What you'll learn:
- Explain JTBD and identify the job customers hire your product to do
- Conduct JTBD switching interviews to uncover push/pull forces and outcomes
- Write solution-agnostic job statements and job stories for product work
- Create job maps and categorize functional, emotional, and social job layers
- Prioritize underserved opportunities using importance vs satisfaction scoring
- Turn jobs into roadmaps, MVPs, and messaging across onboarding and CX
Too many teams build products around feature requests, personas, or competitor checklists—then wonder why adoption stalls and churn climbs. Here’s the reality: customers don’t buy features. They “hire” products to make progress in a specific situation. And when your product doesn’t deliver that progress, it gets fired.
Jobs To Be Done (JTBD) gives you a practical way to uncover what customers are really trying to accomplish—functional, emotional, and social—and turn those insights into product strategy, roadmaps, and messaging that resonate.
In this course, you’ll learn how to:
• Understand the core JTBD mindset and why “hire and fire” beats feature thinking
• Compare JTBD to personas, user stories, and segmentation (and learn when to use each)
• Run high-signal JTBD interviews using switching moments and push/pull forces
• Convert research into clear job statements, job stories, and layered job needs
• Build job maps (Define → Locate → Prepare → Confirm → Execute → Monitor → Modify → Conclude)
• Prioritize the right opportunities using outcome surveys and opportunity scoring
• Apply Outcome-Driven Innovation (ODI) to define markets by jobs and quantify unmet needs
• Translate jobs and outcomes into backlogs, epics, MVPs, and job-aligned roadmaps
• Use JTBD to sharpen positioning, onboarding, support, and customer experience
You’ll also see how real organizations apply JTBD across industries—so you can adapt the approach whether you’re building B2B software, consumer apps, services, or internal tools.
By the end, you’ll have a repeatable JTBD toolkit you can use immediately: interview prompts, job statement formats, job mapping structure, and prioritization methods that help your team focus on outcomes customers actually care about.
If you’re ready to stop guessing, stop chasing feature parity, and start building products people truly want to hire—this course will show you how.
