Courses
The framework is the easy part. The hard part is getting a customer to reconstruct a decision they made months ago — in the right order, in their own words, without you leading them. That's a trained skill, and it's what these courses teach.
01 · Free
Recorded on
Six recorded Lightning Lessons on Maven, free, forty-five minutes each. Each one works a real company rather than a framework diagram. If you only want to know whether this way of thinking is useful to you, start here and spend nothing.
Finding demand
Six signals that reveal unmet demand hiding in ordinary behaviour — friction, workarounds, non-consumption, avoidance, unexpected uses, and adjacent jobs — and how to tell noise from an opportunity worth building on.
Why buyers who understand your product still don't move — the six forces that govern switching, and where demand actually comes from.
Where the method actually changes a call — the five decisions a jobs study is worth commissioning for, rather than research run for its own sake.
Sizing & choosing
Qualitative finds the why but can't size it. Quantitative finds the what but misses the switching story. The full arc across both, worked through the real Ramp case.
Not every unmet need deserves investment. Opportunity scoring at the job level, collapsing 200+ jobs into strategic themes, and finding segments by shared unmet need rather than firmographics.
Defensibility & loops
02 & 03 · Paid
The lessons show you the instrument. These teach you to hold it. The difference between them is pace and feedback — whether you work through a prepared case on your own clock, or run the method on your own customers with someone reading your work.
The full method, on your own clock, built around a single worked case study you follow end to end. Start today, finish whenever.
One person carries the whole job, and the emotional and social layers usually decide it. Worked through the job of achieving mindfulness.
For consumer product, brand & CX teams
The same instrument against a buying committee, where the job is split across roles that reach readiness at different times. Worked through the job of safeguarding an enterprise from cyber-attack.
For founders, GTM & product marketing
Live sessions with homework on your own case, feedback between classes, and a room of people working the same problem. Runs on a schedule.
The interview itself: how to reconstruct a real switch, timeline-first, and capture forces in real time without leading the witness.
The skill that makes every other method usable
There is more than one school of jobs-to-be-done, and they answer different questions. Which framework fits growth, product, or experience work — and how to stop borrowing the wrong one.
For teams choosing a method, not just running one
Sizing and prioritising opportunities with Dominic Ricchetti — outcomes to factors to segments to priorities, and the maths behind choosing which segment to invest in.
For teams that need to defend a roadmap call
What people say
The useful signal in a course review isn't whether someone enjoyed it. It's whether they ran the method afterwards, on their own customers, and got something they couldn't get before. These are verbatim from Maven, cohort by cohort.
On the method
John has taught customer jobs-to-be-done based methods to clients across industries. He is skilled at both teaching and utilizing The Wheel of Progress® when conducting JTBD-based insights research.
From client engagements
We leveraged the jobs-to-be-done process to identify opportunities to improve our on-boarding experience, helping new Gympass members find the right plan, gym or studio for themselves along with getting started on their wellness journey.
We utilized the methods taught in this course to better understand our most important customers — their emotional connection to the brand and its products. To better tailor our marketing messages and understand different loyalty drivers.
Leveraging JTBD-based insights research helped us uncover the different motivations for adventure travel — why people choose (or not) G Adventures, along with the outcomes people are seeking to accomplish from dreaming about their trip to booking their tour to preparing for travel to the travel experience itself.
The Four Forces Model taught in this course is like "gold". It helped us build a better understanding of homeowner motivations and switching behavior related to moving in, repairing, upgrading, maintaining or improving their home.
Conducting jobs-to-be-done interviews across different luxury personas helped us uncover unmet needs related to finding inspiration, discovering new brands, shopping for an item, shopping for an outfit, finding good deals and getting the type of VIP experience they expect.
As part of client engagements, John teaches individuals and teams how to leverage customer jobs-to-be-done research to inform GTM strategy and positioning, product marketing, direct sales methods, product management, and customer support/success.
Foundations — B2C case studyReviews on
★★★★★
As a CX practitioner, I was seeking deeper knowledge of the Jobs to be Done methodology to better understand customer needs. This training delivered — providing a comprehensive overview of JTBD concepts and frameworks, plus invaluable hands-on practice, including how to leverage ChatGPT in this process.
★★★★★
This course gave theory AND practical exercises to start to use the knowledge from the course. It was more of an interactive approach, rather than a lecture. Much better for being able to use JTBD in my work world.
★★★★★
I really enjoyed the course. Combining the JTBD framework with AI was a really nice (and interesting) touch. As a podcast host of Human-Centered AI and a user researcher, I found this course to be useful from both perspectives. Thank you so much, John!
★★★★★
The extensive material John provides about the JTBD framework, and how easy he makes it look, clearly show his experience. The addition of ChatGPT to test different scenarios offers an interesting approach to how technology can help prevalidate human-centered case studies.
★★★★★
As a UX leader, I looked for a platform for JTBD that would allow me to use AI to add to my design practice. What I walked out with was a more comprehensive toolset. Scalable, flexible and practical. UX designers, in a variety of design roles, will be able to bring this into their disciplines quickly with immediate results.
Foundations — B2B case studyReviews on
★★★★★
The JTBD B2B Case Study was insightful due to the nuances involved in selling to businesses. The class also highlights the customer challenges B2Bs are experiencing with the dark funnel and how one can use JTBD to uncover the invisible issues. Well worth the investment of time and the chance to see how ChatGPT prompting can help accelerate the process.
★★★★★
Terrific course for Product Marketers looking to conduct deeper customer research. John teaches you how to get the crowd knowledge quickly using ChatGPT to augment live interviews!
★★★★★
Powerful framework for engaging customers on their terms, plus good tips on using generative AI.
Choosing the Right JTBD FrameworkReviews on
★★★★★
I work in B2B outbound and came in wanting to go deeper than the surface-level JTBD content you see everywhere. This course delivered. Three things that stuck: the Wheel of Progress gave me a practical model for timing outbound messages to where buyers actually are, not where I wish they were.
★★★★★
John breaks down the different JTBD frameworks in a very clear way. While there are many arguments out there about "the best JTBD" framework, John puts them all into context — to mix and match what is useful in different situations. As always, most value comes from doing practical homework.
★★★★★
I've found Jobs-to-be-Done frameworks really elevate strategic thinking around product strategy and prioritization. This course went beyond the books and helped me connect the concepts to real work through practical tools, examples, and exercises I could use right away in discovery and roadmap planning.
★★★★★
I had a vague idea about the JTBD concept before starting the course, but John presented very thorough and wide-ranging details about the three frameworks that helped me concretely understand key ideas about JTBD theory. The material is also very practical, and I apply the principles from the course in my day-to-day work.
★★★★★
This course delivered exactly what it advertised. I wanted to know how to use the three frameworks for JTBD, and John not only taught them and walked us through them — he gave us a serious project using all three, building models to market a product based on what we discovered.
★★★★★
This is the most comprehensive course on JTBD and very helpful.
Customer JTBD Fundamentals (Listening & Behavioural Barriers)Reviews on
★★★★★
I was searching for an online Jobs-to-Be-Done course to build a solid foundation and improve how we create content around the JTBD framework. The practical, hands-on exercises had a significant impact on my progress. I didn't just learn the theory — I learned how to actually use it. Highly recommended for anyone who wants to go beyond surface-level JTBD understanding and truly apply it in their work.
★★★★★
There are lots of (sometimes competing) theories and frameworks for understanding customer needs and their buying decisions. John has demystified key concepts of jobs-to-be-done and behavioural science, showing how they can be integrated to enhance product design and marketing.
Who's in the room
Enterprise insurers and banks, consumer brands, health systems, a national lab, travel, energy, agencies and one-person consultancies — often in the same cohort, which is most of why the discussion is worth showing up for. A selection; not the full list.
If you'd rather not learn it
Courses make sense when the research capability is something you want to keep in-house — when you'll be running interviews again next quarter and the quarter after. If what you actually need is a decision made this month, the faster route is to have the work run for you.