Workshop: Is JTBD right for your team?

So you've heard a lot about Jobs To Be Done. You saw a great conference talk or read "Competing Against Luck". Maybe you've even tried your hand at a few customer interviews.

Or you've seen JTBD's impact at another organization, even if you weren't the main person to run the project. You saw how it transformed a scattered set of decisions into a clear strategy, how it turned a team of grumpy product people and sour-faced marketers into a united front of energized outcome-generating operators. You even got to see those growth numbers go up soon after.

Either way: when you look at the challenges your organization is facing -- misalignment of who your customer is, scattered priorities on what's important to build now, a stubborn growth plateau with multi-functional origins -- it sure seems like JTBD will give you the insights you need to break the logjam.

And yet.

If you're new to JTBD, you may wonder:

  • What exactly IS JTBD?
  • How will your team apply your findings?
  • How is it different from other projects to understand our customers, like user personas?
  • What does an interview look and sound like?
  • What kind of deliverables can you expect at the end of a JTBD project?
  • How do the insights translate into action?
  • Is it really as powerful as JTBD people say it is?

If you've already seen JTBD work well, you may wonder:

  • How on earth am I going to get my peers bought into a concept they've never heard of before?
  • How will I win over skeptics and build allies?
  • How am I going to get folks to actually be excited about doing a JTBD project?

This workshop gives your team a taste of JTBD so you can decide if investing in a full JTBD Growth & Change project is the right choice to break through your growth plateau

How it works:

First you and I will meet to talk about your business. You'll tell me what you know about your most successful customers and we'll come up with a list of folks we can reach out to for an interview. I'll run a JTBD interview with one of the customers who meets our criteria.

Then on the day of our workshop we'll cover 4 parts:

Intro to JTBD: What it is, how it works, how it's different from other theories of growth and innovation and other ways of mapping your customers' journey.

Listen to your first JTBD interview: We'll listen to the interview that I conducted in advance of the training independently.

Discover your first Job Story: We'll rejoin to talk about what we heard, share our findings around the four forces, social, emotional, and functional components, and the "Pixar" story.

JTBD Application Lightning Round: We'll talk about how we might apply our findings from this interview to different areas of your business, including product, marketing, product marketing, customer success, positioning, messaging, and more.

I'd read 'Competing Against Luck' and watched some videos on the Rewired Group website. I knew it was a framework to understand people's struggles and create a product + product experience that helped resolve their struggle. A lot more! I sort of understood the theory conceptually before but now I can tell you how to apply it - how interviews are conducted, how jobs are determined (tracking themes in push, pull, habits, anxieties), and how to use those jobs to address people's concerns and help them solve their problems.Heidi Kreis, Research and Strategic Lead, Forget the Funnel
Before this training, I had heard the term Jobs to Be Done mentioned by Product Teams but not much more than that. Now I understand how to use VOC to drive our go-to-market strategy. My favorite part was when we were able to interact within the group to go over interviews. It is always fun to hear different perceptions based on the roles they have done in the past/current. It was one of the best 'virtual' trainings I have been through. Even though I definitely prefer an in person environment but this kept me engaged through out the week. The energy and passion made it easy to participate!TJ McGinnity, VP Customer Success Operations, MoveDocs

You'll go from wondering if JTBD is right for you to:

  • Getting your entire team aligned around what JTBD is
  • Hearing a JTBD interview with a real customer with your own ears
  • Getting to really "feel" how you might apply JTBD findings at your org
  • Having an understanding of the core tenets of JTBD, including the 4 forces, the "Pixar" story, and social/functional/emotional components
  • Having easier conversations with your team around allocating budget for and applying insights because everyone will have seen how it applies to their discipline
  • Having an easier time booking a proper project to understand all of your jobs

What you won't get:

  • A full understanding of your customers JTBD - you'll need *at least* 10 interviews
  • A fully transformed organization
  • Expert-level dexterity to collect and apply your own JTBD findings (but you'll be well on your way to becoming one)

So if you are:

  • Thinking about JTBD but not ready to commit to a full project
  • Needing a way to get your team to see and feel for themselves how impactful a JTBD project could be
  • Wanting to see what all the fuss is about with some real live customer data
Book an intro call with me here to get started
Alli was also super good at encouraging and helping me feel successful learning and applying something new. She asked really great questions that forced me to think about why I was responding the way I did - that inductive reasoning piece. She was really great at listening and then following up with further questions. She was really good at encouraging questions, taking them seriously, responding to them, and making sure we understood.Heidi Kreis, Research and Strategic Lead, Forget the Funnel
We created a culture where citations really matter where having the raw voice of customer data really matters. We've created agents who care very much about really truly understanding the customer's position and representing the customer. And that's been huge for us. It's the best we can do, perhaps even better than having the customer actually in the room with us.Jordan Skole, VP Product Engineering, Autobooks