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 we get you and your team leveled up on Jobs To Be Done in a single day:

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.

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
Need a way to get your team to see and feel for themselves how impactful a JTBD project could be
Want to see what all the fuss is about with some real live customer data
Have at least 100 active paying customers

Book an intro call