Aquire the skills and methods to perform Customer JTBD interviews yourself:
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 behavior
This 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.
What you’ll learn
Upgrade your JTBD interviewing game. Learn the full process— from planning to execution—practice interviews that uncover customer progress.
Use the 62 JTBD Interview Cards to plan, guide, and execute interviews
Learn what questions to ask and how to uncover the full customer story
Identify struggling moments, switching triggers, and desired progress
Apply the Wheel of Progress® and switching forces to understand behavior
Identify the 12 Elements of Customer Progress
Understand what motivates customers and what holds them back
Aggregate insights across interviews to identify patterns
Discover common themes, segments, and opportunities
Identify unmet needs and underserved demand
Find friction points that inform product and GTM strategy
Translate findings into desire for progress statements and prioritized opportunities
Apply insights to product, GTM, and customer experience decisions
Learn directly from JOHN
JOHN GUSIFF
John Gusiff is the Managing Partner for Customer Centric Solutions LLC
Who this course is for
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.
What's included
Live sessions
Learn directly from JOHN GUSIFF in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
Your purchase is backed by the Maven Guarantee.
Course syllabus
6 live sessions • 22 lessons
Week 1
Apr
28
Session 1: Introduction and Overview of E2E JTBD Research Process
The Focus of Your Research (different types of Customer JTBD interviews)
Selecting a Case Study
Formulating a Hypothesis for Job Performer/Job-to-be-done
Determining your Recruitment Strategy
Planning your Customer JTBD Research (end-to-end process)
Reviewing Milestones for Case Study Execution (recruiting, interviewing, etc.)
JTBD Listening Exercise (Optional)
Week 2
May
5
Session 2: Select a Case Study for your Team
Formulate a Hypothesis around your Case Study
Recruitment Strategy
Customer JTBD Interview Structure
Customer JTBD Interview Spectrum
Customer JTBD Interview Structure using JTBD Cards
Customer JTBD Interviews (Team roles and responsibilities)
Revisit the Milestones for Case Study Execution (recruiting, interviewing, etc.)
May
7
Office Hours (Interview Structure)
Schedule
Live sessions
1-2 hrs / week
LIVE sessions + Office Hours across Six Weeks
Tue, Apr 28
5:00 PM—7:00 PM (UTC)
Tue, May 5
5:00 PM—7:00 PM (UTC)
Thu, May 7
6:00 PM—7:00 PM (UTC)
Projects
2-4 hrs / week
Focused on recruiting, interviewing, and synthesizing insights across 2 to 4 customer JTBD interviews.
Async content
1 hr / week
Additional resources made available in the course syllabus.
Frequently asked questions
$1,025
USD