Customer Centric LLC

Cohort 3

Cohort 4

Cohort 5

Cohort 1

Cohort 6

Leveraging Customer JTBD research methods to shine a light on the Dark Funnel of B2B Marketing.

Cohort 2

B2B Customer Value Cohort 1

Pioneers of JTBD + BeSci Interviewing

Cohort 1 ChatGPT driven JTBD Research

Cohort 2 of JTBD plus BeSci Research

Cohort 7

Cohort 8

Cohort 9

Cohort 10

Cohort 11

Cohort 12

An overview of The Wheel of Progress(R) Framework covering the twelve elements of customer progress. Includes B2C and B2B examples of customer jobs-to-be-done interview results.

The Wheel of Progress Framework(R)

Review the B2B SaaS Ramp Case Study we utilize during the course as we cover market definition, job mapping, survey design, opportunity analysis, advanced methods (thematic analysis, principal component analysis, segmentation, etc.), and the five core business decisions informed by JTBD research.

Checkout the B2B SaaS Ramp Case Study

Formulate a clear behavior design challenge as a North-Star for your project.

Behavioral Strategy Canvas

🎯 Your Go-To Guide for Behavior Change—The 15 Strategies Poster! Keep the 15 proven behavior design strategies from the Make It Toolkit by your side—perfect for brainstorming, planning, and designing impactful solutions.

Make It Toolkit Poster

Product managers who drive strategy, development, and launch of products.

Startup founders building new businesses, from MVP to scale.

Conducting user interviews, surveys, and usability studies to understand customer needs and validate decisions.

Identifying opportunities and validating what to build through customer research, experimentation, and prioritization.

Leverage The Wheel of Progress® to learn advanced listening skills (JTBD + BeSci) for conducting customer JTBD research.

Managing Partner - Customer Centric LLC

JOHN GUSIFF

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

Customer Jobs-to-be-Done Fundamentals

Marketing analyst

Designers who craft user experiences, interfaces, and visual design.

Marketers who drive brand awareness, customer acquisition, and growth across channels.

Setting strategic direction, making high-stakes decisions, and translating vision into execution.

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

Choosing the Right JTBD Framework for Growth, Product, and Experience

Growth & AI GTM Consultant – Clay Expert

Principal Product Manager

Senior Software Engineer

User researchers conducting interviews, usability studies, and customer research to inform product decisions.

Upgrade your JTBD interviewing game.
Learn the full process— from planning to execution—practice interviews that uncover customer progress.

Managing Partner, Customer Centric LLC

John Gusiff is the Managing Partner for Customer Centric Solutions LLC

JTBD Customer Discovery Interviews

Senior Software Developer

Product Manager

Senior Product Manager

Consultant

Learn Advanced JTBD quantitative methods that prioritize opportunity, guide product roadmaps, and shape exceptional customer experiences.

Insights Architect, Consultant CX/UX/MR

DOMINIC RICCHETTI

Insights Architect, Consultant CX/UX/MR Strategy and Methods

Quantitative JTBD Methods for Smarter Product & Experience Decisions

Product Manager 

Director

Citi

Ecobee

lululemon athletica

Wellhub

TransAlta

This course shows you how to apply JTBD to real business decisions—by using the right framework for the right use case.You’ll move beyond idea-driven innovation to designing around customer progress—what actually drives demand, adoption, retention, and growth. Rather than treating JTBD as one method, you’ll learn how it applies across seven real-world use cases, grouped into four goals:<ul><li>Growth &amp; Market Expansion – increase demand and adoption</li><li>Product &amp; Offering Differentiation – compete through better products and services</li><li>Experience &amp; Decision Enablement – reduce friction and support confident decisions</li><li>Retention &amp; Long-Term Value – improve customer success and loyalty over time</li></ul>You’ll compare the top three JTBD frameworks side by side—Ulwick’s ODI, Kalbach’s JTBD Canvas 2.0, and Boehme’s Wheel of Progress®—to understand when to use each and where they fall short.In the final project, you’ll apply the right JTBD approach to your own use case, leaving with a practical, decision-ready framework you can take back to your team.

Using Customer JTBD Methods Across Growth, Product, and Experience

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.

G Adventures

Humana

Intuit

Microsoft

ServiceNow

YouTube

🔍 Uncover. 📊 Quantify. 🚀 Innovate.Transform Your Product Experience and Strategy with Jobs-to-Be-Done ResearchMost teams stop at the customer interview. But understanding customer progress isn’t just about rich stories — it’s about translating that insight into an actionable, quantified strategy. Gain the tools, methods, and confidence to drive smarter product decisions leveraging proven jobs-to-be-done quantitative research methods.It will be case study-based course you'll get hands-on experience in the following:🎯 Define your market (job performer + job=to-be-done) using the Market Definition Canvas🔍 Identify the core job, related jobs, and emotional context🛠️ Create a robust process map to reveal friction and opportunity across the customer journey🎯 Pinpoint and validate the right target audience📋 Design outcome-based surveys that quantify product and CX opportunities📈 Run opportunity scoring to prioritize what matters most🧠 Make strategic decisions based on actual customer progress — not opinionsWe’ll leverage powerful frameworks and methods from Tony Ulwick and Jim Kalbach.

Uncover. Quantify. Innovate.
Transform Your Product and CX Strategy 

Frame Your JTBD Research with Precision

Build a Robust Job Map for Quantitative Analysis

Design an Outcome-Based JTBD Survey (Quantitative)

Analyze and Visualize JTBD Survey Data

Create a JTBD-Validated Product & Experience Strategy

Apply PCA + JTBD to Advanced Business Decisions

Innovation Leaders seeking to identify underserved markets and high-impact opportunities that shape product and experience strategy.

Product managers looking to prioritize jobs/outcomes using quantitative customer needs data, not just gut instinct.

User and UX Researchers ready to move beyond interviews and turn JTBD insights into statistically valid, data-backed findings.

Integrating behavioral science into jobs-to-be-done research to uncover both customer progress and the psychological barriers that shape it.Great go-to-market and product growth teams don't just ask better questions - they understand how product decisions are made..This course teaches you how to listen through two powerful lenses:<ul><li>Jobs-to-Be-Done (JTBD): Understand the progress customers are trying to make.</li><li>Behavioral Science (BeSci): Decode the psychological barriers holding them back.</li></ul>Together, these lenses reveal the causal structure of behavior — what drives action and what prevents it.<h3>Why Listening Matters</h3>Most customers can’t clearly explain their decisions. They tell post-rationalized stories — what they think motivated them. JTBD interviewing helps surface the real progress they’re seeking. But when you layer in BeSci, you also uncover why progress gets blocked — by fear, friction, habit, or cognitive bias.In short: 🧭 JTBD helps you hear the progress. 🧠 BeSci helps you hear the barriers. It's a practical, hands-on class packed full of eight tailored JTBD + BeSci listening exercises.

Customer Jobs-to-be-Done Fundamentals (Powered by Behavioral Science)

Listen for Progress:

Detect Behavioral Barriers:

Apply Behavioral Science Frameworks:

Decode Causality in Conversations:

Strengthen Your JTBD Practice:

A Startup Founder who wants to shorten their customer and product discovery efforts - find both product and language market fit faster.

A Product Owner who wants to prioritize and fall in love with the problem to be solved prior to thinking about the solution.

The Marketer who wants to better tailor their messaging speaking to the core job-to-be-done, motivational forces, desires and avoidances.

TL;DR: You'll learn the step-by-step process for conducting a Behavioral Design Sprint leveraging the Make It Toolkit from behavioral challenge statement to prototyping and validating your behavioral design hypotheses. All GenAI-powered (human in the loop)! We took the original Design Sprint process and made it more human-centered by integrating the Make It Toolkit for behavioral design into it - we call the new and improved process The Behavioral Design Sprint: Strategize to Formulate Challenge:- Choose a Product or Service- Define target behaviors to encourage or discourage- Formulate a behavioral challenge statement Map the Behavioral User Journey:- Start at the end, map the behavior journey- Utilize the Make It Toolkit Five Laws of Behavior to analyze the customer journey- Identify Make It barriers to progress- Identify and prioritize opportunity points (design interventions)- Prioritize Opportunity (design intervention) Points using RICE Prioritization method- ChatGPT prompt empowered leveraging the Make It Toolkit Five Laws of Behavior and RICE Prioritization Method Brainstorm Ideas &amp; Interventions:- Idea generation using the Make It Toolkit strategies and tactics- Idea refinement leveraging combo/trade-offs to evaluate different Make It Strategy combinations- ChatGPT prompt empowered using the 15 Behavioral Design Strategies within the Make It Toolkit- Formulate a set of behavioral design hypotheses Sketch Solutions Concepts &amp; Buid Prototype:- Sketch concepts to visualize them (core user flows, journeys, experiences)- Choose Design Method and Fidelity (storyboard, mock-up, wireframe, etc.)- Build/Prototype Solution Concepts to be tested- Utilizing ChatGPT prompting and a GenAI powered UX/UI Toolset Test and Validate:- Prototype the chosen Solution Concept using GenAI-based tools- Recruit targeted audience for the Test- Test and Validate the Solution Concept referencing Behavioral Design Hypotheses- Utilizing ChatGPT prompt-driven test and validation criteria alongside best-of-breed tools The enter process is GenAI-powered with a human in the loop where required (you get to decide). The course is Case Study-based and I've hand-picked three specific case studies (e.g., healthcare, renewable energy, and financial services) to guide your learning journey. You'll learn about the key differences between traditional customer journey mapping and behavioral journey mapping (e.g., focus, design objectives, psychological elements, and outcome vs. process orientation). You'll get an overview of the Five Laws of Behavior: 1st Law: B=f(P*E) by Kurt Lewin; 2nd Law: B=S1+S2 by Kaniel Kahneman; 3rd Law: A-&gt;B-&gt;C by B.F. Skinner; 4th Law: B=MAP by B.J. Fogg; and 5th Law: B=f(I,E) by Deci and Ryan. You'll learn about the Five Core Components of a Behavioral Journey Map: (1) Behaviors&nbsp;- what does the user do represented as a behavioral journey map? starting at the end and mapping out all user behaviors and associated user tasks. (2) Prompts&nbsp;- what internal or external triggers prompt the behavior? All behavior is prompted whether internally or externally. (3) Consequences&nbsp;- what are the immediate and/or delayed consequences (positive or negative) of the behavior? (4) Barriers&nbsp;- what prevents people from taking action or making progress? are there motivational, ability, or prompt/attention-related behavioral barriers to progress? (5) Opportunity Points&nbsp;- what opportunities are there to help the user make better progress and/or improve the overall experience? You'll learn about how to identify and leverage different Design Intervention Strategies: (1) Antecedent Intervention&nbsp;- involves setting up new cues or prompts to trigger the behavior and/or refining them to make them more effective; (2) Behavioral Intervention&nbsp;- focusing on modifying the environment and/or the process surrounding the behavior, helping people overcome identified barriers to progress (person, environment, motivation, ability, and/or prompt/attention); and (3) Consequential Intervention&nbsp;- ways in which to impact or modify the outcomes (positive or negative) of a behavior in order to reinforce its occurrence. You'll learn about leveraging the 15 core makeit behavioral design strategies and associated tactics for helping people make user's make progress and achieve desired outcomes. A few examples of the makeit behavioral design Strategies you'll learn to apply: -&gt; Make it Easy: Decrease the real or perceived cost and the cognitive or physical effort required to encourage a behavior. -&gt; Make it Attractive: Frame choices, goals, and experiences as familiar, relevant, and immediately beneficial, appealing to the senses or in comparison to alternatives. -&gt; Make it Tangible: Encourage and reinforce behaviors, effort, progress, and success with tangible incentives and rewards. -&gt; Make it Empowering: Increase the sense of autonomy, control and choice over people’s course of action and encourage creative, strategic, and adaptive thinking. -&gt; Make it Yours: Build commitment and leverage or increase people’s sense of ownership and attachment to outcomes, products, and experiences. -&gt; Make it Meaningful: Leverage people’s beliefs, need for order and context, and connect the desired behaviour, goal, or experience to higher values that transcend the individual. and more! How to Design with Behavior in Mind. You'll learn about the makeit toolkit's Comb/Trade-off process to present, evaluate, and improve ideas via cross-team inspection as part of the ideation process. You'll learn how to formulate Behavioral Design Hypothesis(es) to guide and inform your prototyping and testing efforts with real customers. And finally, you'll learn how to Prototype and Test your ideas/solution concepts leveraging best-of-breed GenAI tools for UX/UI helping you plan, execute, and validate your ideas with actual customers. Throughout the process, we'll teach you how to leverage Generative AI (ChatGPT) as part of the makeit Behavioral Design Sprint approach. The practical methods you learn will help you in introducing a behavioral design process to your teams. It's going to be an amazing course! We cannot wait to share with you these practical and empowering methods and tools for GenAI-powered behavioral design efforts!

GenAI-driven case study to run a behavioral design sprint using Make It Toolkit

Course syllabus

We'll meet LIVE as a cohort walking through specific topics each session, building behavioral journey maps, ideating on behavioral design strategies + tactics, behavioral design hypothesis, prototyping and testing solution concepts. All GenAI-powered + Human in the Loop!

LIVE Cohort - Eight Sessions  across Five Weeks

Session 1: Course overview and Make It Toolkit Session 2:Behavioral Journey Mapping Session 3: Ideation and Solution Concepts Session 4: Demo Day GenAI Tools Session 5: Prototyping Session 6: Testing Session 7: Showcase (prototyping results) Session 8: Your GenAI Portfolio

The GenAI-powered Behavioral Design Sprint

Additional Office Hours between sessions with provide further Q &amp; A opportunities, three of them, spread out throughout the course to raise up and discuss any topic related to the course.

Office Hours - Q & A

Leveraging the student portal on the Maven platform for posting announcements, reading materials, general discussion, and takeaways from the class.

Student Portal for Cohort Discussions, Sharing of additional Resources

Course schedule

Product managers wanting to make sure the products and services they design are behavioral informed and more likely to succeed.

Designers wanting to have better context around the users they are designing for and the specific behaviors that need to be influenced.

Behavioral scientists seeking to better integrate applied behavioral science into the design process.

Researchers wanting to ensure that the insights they capture help contextual inform the specific user behaviors to be influenced.

Scrum masters looking to better align teams on more focused customer outcomes via a behavioral challenge statement.

Collectively, aligning a team around a set of behavioral design hypothesis to influence customer decision making &amp; progress moving forward.

Who is this course for

What you’ll get out of this course

The step-by-step process for conducting a Behavioral Design Sprint leveraging the Make It Toolkit from behavioral challenge statement to prototyping and validating your behavioral design hypotheses. All GenAI-powered (human in the loop)!

The GenAI-powered Behavioral Design Sprint (Human in the Loop)

How we made the Design Sprint process more human-centered by integrating the makeit toolkit into it. Starting with a behavioral challenge statement.

Introduction to the Make it Toolkit for Behavioral Design

The Five Laws of Behavior B=f(P,E) Kurt Lewin, B=f(S1,S2) Daniel Kahneman, (A-&gt;B-&gt;C) B.F. Skinner, (B=MAP) BJ Fogg, and B=f(I,E) Deci &amp; Ryan to inform behavioral design.

Introduction to the Five Laws of Behavioral Science

The core differences between a behavioral journey map and a traditional journey map (focus, design objective, orientation) and the five core components to a behavioral journey map (prompts, behavior, consequences, barriers, and opportunity points).

Behavioral Journey Map vs. Traditional Journey Map

An interactive, case study based exercise to create a behavioral journey map from start to finish, Covering in detail the five core components: behavior, prompts, consequences, barriers, and opportunity points.

Interactive Behavioral Journey Mapping Case Study

As part of the case study based exercise learning how to leverage the fifteen (15) makeit behavioral design strategies and associated tactics to ideate on how to better influence customer progress and design a better experience.

Ideating leveraging the 15 makeit Behavioral Design Strategies

Formulating a behavioral design hypothesis to drive prototyping and validation with consumers or customers aligned with the original behavioral challenge statement.

Formulating a Behavioral Design Hypothesis

Prototyping, testing and validating ideas/solution concepts leveraging best-of-breed GenAI powered toolsets for storyboarding, UX/UI prototyping and design, rapid usability testing and research synthesis.

Prototype, test and validates your Ideas/Solution Concepts

A GenAI behavioral design sprint case study demonstrating your knowledge of how to leverage generative AI-based methods and tools to facilitate and empower the design process with a cross-functional team.

GenAI Design and Prototyping Case Study

Master GenAI powered human-centered experience design using the Makeit toolkit for effective behavioral product & service design.

Mahnaz Hajesmaeili

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

Gympass

ModeSens

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

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.

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.

Citi Bank

Porch

Acquire the Skills to Run Customer JTBD Interviews with Confidence🔍 Stop guessing why customers buy. Instead, learn how to uncover the real stories of progress that shape decisions.Most customer interviews fall short.Why? Because teams often:❌ Ask about features instead of struggles❌ Accept surface-level answers❌ Miss the non-obvious jobs that drive switching behaviorThis hands-on Customer JTBD Interviewing Skills course helps you break those habits and master a repeatable, end-to-end Customer JTBD Research Process.You won’t just “learn the theory”—you’ll practice it live, using a real-world case study of your choice, and walk away with insights you can 💡 immediately apply to product, marketing, and sales decisions.

Aquire the skills and methods to perform Customer JTBD interviews yourself:

Plan and Conduct JTBD Interviews with Confidence

Uncover the Full Story Behind Customer Decisions

Identify the 12 Elements of Customer Progress

Synthesize Insights Across Multiple Interviews

Discover High-Value Opportunities

Turn Insights Into Action

The Marketer who wants to better tailor their messaging to the core jobs-to-be-done (aspirational, functional, emotional, social)

A Product Manager who wants to fall in love with problem (based upon jTBD research) prior to thinking about the solution.

The Designer or Researcher who wants to better understand constraints or behavioral-based barriers to customer progress.

We'll be covering what I view to be the most important topics covered across a collection of JTBD classics written about job theory and customer jobs-to-be-done research methods by various thought leaders. Help make sense of the different JTBD frameworks, decide which version best suits your needs, and what it would take to adapt this framework. I'll be covering 25+ different topics (JUST WOW!!) from each of the different thought leaders along with examples of how I've applied it in my client work in both B2C and B2B contexts. There isn't a compilation of JTBD knowledge like it. What does&nbsp;Clayton Christensen&nbsp;have to say about:-&gt; The Innovation Problem-&gt; The Right Question-&gt; The Causal Mechanism-&gt; Customer Progress, Not Products-&gt; The Milkshake Story (Situational Context)-&gt; What isn't a Job-&gt; Jobs in the Wild/Job Hunting-&gt; Limitations of Job Theory-&gt; Bonus Topics (my takes): Discovering jobs-to-be-done by mapping the ecosystem What does&nbsp;Alan Klement&nbsp;have to say about:-&gt; Creating a "new me" - Self Betterment-&gt; People have Jobs; Things Don't-&gt; Be goals vs. Do goals-&gt; Job Hierarchy-&gt; Bonus Topics (my takes): Job Hierarchy as Goals, sub-goals, tasks, and activities; the Experience Economy What does&nbsp;Bob Moesta&nbsp;have to say about:-&gt; Demand-side vs. Supply-side Sales-&gt; The Struggling Moment-&gt; Five Key Principles-&gt; The JTBD Timeline-&gt; The Four Forces Model-&gt; Bonus Topics (my takes): How The Wheel of Progress® framework integrates and expands on these models (with B2C and B2B examples) What does&nbsp;Jim Kalbach&nbsp;have to say about:-&gt; JTBD (who, what, how, why, when/where)-&gt; JTBD Principles and a "Way of Seeing"-&gt; The JTBD Canvas 2.0 with a focus on Main Job/Related Jobs, Outcome Statements, and Job Differentiators-&gt; JTBD Recipes and Play-&gt; Bonus Topics (my takes): Examples from my client work of the different JTBD Recipes and Plays in action What does&nbsp;Tony Ulwick&nbsp;have to say about:-&gt; Idea-driven vs. Jobs-based Innovation-&gt; Types of Innovation-&gt; The Outcome-driven Innovation Process-&gt; Growth Strategy Matrix-&gt; The Market Definition Canvas-&gt; The Universal Job Map-&gt; Over-served and Under-served Jobs-&gt; Bonus Topics (my takes): Examples of Growth Strategy Matrix, Univeral Job Map, and JTBD Quantitative Research in practice There continues to be some confusion around the different perspectives regarding JTBD. We'll clear it up for you. I've been a practitioner of JTBD research for over a decade leveraging the principles and methods to inform how to better design experiences to drive brand connection, advocacy, and loyalty. How to help customers make progress in their lives!

The Customer JTBD Book Tour (Best of Topics)

&gt;&gt; 1st Session: Customer JTBD Theoretical Frameworks &gt;&gt; 2nd Session: Getting more Practical as a JTBD Practitioner &gt;&gt; 3rd Session: Getting more Analytical and Strategic All Sessions Recorded.

Three LIVE Cohort Session (90 minutes each)

Founders who want to drive growth and better understand customers.

Marketers who wish to better connect with their audience and find language-market fit.

Product Managers seeking to innovate products and better meet customer needs.

Researchers seeking to drive deeper insights through an understanding of customer progress.

Designers wanting to elevate user experience and build products people love.

Absorb key insights from seminal JTBD books, ensuring you grasp essential concepts and theories.

Deep Dive into JTBD Classics

Engage with carefully selected topics and concepts from each book, designed to enhance your understanding and application of JTBD principles.

Focused and Practical Learning

Connect with fellow JTBD enthusiasts and practitioners, creating opportunities for discussion, knowledge sharing, and professional networking.

Collaborative Environment

Improve your ability to apply JTBD theory in real-world scenarios, making you a more effective researcher and practitioner.

Enhanced Practitioner Skills

Gain practical strategies and methodologies that you can immediately implement in your work to drive better customer understanding and innovation.

Actionable Takeaways

Take away advanced concepts around customer jobs-to-be-done theory from the experts. Become a better JTBD practitioner and researcher.

Learn directly from Customer Centric LLC

Customer Centric LLC

Courses

Choosing the Right JTBD Framework for Growth, Product, and Experience

Quantitative JTBD Methods for Smarter Product & Experience Decisions

Customer Jobs-to-be-Done Fundamentals

GenAI-powered Behavioral Design Sprint using Make It Toolkit

Workshops

JTBD Switch Interviews: Discovering Why Customers Actually Buy

Lightning Lessons

From Product-Led Growth (PLG) to Progress-Led Trust (PLT)

Progress or Process? Two Lenses for Jobs to be Done

GTM Which Business Loops Matter Most by Stage of Growth

GTM The Psychology of Demand

No single moat is durable. Stack them.

JTBD in the Wild: Discovering Demand and Opportunity

Services

Make it Toolkit Behavioral Design Sprint (2 Days)

Resources

The JTBD Field Guide - Switching Interviews

The Stacking Moats Playbook

The Wheel of Progress Framework(R)

Checkout the B2B SaaS Ramp Case Study