Mastering Jobs-To-Be-Done Interviews
Learn everything you need to start conducting Jobs-to-be-Done interviews for your products
Over 1,900 people have used this course to learn Jobs-to-be-Done!
Dive in and add JTBD to your skillset in just a few days.
Add Jobs-to-be-Done to Your Bag of Tricks
You'll learn using actual interviews that we've conducted with consumers who have bought things like laptop bags, mattresses, and bottles of wine. After all, the best way to learn is by unpacking real decisions that consumers have actually made.You'll take a deep dive into the tools that we use to unpack a purchase and get at the information that we need to make confident product and marketing decisions.
Expect to spend around 6 hours completing the course.
What are the requirements?
- It's helpful if you have a product that you're working on in mind that you can use as a reference point throughout the course. As you go through each lesson think about how you can (or will) apply the learnings to your own projects and feel free to ask questions about how the content applies to your project, industry, market, business, or question that you're trying to answer.
What am I going to get from this course?
- Over 30 lectures and 5 hours of content.
- By the end of the course, you will be able to conduct Jobs-to-be-Done interviews with consumers .
- You'll understand how to get to the real causality of why a consumer shops and buys.
- You'll gain a keen understanding of when to accept what a consumer is saying as fact, and when to challenge, push back, and dig for the truth.
- You'll understand why consumer satisfaction is important, but why it fails us when we're developing new products.
- You'll have an in-depth understanding of the two key Jobs-to-be-Done tools, the Timeline and the Progress Making Forces Diagram.
Instructor Ervin Fowlkes
I am a JTBD Associate and Evangelist, As Evangelist it is my calling to pass along and spread the Jobs-To-Be-Done framework. As an Associate I help organizations that are frustrated with their inability to “guess” what their customer’s want. I run JTBD research studies to investigate the causal mechanisms of why people buy their products on a Social, Emotional and Functional level.
As Chris and Bob spend so much time in the field helping clients, I was brought on board to maintain and produce projects that would help spread the word. I am very excited about the online course we are launching and have many more items I can’t wait to debut.
I've been studying, refining, and applying Jobs-to-be-Done across a wide variety of industries for over 3 years (software, consumer-packaged-goods, healthcare, e-commerce, etc).
You can also hear me on our podcast, Jobs-to-be-Done Radio, on iTunes each week to hear how we apply JTBD to different product development and marketing challenges (and hear about how companies like 37signals and others are applying the JTBD framework!).
Course curriculum
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Lecture 1: What to expect from this course
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Lecture 2: What is Jobs-To-Be-Done?
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What is Jobs-to-be-Done (Slides)
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Lecture 3: Who is Jobs-To-Be-Done for?
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Lecture 4: Why Study Switching Behaviour?
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Lecture 5: How does Jobs-To-Be-Done relate to Disruption?
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Lecture 6: Interview #1 Sarah and the Laptop Bag
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Lecture 6 Download: Sarah B
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BONUS* Sarah Interview with Visual Notes.
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Lecture 7: Understanding the Forces Diagram
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Quiz 1: The Forces Diagram Quiz
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Lecture 8: Tactical Practice with Chris
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The Forces Diagram (PDF)
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Lecture 9: Interview #2 Marc and the Bottle of Wine
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Lecture 9 Download: Marc Wine Interview
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Lecture 10: Homework: Your First Jobs-To-Be-Done Interview
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Your First Jobs-To-Be-Done Interview Slides
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Lecture 11: Interview De-Brief Text
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Lecture 12: Understanding The Struggling Moment
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Lecture 13: How to set up an interview using the Documentary Intro
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About this course
- $300.00
- 38 lessons
- 6.5 hours of video content
Reviews
Erik Counselman
Tricky Jigsaw
Brad Markovic
It's helping us get extremely insightful customer interviews
Ruben Gamez
I've spent a fair amount of time doing custdev style interviews and while they've been useful, I've never gotten as much insight from customer interviews as ...
Read MoreI've spent a fair amount of time doing custdev style interviews and while they've been useful, I've never gotten as much insight from customer interviews as I have until I started applying what I learned in this course. Love this course!
Read LessTimothy Jones
James Reid
ABC UX Team
It helped me build empathy
Medtech Medtech
The premise of the course is this: asking people what they'd like in a product doesn't work. Instead, you can get them to recall a purchase, a conversion, a ...
Read MoreThe premise of the course is this: asking people what they'd like in a product doesn't work. Instead, you can get them to recall a purchase, a conversion, a switching moment, so you can figure out the deeper reasons that made them choose to part with money or part with their other option and go with what you have. This course shows you an interview technique, and it's really effective if you apply what they teach you: to "unpack" the motivations, you really have to know how to dig! I thought these guys gave some good tips to do that, and the course is designed to progressively take you through the concepts. For me, I found it helped me build empathy for the "buyer" so that I can know how to get to a place where we both win, with less guess work. To me, this is kind of a big deal, and I've been recommending the course to my friends and colleagues.
Read LessAlan Klement
Trained the rest of my team in just a week
Martin Siniawski
I did the live Switch Workshop with the guys from The Rewired Group and loved it, their stuff is groundbreaking. After receiving the training, our next big c...
Read MoreI did the live Switch Workshop with the guys from The Rewired Group and loved it, their stuff is groundbreaking. After receiving the training, our next big challenge was bringing the rest of the people in my team up to speed, so we could use these tools in our customer development efforts. We bought this course specifically with that job in mind and all I have to say is that within the first week of starting the course they were already successfully doing live interviews with customers. If you can’t do the live Switch Workshop, this is a fantastic replacement.
Read LessIf you're interested in Jobs-to-be-done, you have to do t...
Suzanne Alderson
Easy to watch and digest, this is an excellent course on the interview process to understand the job-to-be-done. You'll come away with a clear understanding ...
Read MoreEasy to watch and digest, this is an excellent course on the interview process to understand the job-to-be-done. You'll come away with a clear understanding of the process, a framework to use in interviews as well as lots of tips, hints and examples to forward your knowledge. If you're remotely interested in the JTBD approach, do this course!
Read LessAMAZING COURSE
Alex Lumley
This course is AWESOME. Though the class is pricey, it is absolutely worth every penny. This course gave me the vocabulary and frameworks that I need to trul...
Read MoreThis course is AWESOME. Though the class is pricey, it is absolutely worth every penny. This course gave me the vocabulary and frameworks that I need to truly understand what consumers are thinking and how to develop better products for them. I fully believe that JTBD will take over the business in the same way the Lean Startup movement has, only not very many people understand JTBD, so get on the cutting edge NOW and use JTBD to your advantage. Have any questions? Please reach out to me and I will tell you why this class is totally worth it. [email protected]
Read LessGreat content, Ok presentation
Stevie Clifton
I love JTBD and it's having a big impact on the way I think about building product and engaging with my users. This course has a ton of great content, but to...
Read MoreI love JTBD and it's having a big impact on the way I think about building product and engaging with my users. This course has a ton of great content, but to be honest the production quality was a little weak and the structure was disjointed. The whole "I got these guys in a room because they are so busy" schtick felt like a cop-out by the instructors and kinda made it feel like they didn't want to bother spending the time really think through the delivery and structure. The content was so good I can't give less than 4 stars, but I really wish this was produced in a less ad-hoc way.
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