JTBD in the Wild: Discovering Demand and Opportunity

Hosted by John Gusiff and Colin Duff

Wed, May 6, 2026

5:00 PM UTC (1 hour)

Virtual (Zoom)

Free to join

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Invite your network

Go deeper with a course

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

JOHN GUSIFF

View syllabus

Wed, May 6, 2026

5:00 PM UTC (1 hour)

Virtual (Zoom)

Free to join

145 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

Why high-value jobs are often overlooked in everyday behavior — and how to spot them before others do.

Six Powerful Lenses for Jobs to be Done Discovery

Learn six powerful lenses for jobs-to-be-done discovery (e.g., friction, workarounds, non-consumption, etc.).

Tips and Tricks for Uncovering JTBD in the Wild

Creative methods, tips and tricks for uncovering new demand and opportunity leveraging the six lenses of JTBD discovery.

How to Prioritize the Right Jobs

Use practical lenses to distinguish incremental noise from high-value, underserved jobs worth pursuing.

Why this topic matters

Most founders and product managers start with ideas; great teams start with real demand hidden in everyday behavior. Learn how to spot these signals early to uncover underserved Jobs-to-be-Done, reduce product risk, and identify high-value opportunities worth building 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.

Colin Duff

JTBD Expert, Mosaic Innovation

Colin Duff is a Jobs-to-Be-Done and innovation strategist specializing in demand discovery, opportunity identification, and growth strategy. He helps organizations uncover high-value customer jobs and identify founder-scale opportunities hidden in everyday behavior.

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