Overview

This course is designed to help professionals adopt the Jobs to Be Done (JTBD) framework, shifting from an inside-out approach to a customer-centric mindset. By mastering JTBD, learners will gain the skills to identify and solve real customer problems, ensuring that products and services align with their core needs. Throughout the course, participants will learn how to map customer jobs, develop value propositions, and craft product roadmaps that drive impactful innovation. With hands-on exercises and actionable frameworks, learners will be able to apply these insights to build products that matter. What sets this course apart is its practical approach to JTBD, blending theory with real-world case studies and actionable plays that span the customer value lifecycle—from discovery to delivery. This integration helps bridge the gap between customer needs and organizational strategies. Ideal for product managers, UX designers, and team leads, this course requires no prior JTBD experience. However, a basic understanding of product development or agile concepts will enhance the learning process. By the end, participants will be able to confidently apply JTBD to guide product strategies, design, and execution. Copyright @ 2020 Jim Kalbach. All rights reserved. Originally published by Rosenfeld Media, LLC. This course edition is published by Packt Publishing under license from Rosenfeld Media LLC. No part of this material may be reproduced, distributed, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without prior written permission from the author or the publisher.

Syllabus

Understanding Jobs to Be Done

In this section, we trace JTBD origins, compare divergent schools, extract core principles, and apply the framework to classify customer feedback, unite teams, and drive evidence-based product strategy.

Core Concepts of JTBD

In this section, we dissect JTBD elements to model customer needs, craft precise job statements, and arrange them hierarchically to scope innovation projects and steer product strategy toward measurable outcomes.

Discovering Value

In this section, we conduct Jobs and Switch interviews, apply the Four Forces to uncover motivations, and map job processes, enabling teams to align product decisions with actionable customer insights

Defining Value

In this section, we conduct JTBD interviews to surface unmet needs, craft goal-based personas, and benchmark competing solutions, producing an evidence-based value proposition that grounds product strategy in customer value.

Designing Value

In this section, we build a JTBD-driven roadmap, translate insights into job stories, architect solutions, and design experiments to validate hypotheses, aligning teams around unmet needs and reducing innovation risk.

Delivering Value

In this section, we map consumption journeys with JTBD, design onboarding for faster time-to-value, and analyze churn signals to boost retention. We demonstrate practical methods aligning solutions with customer contexts

(Re)Developing Value

In this section, we use the JTBD framework to decode disruption, craft a jobs-based growth matrix to prioritize innovation, and organize cross-functional teams around actionable customer jobs for resilient value.

JTBD in Action

In this section, we apply JTBD frameworks to surface outcome-driven insights, combine methods into practical recipes for product launches and optimizations, and learn to evangelize this customer-centric mindset across teams.