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Introduction To Jobs To Be Done (jtbd) Methodology
Published 7/2025
MP4 | Video: h264, 1280x720 | Audio: AAC, 44.1 KHz, 2 Ch
Language: English | Duration: 1h 3m | Size: 1 GB
Master JTBD methodology to understand customer behavior, prioritize features, and drive product innovation
What you'll learn
Product managers who want to prioritize features based on real customer needs rather than opinions or competitor copying
UX researchers and designers seeking deeper customer insights beyond demographics and traditional user personas
Startup founders and entrepreneurs who need to validate product-market fit and identify breakthrough innovation opportunities
Marketing professionals looking to create value propositions that resonate with actual customer motivations and circumstances
Business strategists and consultants wanting to help clients understand their markets and customers more effectively
Innovation teams at established companies seeking systematic approaches to identify new growth opportunities
Requirements
Basic understanding of product development or customer research processes (no prior JTBD experience needed)
Description
Transform how you understand customers and build products with the Jobs-to-be-Done methodology - the framework that helped McDonald's increase milkshake sales by 7,000% and powered innovations at Netflix, Airbnb, and Tesla.Are you tired of building features nobody wants? Struggling to understand why customers choose competitors? Frustrated with demographic data that doesn't drive real insights?The Jobs-to-be-Done (JTBD) methodology will revolutionize how you approach customer research, product development, and innovation strategy.What Makes This Course Different?Unlike traditional market research that focuses on customer characteristics, JTBD reveals the circumstances and progress that drive purchase decisions. You'll learn why a 25-year-old and 55-year-old might hire the same product for identical reasons, while people with similar demographics make completely different choices.This isn't just theory - you'll master practical techniques used by leading product teams at companies like Netflix, Uber, and Tesla to:Understand the real reasons customers switch productsIdentify breakthrough innovation opportunitiesPrioritize features based on actual customer jobsCreate compelling value propositions that resonateCourse Structure & Learning PathModule 1: JTBD Foundation EssentialsUnderstand what Jobs-to-be-Done really means and why it's powerfulMaster the mindset shift from features to progressLearn the three dimensions of every job: functional, emotional, and socialCompare JTBD with traditional research approachesModule 2: JTBD Research MasteryDesign focused research studies with clear job hypothesesMaster interview techniques that reveal real customer motivationsTransform customer insights into actionable job storiesLearn the "When I... I want... So I can... But currently..." frameworkModule 3: Strategic JTBD ApplicationApply JTBD insights to product development and feature prioritizationIdentify innovation opportunities in underserved and overserved marketsCreate job-based value propositions and go-to-market strategiesMeasure success with job performance metrics, not just usage dataReal-World Applications You'll MasterCustomer Research: Learn interview techniques that go beyond surveys and focus groups to uncover the circumstances that drive behavior. You'll discover why customers really switch products and what progress they're seeking.Product Development: Use the job performance framework to prioritize features based on importance and satisfaction gaps. Stop building features nobody wants and start solving problems customers actually have.Innovation Strategy: Identify breakthrough opportunities by finding jobs that are important but poorly served. Learn how companies like Airbnb and Uber discovered entirely new markets.Marketing & Positioning: Create value propositions that connect directly to customer situations and desired outcomes. Your messaging will resonate because it speaks to real progress, not abstract benefits.What You'll GetProven frameworks used by successful product teamsInterview templates and question guides for customer researchPrioritization matrices for feature and opportunity evaluationJob story templates that transform insights into actionReal case studies from companies like McDonald's, Netflix, and TeslaPractical exercises you can apply immediately to your productsWho This Course Is ForThis course is perfect for product managers, UX researchers, startup founders, marketing professionals, and business strategists who want to understand customers at a deeper level. Whether you're building digital products, physical products, or services, JTBD principles apply universally.You don't need prior experience with Jobs-to-be-Done, but you should have some exposure to product development or customer research. The concepts are accessible to beginners while providing advanced insights for experienced professionals.Why Learn From Me?With over 10 years of product management experience, including work in AI, platforms, and apps, I've applied JTBD methodology across diverse industries and company stages. As Head of Product at a leading tech startup, I've seen firsthand how this framework transforms product decisions and drives growth.I'm passionate about sharing practical, actionable knowledge that you can implement immediately. This course distills years of experience into clear, step-by-step guidance that avoids common pitfalls and focuses on what actually works.Your Learning JourneyEach module builds progressively, starting with foundational concepts and advancing to strategic applications. You'll work through real examples, practice with templates, and develop skills you can use immediately in your current role.The course includes both conceptual frameworks and practical tools, ensuring you understand not just the "what" but the "how" of implementing JTBD methodology effectively.By the end of this course, you'll think differently about customers, products, and innovation. You'll have the skills to uncover insights that drive real business results and the confidence to apply JTBD methodology in your own organization.Ready to transform how you understand customers and build products? Enroll now and start mastering the Jobs-to-be-Done methodology today.
Who this course is for
Apply JTBD thinking to understand why customers hire products by focusing on progress over demographics
Conduct effective customer interviews using switching stories and behavioral techniques to uncover real motivations
Create actionable job stories from customer insights to guide product development and feature prioritization decisions
Design innovation strategies by identifying underserved jobs and market opportunities competitors miss
Develop job-based value propositions that connect with customer situations and desired outcomes for better marketing
