — you will create a diverse roadmap that will translate your ideas into Quick Wins, Meaningful shifts, and Big bets that you can present and get a buy-in. 📕 Resources that you'll get as a part of the course:— 30+ product flows for Onboarding, Adoption, and Upgrade experience from Notion, Canva, Dropbox, and more— User Research Pack for Growth initiatives (Survey templates, Interview guides, and more)— Live time with Kate Syuma on sessions to receive feedback ——— ❗️ This course is NOT about abstract growth strategies. It's about real product examples, behavioral science knowledge, and PRACTICE that you can combine with your real work project. — Products that use only Sales-led model (course is about Product-led Growth)&nbsp;— Too early-stage products in the development phase (course is about your flows to analyse and improve).&nbsp;&nbsp;— If you want t learn deep Data analytics&nbsp;(course is more about Qualitative user-centric approach)

Create your Product-led growth roadmap — from Quick wins to Big bets.

📅 Join on Tuesdays for Live sessions

Bring your real growth challenge with Activation, Habit-forming, or Upgrades, and work on it by applying the frameworks shared in the course.

✏️ Work on your work-related projects during the week

Get feedback directly from me on Q&amp;A parts of live sessions, as well as from a small group of peers who are solving similar challenges — let's learn from each other!

🙌  Get feedback on your work

PMs and Product Designers working on Growth — apply frameworks and feedback to produce a roadmap to immediately take into work

"Growth team of one" — Founders and Product Leaders who drive several parts of growth simultaneously (Activation, Habit-forming, Upgrades)

Growth Marketers, User Researchers, and other Product members who want to deepen their knowledge of PLG practices and Behavioural psychology

You will create a draft of the roadmap and will apply the "3 types of initiatives" framework to articulate the value of Product-led Growth and get stakeholders' buy-in.

Create a diverse growth roadmap to get buy-in

You will get feedback from me directly and like-minded peers on the growth flow you're working on.

Get direct feedback on Growth flows improvements

User-centricity requires understanding how people behave and make decisions. You'll get access to 30 main behavioral principles; we'll practice 3 Behavioral methods — all of which are complemented with real SaaS examples.

Practice key Behavioral psychology principles

You'll practice using my 5-step Growth Framework to take a helicopter view of one of the flows you'd like to excel in —activation, Habit-forming, or paths to Upgrade. After the course, you'll learn how to incorporate this approach into your work.

Take an end-to-end look at 3 key Growth flows: Activation, Habit forming, Upgrade

For your Project work, you will apply this knowledge on 3-5 critical steps of the flows by combining Growth frameworks and Behavioural science.

Uncover new changes to impact Activation, Habit-forming, Upgrades

To inform your roadmap, you'll get 30+ flows of Onboarding, Habit forming, and Upgrade examples from the best B2B and B2C SaaS, learning how they address Activation, Habit-forming, and Upgrade experience.

🎁 Access to 30+ Growth flows visual base with best practices

Combine behavioral science and proven growth strategies to create a diverse roadmap, get buy-in, and drive impact with high quality.

Lightning Lessons

Making better growth & go-to-market strategy decisions