JTBD in the Wild: Discovering Demand and Opportunity

Hosted by John Gusiff

Wed, Mar 11, 2026

5:00 PM UTC (45 minutes)

Virtual (Zoom)

Free to join

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

JOHN GUSIFF

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Wed, Mar 11, 2026

5:00 PM UTC (45 minutes)

Virtual (Zoom)

Free to join

55 students

Invite your network

Go deeper with a course

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

JOHN GUSIFF

View syllabus

What you'll learn

Why Jobs to be Done are Hiding in Plain Sight

The reason why jobs-to-be-done are hiding in plain sight - it doesn't have to be this way.

How to spot real demand in the wild

Learn the 5 proven JTBD hunting methods to find demand via behavior, workarounds, avoidance, non-consumption, odd uses.

Identify founder-scale opportunities with Ecosystem Mapping

Map system-level jobs to uncover orphan opportunities that exist between products, tools, and services.

Converting Signals into a Job Hypothesis

A simple approach to convert signals into a Job Hypothesis to be studied further.

Why this topic matters

Most teams fail because they misread demand early. The 5 JTBD methods help you see real jobs in everyday behavior, while Ecosystem Mapping reveals larger, founder-scale opportunities hidden between products and services. Together, these skills reduce idea risk, sharpen judgment, and help you choose problems worth building companies around.

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 customer progress, advocacy, and loyalty.

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